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Perplexity’s Publisher Program, which distributes revenue to media outlets when their content appears next to ads on the AI search platform, has recruited its second batch of publisher partners.
The San Francisco-based startup now works with over a dozen global media titles, including the Los Angeles Times, Blavity, The Independent, Prisa Media (the leading Spanish-language media brand), Lee Enterprises (owners of local newspapers in 73 markets), DPReview, Gear Patrol, MediaLab, Mexico News Daily, RTL Germany brands, World History Encyclopedia and ADWEEK. With additions like Japan’s Newspicks and Minkabu Infonoid, Perplexity is going global with its recruitment efforts, expanding into the U.K., Spain, Japan, and Latin America.
Jessica Chen, Perplexity’s head of publisher partnerships, wouldn’t share exact deal terms but said it is targeting premium publishers, including those with niche expertise.
Participating publishers also get a free one-year subscription to Perplexity’s Enterprise Pro, which includes access to the company’s developer tools and analytics. These resources help publishers track how their content appears on Perplexity, with data provided by both Perplexity and ScalePost. AI startup ScalePost helps publishers monetize data that might otherwise be scraped by AI bots from companies like Google, OpenAI, and Perplexity.
“It’s not the best deal I’ve seen,” said a publisher executive involved in the agreements, speaking to ADWEEK on the condition of anonymity to preserve industry relationships. While traffic from Perplexity isn’t huge, how much publishers will get from this rev share will also depend on how its ad business will scale.
ADWEEK first reported Perplexity’s ad plans in April. The startup has since added a small number of brands and agencies, like Indeed, Whole Foods, Universal McCann, and PMG, to test its sponsored ads on Perplexity in the U.S., it announced in November.
Chen told ADWEEK that Perplexity plans to scale its advertising efforts by expanding brand partnerships beyond the U.S. The company aims to grow its 12 current categories, increase brand collaborations, and extend its ad reach into global markets but did not disclose specific details.
In 2025, Perplexity is making significant investments in its Discover page, while exploring potential collaborations with publisher partners to create and curate content for the platform.