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Perplexity expands publisher program with the LA Times, The Independent, Adweek and a dozen more

Perplexity added more than a dozen publishers to its ad-revenue-sharing program, including the LA Times, Adweek and Mexico News Daily, with first partners from the UK, Japan, Spain and Latin America. Specific terms were not published.

SAN FRANCISCO, December 5, 2024 - Perplexity announced that it is bringing on more media partners, including the Los Angeles Times, Adweek and Mexico News Daily, as part of an expanded publisher program. The company added more than a dozen publishers to the revenue-sharing arrangement it launched in July 2024. Specific terms were not published.1

Terms of the deal

Maginative reported that participating publishers share advertising revenue when their content appears alongside ads on Perplexity's platform, and that they gain metrics to track content performance. Perplexity's head of publisher partnerships, Jessica Chan, said the company would not be able to serve factual, valuable answers without news organizations continuing to report on different topics.1

Perplexity's own announcement lists the new partners as Adweek, Blavity, DPReview, Gear Patrol, The Independent, Lee Enterprises, the Los Angeles Times, MediaLab, Mexico News Daily, Minkabu Infonoid, NewsPicks, Prisa Media, RTL Germany brands stern and ntv, and World History Encyclopedia. Perplexity said the partners are its first from the United Kingdom, Japan, Spain and Latin America.2

Background

The expansion came amid tension. Maginative noted that some media staff were not informed of the partnerships, that The New York Times had sent Perplexity a cease and desist letter, and that Dow Jones and the New York Post were suing it over what they termed a content kleptocracy.1 Perplexity's first batch in July 2024 included Time, Der Spiegel and Fortune.3

What it means for data sellers

The Perplexity program shows a buyer that pays in a revenue share while it faces claims from other sellers. A seller choosing to join should understand that the buyer's legal position may change, and that its own agreement should address what happens if the buyer is sued or sold.

Sellers should also confirm internal approvals. Reports that some newsroom staff learned of the deals late show how a business-side license can create editorial concerns. Clear internal communication avoids disputes after signing.

This entry is a news summary. SellYourAIData was not involved in the deal.

How the deal came together

  1. Perplexity announced new partners. On December 5, 2024 Perplexity said it was expanding its publisher program.
  2. Revenue is shared. Participating publishers share ad revenue when their content appears alongside ads.
  3. Metrics are provided. Publishers gain metrics to track how their content performs.
  4. Some staff were not told. Maginative noted some media staff were not informed of the partnerships.

Takeaways for companies with data

  • Perplexity named the partners but did not publish the revenue split.
  • The program grew internationally, adding UK, Japan, Spain and Latin American partners.
  • Licensing coexisted with legal action by other publishers against Perplexity.

Sources

Every numbered reference above points to an entry here. Figures come from these pages as of the date shown at the top of the article. Where a source reports a number it got from unnamed people, the text says so.

  1. Perplexity Expands Publisher Program with New Partners (Maginative, December 2024)
  2. Perplexity expands publisher program with 15 new media partners (Perplexity, December 2024)
  3. Perplexity details plan to share ad revenue with outlets cited by its AI chatbot (TechCrunch, July 2024)

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About the AI Data Deal Tracker

SellYourAIData tracks publicly reported sales and licenses of data to AI companies, with the price, terms and sources for each. Entries are checked against public reporting and updated as deals change. SellYourAIData was not involved in this deal. To ask what your company's data could sell for, get a free valuation. To report a deal, contact us.