As of October 2025, Perplexity stopped accepting new advertisers. Period.
At Advertising Week NYC, Jessica Chan (head of publisher partnerships) confirmed:
- •No new advertisers being accepted
- •Ads not on the roadmap for Comet browser
- •No timeline for reopening
What Happened
August 2025: Taz Patel, head of advertising and shopping, left the company after 9 months.
October 2025: Chan announced the pause at Advertising Week.
Why? Measurement problems. Two ad buyers told Adweek they struggled to measure CTRs and ROAS because Perplexity lacks the tools enterprise advertisers expect.
The Numbers Don't Lie
| Metric | Number |
|---|---|
| Monthly active users | 22-45 million |
| 2024 total revenue | $34 million |
| 2024 ad revenue | $20,000 (not $20K/month — total) |
| CPM rates | $50+ (premium pricing) |
| Subscription price | $20/mo Pro, $200/mo Max |
They made $20K from ads while burning $65M. The subscription model is working. Ads are not.
Who Still Has Access
Original partners from the November 2024 launch continue testing:
- •Indeed
- •Whole Foods Market
- •Universal McCann
- •PMG
These are closed pilots, not scalable advertising.
What This Means for Agencies
Don't promise Perplexity ads. Don't include it in proposals. Don't build it into 2026 plans.
Instead:
- 1.Focus on GEO/AEO to get clients cited organically in Perplexity
- 2.Monitor Perplexity's official channels for reopening announcements
- 3.Build relationships with agencies who had early access (they'll know when it reopens)
The Organic Play
Perplexity cites sources. If your client's content is authoritative, they get mentioned for free.
Research shows Perplexity cites Reddit 47% of the time — community presence matters.
