{"id":282109,"date":"2025-06-08T19:59:27","date_gmt":"2025-06-08T19:59:27","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/boston-globe-future-vox-media-join-prorata-ai-licensing-program\/"},"modified":"2025-06-08T19:59:27","modified_gmt":"2025-06-08T19:59:27","slug":"boston-globe-future-vox-media-join-prorata-ai-licensing-program","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=282109","title":{"rendered":"Boston Globe, Future, Vox Media join ProRata AI licensing program"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<p>A fresh wave of publishers have signed up for generative AI startup ProRata\u2019s revenue share program, including The Boston Globe, Vox Media and Future, as well as Fast Co. and Inc owner Mansueto Ventures.<\/p>\n<p>ProRata operates <a href=\"http:\/\/gist.ai\">Gis<\/a>t.ai, an AI-powered search engine that utilizes licensed content to generate answers, which launched in December 2024. Today, the company will announce a dozen more, taking the total number of publishers that license content to power its AI search engine to 500, according to the company.<\/p>\n<div id=\"piano-meter-offer\">\n<p>Frommer\u2019s, Homes &amp; Gardens, The Nation, Newsday, The New Republic, The Philadelphia Inquirer and Trusted Media Brands are among those to come on board.\u00a0<\/p>\n<p>They join publishers that <a href=\"https:\/\/digiday.com\/media\/2024-in-review-a-timeline-of-the-major-deals-between-publishers-and-ai-companies\/\">have already announced deals with ProRata<\/a>, including The Atlantic, Daily Mail, Fortune, The Guardian, Sky News and Time. Gist answers search queries using only licensed content from publisher partners.<\/p>\n<p>Unlike most AI deals with publishers, which offer one-time licensing payments or lump-sum multi-year contracts based on access to archives or data, ProRata pays out 50% of all its revenue to publisher partners on a recurring basis, depending on how often their content powers AI responses. ProRata\u2019s revenue comes entirely from advertising, though the company plans to launch subscriptions in the third quarter, according to CEO and founder, Bill Gross.<\/p>\n<p>Publishers <a href=\"https:\/\/digiday.com\/media\/media-briefing-the-pros-and-cons-of-different-ai-revenue-models-for-publishers\/\">can make up to 50% of the revenue paid<\/a> out to publishers when they are cited as a source in an AI generated answer. In comparison, payout to publishers from AI startup company Perplexity maxes out at 25%.<\/p>\n<p>That\u2019s made it a no-brainer for publishers.\u00a0<\/p>\n<p>Execs at Boston Globe, Mansueto Ventures and Trusted Media Brands said they were drawn to ProRata\u2019s attribution and pay-per-use model that compensates publishers based on how often they are cited in response to queries.<\/p>\n<p>\u201cWe\u2019re continuing to experiment with and adopt new models and opportunities for our brands across the AI space,\u201d Jacob Salamon, vp of business development at Trusted Media Brands, which owns publications like Reader\u2019s Digest, said in an email. \u201cWe appreciate the transparency, publisher credit and focus on monetization [ProRata is] bringing to the marketplace. And because ProRata aspires to help all AI search providers measure and display source attribution, it\u2019s a partnership that will benefit all publishers in the long run.\u201d<\/p>\n<p>Unlike LLMs like GPT-4 or Claude, which generate responses from across the web and therefore make them more prone to hallucinations, Gist.ai only uses licensed content from approved publisher partners. That makes it a more controlled environment, which reduces the chance that the system pulls inaccurate, outdated or low-quality information, according to publishing execs that spoke with Digiday.<\/p>\n<p>\u201cWe feel like we\u2019ll be in good company,\u201d said Patrick Hainault, vp of corporate business development at Mansueto Ventures.\u00a0<\/p>\n<p>Another benefit to publishers is that their proprietary data isn\u2019t used to train a tech company\u2019s large language model when signing up for ProRata\u2019s program. Instead, their content is accessed by Gist.ai\u2019s search engine <a href=\"https:\/\/digiday.com\/marketing\/wtf-is-retrieval-augmented-generation-for-ai-chatbots-and-large-language-models\/\">through retrieval augmented generation<\/a> (RAG), according to Hainault.<\/p>\n<p>Naturally, signing publishers is a strong start, but content supply \u2014\u00a0even from large, legacy publishers \u2014 doesn\u2019t automatically drive user demand in AI products. Gist.ai is not yet a household name or widely used search engine, so for publisher revenue-sharing to be meaningful, it needs significant user traffic.<\/p>\n<p>According to Similarweb data, Gist.ai had about 36,000 desktop and mobile web visits in April 2025. Bill Gross, founder and CEO of ProRata, claimed visitors had more than doubled, with the site attracting 100,000 visitors in May.