Llama

Leading open-weight LLM family globally, widely adopted across enterprise, research, and developer communities as the primary open alternative to proprietary frontier models

Llama is Meta's family of open-weight large language models (LLMs), first released in February 2023. Unlike proprietary models from OpenAI or Google, Llama models are released with publicly available weights under a custom community license, allowing researchers, developers, and enterprises to download, fine-tune, and deploy the models on their own infrastructure. The Llama family has grown through multiple generations — Llama 1, Llama 2, Llama 3, and beyond — with models ranging from small 1B parameter versions to large 405B parameter versions, covering text generation, code generation, instruction-following, and multimodal capabilities. In the AdTech ecosystem, Llama models are increasingly used to power AI-driven advertising tools such as ad copy generation, audience segmentation, creative optimization, sentiment analysis, and conversational ad experiences. Because the weights are open, AdTech companies can fine-tune Llama on proprietary first-party data without sending sensitive audience data to third-party API providers, making it particularly attractive for privacy-conscious applications. Major cloud providers including AWS, Google Cloud, Azure, and Hugging Face offer hosted Llama inference, further lowering the barrier to adoption. Llama has rapidly become one of the most widely adopted open-weight LLM families in the world, with hundreds of millions of downloads and a vast ecosystem of fine-tuned derivatives. It competes directly with proprietary models from OpenAI (GPT-4), Anthropic (Claude), and Google (Gemini), as well as other open-weight models like Mistral and Falcon. Meta positions Llama as a cornerstone of its AI strategy, using it to power features across Facebook, Instagram, WhatsApp, and its Meta AI assistant, while simultaneously releasing it to the broader developer community to accelerate open AI innovation.