Bill Gross, founder of Overture (the company that created paid search) and now ProRata.ai, says that generative AI is fundamentally rewriting the rules of search - which means marketers, advertisers, and customers must all adapt to new ways of discovering products. Gross explains ProRata’s business model, how advertising will evolve inside AI-generated results, what a fair-value model for publishers and creators might look like, and how brands can stay discoverable and trusted as attention shifts away from search pages toward GenAI chat models. For Further Reading: Generative AI Has a 'Shoplifting' Problem. This Startup CEO Has a Plan to Fix ItProRata.ai raises $40M and launches new search tool for publishersProRata.ai
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