Meta appears to be signaling a potential shift toward engaging publishers on AI content licensing, which could alter platform-publisher dynamics after years of declining referral traffic. Industry stakeholders met at an IAB Tech Lab workshop on 23 July with Meta and Google present to begin creating a standardized framework for AI content monetization and attribution, with 50 publishers, retailers and cloud-edge companies actively participating. Conversations indicate a move toward usage-based remuneration models. Meta currently has few AI licensing deals beyond Reuters and has consolidated AI teams under Meta Superintelligence Labs, while some publishers appoint new heads of AI.
Publishers are picking up new vibes from Meta, which they believe signal that the platform may be changing its stance on AI licensing. So far, it's more rhetoric than reality. Nevertheless, if it were to come to fruition, it could reset the dynamic between Meta and publishers, many of whom still feel burned by years of declining referral traffic from the platform.
When publishers, retailers and cloud edge companies gathered at the IAB Tech Lab's first workshop in New York City on 23 July, to discuss first steps in creating a standardized framework for AI content monetization and attribution, Meta and Google were also present. Four publishers Digiday spoke to said that during the event, Meta's message was that there is now more buy-in at the senior level within the company regarding the value of potentially forging closer ties with publishers of quality content.
Of all the platforms, Meta has the fewest AI licensing deals, having partnered with Reuters last year to use its content to answer user questions in real time about news and current events. Meta has radically reorganized its AI operations under a new division called Meta Superintelligence Labs, consolidating all its AI teams - from foundational model development to product engineering - under one roof.
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