Perplexity advertising is live but early. The current product—Sponsored Follow-Up Questions with CPM pricing—is version 1.0.
What comes next matters for advertisers deciding how much to invest in learning the platform now versus waiting for maturity.
Current State: Where We Are
Perplexity advertising launched in late 2024 with:
- Sponsored Follow-Up Questions as the primary format
- CPM-based pricing in the $30-50 range
- Limited targeting based on topic and category
- Managed service for most advertisers, with expanding self-serve access
- Basic reporting on impressions and engagement
Early advertisers include major brands across CPG, technology, finance, and retail. The platform is proven but not yet mature.
Expected Near-Term Developments
Based on platform patterns and Perplexity's stated direction, expect these developments in 2025:
Expanded Self-Serve Access
Currently, most advertisers work through Perplexity's managed service or waitlists. Self-serve access is expanding but not universal.
Coming: Broader self-serve platform availability, likely with tiered access based on spend commitments. Mid-market advertisers gain direct access without managed service requirements.
Timeline: First half 2025 for meaningful expansion.
Enhanced Targeting Options
Current targeting is relatively basic—topic and category level. More sophisticated targeting is coming.
Expected additions:
- Query-level targeting (specific question types)
- Audience segments based on research behavior
- Interest-based targeting from user patterns
- Retargeting capabilities for engaged users
Timeline: Rolling out through 2025.
Additional Ad Formats
Sponsored Follow-Up Questions won't be the only format forever.
Potential new formats:
- Sponsored answers or answer sections
- Display units within the interface
- Sponsored source citations
- Video or rich media integration
Timeline: New formats likely testing by mid-2025, broader availability later in year.
Improved Measurement
Current measurement is basic. Advertisers need better attribution tools.
Expected improvements:
- Conversion tracking integration
- View-through attribution options
- Brand lift study capabilities
- API access for reporting
Timeline: Measurement improvements are high priority; expect progress throughout 2025.
Longer-Term Possibilities
Looking beyond immediate roadmap:
Programmatic Buying
As Perplexity scales, programmatic access becomes viable.
What this means: DSP integration, real-time bidding, automated buying at scale. Large advertisers and agencies can incorporate Perplexity into programmatic strategies.
Timeline: Likely 2026 for meaningful programmatic infrastructure.
Enterprise Solutions
B2B advertisers and agencies need enterprise-grade features.
Potential features:
- Multi-account management
- Agency access and permissions
- Advanced API capabilities
- Custom reporting and integrations
Timeline: Enterprise features typically follow self-serve maturity; expect 2025-2026.
International Expansion
Perplexity's user base is currently US-heavy. Advertising will follow user growth internationally.
What to watch: User growth in Europe, APAC, and other markets signals when advertising expands geographically.
Timeline: Dependent on user growth; likely phased rollout starting 2025.
AI-Enhanced Optimization
Perplexity will likely add AI-powered advertising features.
Possibilities:
- Automated question generation
- AI-optimized targeting
- Predictive performance modeling
- Dynamic creative optimization
Timeline: AI features could arrive anytime; Perplexity has obvious AI capabilities to leverage.
What This Means for Advertisers
Early Adopter Advantages
Advertisers who engage now benefit from:
- Lower competition before the platform scales
- Learning curve advantage over later entrants
- Relationship building with Perplexity's ad team
- First-mover positioning in category research contexts
These advantages diminish as the platform matures and competition increases.
Waiting Risks
Advertisers who wait face:
- Higher costs as demand increases
- Steeper learning curves under competitive pressure
- Missed organic learning from early experimentation
- Competitor advantages if rivals adopted earlier
The Strategic Question
The question isn't whether Perplexity advertising will mature—it will. The question is whether to learn now or later.
Engage now if:
- Your category fits Perplexity's research audience
- You have budget for experimental channels
- Learning and optimization expertise is a priority
- Competitors are already testing
Wait if:
- Budget constraints require proven ROI channels only
- Your category doesn't fit research-intent audiences
- Measurement infrastructure isn't ready
- Self-serve access isn't yet available for your tier
Preparing for What's Coming
Regardless of when you engage, prepare for Perplexity's evolution:
Build measurement infrastructure. Better platform measurement is coming, but you'll still need brand lift and incrementality capabilities. Build them now.
Develop content assets. Richer ad formats will require more content. Case studies, data, video—prepare assets that can feed future formats.
Establish baselines. Track brand search, direct traffic, and survey attribution now. Baselines enable measuring impact when you do engage.
Monitor platform developments. Follow Perplexity's announcements, advertiser case studies, and industry coverage. Adjust timing based on new information.
Maintain flexibility. Budget and strategy should accommodate rapid platform changes. Rigid annual plans miss opportunities.
The 2025 Outlook
Perplexity advertising will look meaningfully different by end of 2025:
- Broader advertiser access
- More sophisticated targeting
- Additional ad formats
- Better measurement tools
- Higher competition and likely higher costs
The platform is maturing quickly. The window for early-adopter advantages is measured in months, not years.
The Bottom Line
Perplexity's ad product is early but evolving fast. Current limitations—basic targeting, limited self-serve, simple measurement—will improve throughout 2025.
Advertisers must balance early-mover advantages against platform immaturity. There's no perfect timing. There's only the decision to engage now and learn, or wait and pay the cost of later entry.
The platform is coming either way. The only question is when you join.
