AI Search Startup Perplexity to Launch Ads in Q4, Targeting High-Income Users
SAN FRANCISCO, August 23, 2024 – Perplexity AI, a rapidly growing AI search startup, announced plans to introduce advertising to its search application in the fourth quarter of this year.The move comes as the company seeks to capitalize on the growing popularity of AI-powered search and its expanding user base.
Perplexity will utilize a cost-per-thousand impressions (CPM) model for its advertising, with rates exceeding $50 per thousand impressions. This model allows advertisers to control their ad exposure and budget, while offering Perplexity a more consistent revenue stream compared to thetraditional cost-per-click model.
According to industry data from Semrush, CPM rates for desktop display ads typically hover around $2.50, while mobile video ads command a CPM of approximately $11.10.Perplexity’s premium CPM reflects its target audience – a highly educated and affluent user base. Over 80% of Perplexity users hold a bachelor’s degree, with 30% occupying senior leadership positions and 65% working in high-income white-collar professions like medicine, law, and software engineering.
We’re confident that our user base, with their high engagement and purchasing power, will be attractive to advertisers, said a Perplexity spokesperson. We’re focused on providing a seamless and valuable user experience, and advertising will be integrated in a way that complements our search functionality.
Perplexity’s initial advertising categories will include technology, health and pharmaceuticals, arts and entertainment, finance, and food and beverages. Advertisers will have the option to sponsor related questions displayed beneath search results and purchase display ads on the right-hand side of the search page.
The company,founded in 2022, positions itself as an AI search engine challenging the dominance of Google. Its rapid user growth has made it one of the fastest-growing generative AI applications. Perplexity recently secured $250 million in new funding led by SoftBank Vision Fund 2, boosting its valuation from$1 billion to $3 billion in just four months.
However, Perplexity’s data collection practices have come under scrutiny. Publications like Forbes have accused the company of plagiarism, leading to adjustments in its source attribution methods. To address concerns about content ownership, Perplexity launched a revenue-sharing model lastmonth, allowing news publishers to earn a double-digit percentage of revenue from sponsored articles displayed on its search engine. The company has already secured partnerships with publications like Time, Der Spiegel, and Fortune.
Despite the controversies, Perplexity’s move into advertising signifies its ambition to become a major player inthe evolving search landscape. The company’s focus on high-income users and its commitment to revenue sharing with content creators could position it as a viable alternative to traditional search giants.
We believe that AI search is the future, and we’re committed to building a platform that empowers users and creators alike,said the Perplexity spokesperson. Our advertising strategy is a key component of this vision, and we’re excited to see how it evolves in the coming months.
【来源】https://www.cls.cn/detail/1773403
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