# NaiAD: Initiate Data-Driven Research for LLM Advertising

arXiv: https://arxiv.org/abs/2605.09918 · HTML: https://mlsanity.com/paper/2605.09918/

## Key facts

- Cited by 2 papers in the map (data through 14 Oct 2026).
- Builds on 19 of its 43 references that are in the map.
- First posted on arXiv 11 May 2026.

## Builds on (most cited first, 19 of 19)

- [Chain-of-Thought Prompting Elicits Reasoning in Large Language Models](https://mlsanity.com/paper/2201.11903/) (2022)
- [Sentence-BERT: Sentence Embeddings using Siamese BERT-Networks](https://mlsanity.com/paper/1908.10084/) (2019)
- [Judging LLM-as-a-Judge with MT-Bench and Chatbot Arena](https://mlsanity.com/paper/2306.05685/) (2023)
- [A Survey of Large Language Models](https://mlsanity.com/paper/2303.18223/) (2023)
- [Prediction-Powered Inference](https://mlsanity.com/paper/2301.09633/) (2023)
- [Artificial Hivemind: The Open-Ended Homogeneity of Language Models (and Beyond)](https://mlsanity.com/paper/2510.22954/) (2025)
- [Truthful Aggregation of LLMs with an Application to Online Advertising](https://mlsanity.com/paper/2405.05905/) (2024)
- [Stratified Prediction-Powered Inference for Hybrid Language Model Evaluation](https://mlsanity.com/paper/2406.04291/) (2024)
- [Ad Auctions for LLMs via Retrieval Augmented Generation](https://mlsanity.com/paper/2406.09459/) (2024)
- [Striking Gold in Advertising: Standardization and Exploration of Ad Text Generation](https://mlsanity.com/paper/2309.12030/) (2023)
- [Online Advertisements with LLMs: Opportunities and Challenges](https://mlsanity.com/paper/2311.07601/) (2023)
- [LLM-Auction: Generative Auction towards LLM-Native Advertising](https://mlsanity.com/paper/2512.10551/) (2025)
- [Detecting Generated Native Ads in Conversational Search](https://mlsanity.com/paper/2402.04889/) (2024)
- [Ad Insertion in LLM-Generated Responses](https://mlsanity.com/paper/2601.19435/) (2026)
- [Sponsored Question Answering](https://mlsanity.com/paper/2407.04471/) (2024)
- [GEM-Bench: A Benchmark for Ad-Injected Response Generation within Generative Engine Marketing](https://mlsanity.com/paper/2509.14221/) (2025)
- [AdTEC: A Unified Benchmark for Evaluating Text Quality in Search Engine Advertising](https://mlsanity.com/paper/2408.05906/) (2024)
- [AD-Bench: A Real-World, Trajectory-Aware Advertising Analytics Benchmark for LLM Agents](https://mlsanity.com/paper/2602.14257/) (2026)
- [Budget-Constrained Auctions with Unassured Priors: Strategic Equivalence and Structural Properties](https://mlsanity.com/paper/2203.16816/) (2022)

## Built on by (most cited first, 2 of 2)

- [PILA: Plug-and-Play Insertion for LLM-native Advertising](https://mlsanity.com/paper/2607.25590/) (2026)
- [LLMAdBench: A Human Preference Benchmark for Advertising in LLM Responses](https://mlsanity.com/paper/2609.32533/) (2026)

## Abstract (arXiv)

Reconciling platform revenue with user experience in LLM advertising motivates a data-centric foundation. We introduce NaiAD, the first comprehensive dataset for LLM-native advertising comprising 58,999 carefully constructed ad-embedded responses paired with user queries. NaiAD is organized around theoretically grounded evaluation metrics that separately and comprehensively capture user and commercial utility. To mitigate the dimensional collinearity of aligned LLMs, we propose a decoupled generation pipeline that produces structurally diverse samples, ranging from responses that explicitly disentangle stakeholder utilities to responses that are uniformly strong or weak across dimensions. We further provide score labels calibrated by a Variance-Calibrated Prediction-Powered Inference (VC-PPI) framework, aligning automated scoring with human annotations. Mechanistic analyses reveal that successful ad integration relies on reasoning paths that cluster into four distinct semantic strategies. Models leveraging NaiAD internalize these strategies to simultaneously improve user and commercial utility, while enabling independent control over these distinct objectives via in-context learning. Together, these results position NaiAD as a foundational infrastructure for developing future LLM-native ad systems.