  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 as well as the
satisfaction of users and advertisers that 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 are presented. Fundamental questions regarding
practicality, efficiency, and implementation challenges of these designs are
raised for future research. Finally, we explore the prospect of LLM-based
dynamic creative optimization as a means to significantly enhance the appeal of
advertisements to users and discuss its additional challenges.
