Fresh Product Data Is the Constraint for LLM Commerce Discovery
Criteo executives Diarmuid Gill and Liva Ralaivola argue that modern ad tech is best understood as a millisecond-scale prediction system: anonymous commerce signals, learned embeddings and real-time auctions are used to decide whether to bid, what to show and how much an impression is worth. In a conversation with Nathan Labenz, they frame Criteo’s work with OpenAI and other generative tools as an extension of that problem, not a replacement for it: LLMs may change product discovery, but the system still depends on fresh retailer data, consent, latency discipline and human oversight.
The Cognitive Revolution·May 9, 2026·18 min read
