In August 2024, referral traffic from Perplexity significantly increased for major publishers like Forbes, The New York Times, and The Guardian, raising questions about AI search's impact.
Despite the upsurge in visits from Perplexity, these numbers remain a small fraction of overall traffic for these publishers, as Forbes cites only 3.3% from referrals.
A representative from The New York Times questioned the significance of Perplexity's traffic, indicating it may not represent new audiences unfamiliar with traditional news sources.
Perplexity, while one of the leading referrers of traffic to news sites, has seen a decline in its overall referral traffic, highlighting the changing dynamics of AI search.
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