<\/p>\n<p>However, the real growth opportunity for Gist.ai is not its own landing page, according to Gross \u2014 it\u2019s the search engine\u2019s distribution on publishers\u2019 own sites.\u00a0<\/p>\n<p>In the next month, Gist.ai will be added to the sites of 10 publishers that are part of ProRata\u2019s revenue share program, starting with B2B publication Adweek. Gist.ai will replace some publishers\u2019 onsite search functions, or be added as an AI-powered search option for others, according to Gross. It\u2019s free for publishers to add Gist.ai to their sites, he said.<\/p>\n<p>\u201cWe call it distributed AI search,\u201d Gross said. \u201cWe think of [the Gist.ai page] as the demonstration and proof of concept. But the real growth is going to be on all of our partners\u2019 sites.\u201d<\/p>\n<p>Publishers have been using <a href=\"https:\/\/digiday.com\/media\/publishers-give-on-site-search-a-long-needed-upgrade-in-the-form-of-ai-chatbots\/\">AI technology to upgrade their own onsite search<\/a> since last year, according to previous Digiday reporting.<\/p>\n<p>Publishers can choose for the Gist.ai search box on their sites to only surface their own content. They can also opt into having other publishers\u2019 content surfaced in answers, or opt into having their content surfaced in Gist.ai search boxes on other publishers\u2019 sites.<\/p>\n<p>The idea is the Gist.ai search box can help drive traffic to publishers\u2019 sites and vice versa, as <a href=\"https:\/\/digiday.com\/media\/media-briefing-affiliate-isnt-dead-say-publishers-but-it-must-evolve-in-the-ai-era\/\">Google Search referral traffic declines<\/a>, Gross said. Publishers can also theoretically make money from this product. Answers to queries in Gist.ai on publishers\u2019 sites will be monetized with ads, Gross said. ProRata\u2019s revenue share model will apply to that revenue, too.<\/p>\n<p>But these deals still represent money publishers hope to make, when user adoption and platform monetization of AI search engines improves. For now, notable revenue from AI companies is coming from <a href=\"https:\/\/digiday.com\/media\/amazon-and-the-new-york-times-ai-deal-signals-a-new-wave-of-publisher-partnerships\/\">licensing deals with big players like OpenAI.<\/a><\/p>\n<p>\u201cWe\u2019re not anticipating an immediate boon, but search is an enormous market. If Gist.ai \u2013 in part thanks to the goodwill it can leverage from publishers \u2013 can capture a meaningful sliver of the market, it will quickly become attractive,\u201d Hainault said.<\/p>\n<p>Gross said ProRata will start paying publishers at the end of June. Its ad platform launched in March, and runs ads across its publisher partners\u2019 sites as well as on Gist.ai. ProRata has over 1,000 advertisers, ranging from Pizza Hut to Norwegian Cruise Line, Gross added. He declined to share how much advertising revenue ProRata has made.\u00a0<\/p>\n<p>Michelle Micone, Boston Globe Media\u2019s chief marketing &amp; strategic initiatives officer, said, \u201cThis pilot is all about learning and represents an opportunity to experiment with a new tool that allows publishers to be compensated for their journalism and allows us to understand user needs as search behaviors continue to evolve.\u201d<\/p>\n<p><em>This story has been updated to reflect ProRata\u2019s revenue share calculation. <\/em><\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>A fresh wave of publishers have signed up for generative AI startup ProRata\u2019s revenue share program, including The Boston Globe, Vox Media and Future, as well as Fast Co. and Inc owner Mansueto Ventures. ProRata operates Gist.ai, an AI-powered search engine that utilizes licensed content to generate answers, which launched in December 2024. Today, the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":282110,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[19855,2481,13083,13051,7034,16104,10999,13239,111592,48318],"dealstore":[],"offerexpiration":[],"class_list":["post-282109","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-boston","tag-future","tag-generative-ai","tag-globe","tag-join","tag-licensing","tag-media","tag-program","tag-prorata","tag-vox"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Boston Globe, Future, Vox Media join ProRata AI licensing program - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=282109\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Boston Globe, Future, Vox Media join ProRata AI licensing program - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"A fresh wave of publishers have signed up for generative AI startup ProRata\u2019s revenue share program, including The Boston Globe, Vox Media and Future, as well as Fast Co. and Inc owner Mansueto Ventures. ProRata operates Gist.ai, an AI-powered search engine that utilizes licensed content to generate answers, which launched in December 2024. 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