ProRataAI, a developer of AI search, advertising, and attribution solutions, has raised $40m in its Series B financing round, which was led by Touring Capital.
The company plans to use the funding to launch Gist Answers, an AI-as-a-service platform aimed at empowering publishers to leverage the burgeoning generative AI landscape.
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The new service allows publishers to integrate tailored AI search, summarisation, and recommendation features directly into their online platforms.
Since its inception in 2024, ProRata has accumulated more than $75m in funding.
Touring Capital general partner Nagraj Kashyap said: “Generative AI is reshaping search and digital advertising, creating an opportunity for a new category of infrastructure to compensate content creators whose work powers the answers we are relying on daily.
“ProRata is addressing this inflection point with a market-neutral model designed to become the default platform for attribution and fair monetization across the ecosystem.”
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By GlobalDataGist Answers has been introduced with the support of early-access partners from more than 100 publications.
The platform is designed to restore control of the AI search experience to publishers, fostering more engaging and interactive user experiences that can lead to longer session durations and enhanced audience engagement.
Additionally, publishers can broaden their reach and revenue streams by licencing their content to ProRata, which will then inform Gist Answers on external platforms.
Currently, more than 700 publications globally are involved, as Gist employs its core content attribution technology to establish an ethical and licenced framework that ensures human creativity is recognised and rewarded within the AI economy.
Gist Answers is intended to complement Gist Ads, an advertising platform that converts AI-generated answers into valuable ad inventory by positioning native, conversational advertisements alongside AI responses.
ProRata CEO and founder Bill Gross said: “Search has always shaped how people discover knowledge, but for too long publishers have been forced to give that power away.
“Gist Answers changes that dynamic, bringing AI search directly to their sites, where it deepens engagement, restores control, and opens entirely new paths for discovery.”
ProRataAI is supported by a range of investors, including Touring Capital, Mayfield Fund, MVP Ventures, Revolution Ventures, SBI Investment, Prime Mover Labs, BOLD Capital, XPV-Exponential Ventures, dmg media, Calibrate Ventures, and Idealab Studio.
