Online Advertisements with LLMs: Opportunities and Challenges

This paper explores the potential for leveraging Large Language Models (LLM) in the realm of online advertising systems. We delve into essential requirements including privacy, latency, reliability, users and advertisers' satisfaction, which such a system must fulfill. We further introduce a general framework for LLM advertisement, consisting of modification, bidding, prediction, and auction modules. Different design considerations for each module is presented, with an in-depth examination of their practicality and the technical challenges inherent to their implementation.