PILA: Plug-and-Play Insertion for LLM-native Advertising
Zhaowei Zhang, Yuhan Fu, Yihang Zhang, Xiaohan Liu, Ceyao Zhang, Xiaoyuan Zhang, Yipeng Kang, Tonghan Wang, Yaodong Yang
Abstract
How to monetize large language models (LLMs) by naturally integrating sponsored content into their responses, known as LLM-native advertising, has recently emerged as a critical problem. However, existing solutions entangle advertising with content generation inside a single model, which is incompatible with modern API-only or workflow-based LLM applications and inevitably compromises the original response quality. To address this, we propose PILA, which reformulates ad insertion as a conditional response rewriting problem and decouples it from the upstream service as a lightweight sidecar module. PILA is model-agnostic and can be seamlessly integrated with existing LLM services without modifying the base model or its workflow. It also exposes a controllable trade-off between user-side naturalness and ad-side exposure, offering a practical interface for downstream pricing and deployment. Experiments across diverse upstream models show that \pila consistently improves ad effectiveness while preserving response quality, highlighting its promise as a practical solution for LLM-native advertising.
Topics
Classified with taxonomy v2 on Wed, 2 Sept 2026.