Edition #536
On how the new LLM monetization model is being calculated, Google has a new adblocker & what Pinterest says we’re wearing this summer.
Last week Parallel, announced Index, a way to help content owners, monetize their content for LLMs.
At the moment, the monetization, is only for developers who also use Parallels Deep Research API. However, there are 100,000 developers using it.
This is the first (transparent) stab at how should content creators be paid for their content when it appears in output. This is a crucial pillar for Parallel, because up until now, they would just take the content (as far as I can tell).
But it is precedent setting, because others who launch a content monetization, will have to stack up against this.
Their methodology is interesting, when you use a model to produce output, it gives you a range of values and weighting to that value. i.e. for that output, X amount was from this variable.
These are called Shapley values. They basically have used that as the reference to go, hey the Shapley values show that your content was important in this output. And provides a scale.
So that’s the how. And that’s a straightforward place to start.
But how much will you get? Well that remains unclear. You have to imagine, it is some part of how much they charge their developers. But as to what this is. And how significant it will be. We don’t know yet.
But check it out, you can put your domain in, to see how often their current developers are referencing your content. Many publishers have blocked LLM bots, but from my end I haven’t seen anyone block their bot, because it’s been under the radar.
Today it monetizes their current usage, but in the future, it may be a standalone calculation, for others to pay you for your content.
The question is, who buys Parallel?
Notable stories this week
- OpenAI hires ServiceNow CMO Colin Fleming to lead business marketing push.
- Google’s Nick Fox on remaking its search engine.
- AI needs humans int he lead, not just in the loop says JPMorgan Chase Programmatic Lead.
- Google wants me to use emojis in email. I’m delighted about this.
- The Feed Is Fake That “viral” song, movie, meme, influencer, and celebrity drama was probably the product of a stealth marketing campaign.
- IAB opens AI bot guidance for new web rules.
- Amazon drops Rufus branding on Shopping Chatbot, Adds AI in search.
- Agencies reposition for the agentic era.
- Agencies are moving closer to supply and it’s reshaping the programmatic layer.
- ClickHouse launches agentic analytics.
- Parallel partners with PRNewsWire to make their content available to AI via index. Interview with Parallel founder about valuing content on the agentic web.
- WPP Media shows signs of new business bounce back.
- Measured has a new tool that lets marketers chat with their incrementally data.
- Publishers brace themselves for the ere-click era amid Google’s AI search overhaul.
- What marketers think about Google’s big search and AI changes.
- The Economist launches a dedicated ChatGPT app.
- New York Times issues stern warning to its freelance writers about AI use.
- After Publicis LiveRamp deal, marketers are still working out what to worry about – and why.
- Publicis bought LiveRamp for a seat at the identity trade off frontier.
- Google is testing a native ad blocker for Chrome on your phone.
- Pinterest Summer Trend Report.
- Economist Group announces new CEO.
- AI slop comes for podcasts.
- Nike revealed the global stars who will feature in 12 weeks of content and collabs.
- What brands are actually worried about behind closed doors, according to Ad leaders.
- TikTok and Hoorae Medial launched the screen time series.
- Apple TV highlighting the first live sporting event shot entirely on iPhone.
- Ramp shifted to Beehiiv.
- Substack is opening up to AI with their MCP integration coming soon.
- Playstation patent shows ads, generative AI creations on loading screens.
- The Dow Jones recipe for growth.
Deals/M&A
Campaign of the week
- Secret of the Bees, Bee Hotels by National Geographic.
Smartest commentary
- “The web is in particular good for expertise. It’s really good for individual, unique experiences,” he said. “If you’re looking to buy something, you don’t just want to hear what the AI says. You want to hear someone that’s used it. What did they think? What went wrong with it? What broke? What was amazing about it? What accessories did they get?”…“I think ultimately as people, as humans, we like to hear from humans.” –Nick Fox, Google.
Datapoints of note
- The Guardian posts record US revenue of $81m.
- DuckDuckGo’s Ai free search saw 28% more visits in the week.
- AI Mode queries doubling every quarter. Beyond simple questions → 3X avg search query length compared to a traditional query. Beyond keywords → Planning queries (like weekend plans) are growing 80% faster. Beyond text → 1 in 6 searches are now multimodal, with image queries growing 40% MoM. Beyond quick q’s → Top first words in AI Mode queries: 1) what, 2) how, 3) I, 4) is, 5) can.
- ChatGPT is now the number one referral source in B2B.
- Trainline advertising delivers double the attention of standard mobile display.
Events
- Watch this space.
That’s it for this week.
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