Introducing Monetize, Powered by TollBit: Turn AI Scrapers Into a Revenue Stream
Popular LLMs like ChatGPT and Claude increasingly answer questions in real time by retrieving content from across the web — digesting material produced by millions of sources and aggregating it into a single response. Convenient for the end user, but that content is often pulled from publisher websites without permission, attribution, or payment.
This is upending the current online content ecosystem, a model that relies on human visitors engaging with ads as compensation for accessing ‘free’ content.
As LLMs continue to grow as a proportion of traffic, Netacea has partnered with TollBit to launch Monetize, powered by TollBit — a new capability for detecting, governing, and monetising LLM traffic on your web estate.
Blocking isn’t a business model
Monetize helps content owners solve two serious problems:
AI chatbots are the first problem: they divert human readers away from the content owners who created the content, cutting into the ad revenue those businesses depend on. Reuters expects that traffic to drop by as much as 43% over the next three years, and some content owners who are already struggling won’t survive it.
There’s a second problem, closer to home for the AI companies themselves: the answers they generate are only as good as the sources they draw on — and those sources need a reason to keep publishing.
A handful of publishers, like the FT and Reddit, have struck significant multi-year licensing deals with LLMs. Everyone else blocks AI crawlers outright, or hopes referral traffic, currently around 1%, makes up the difference.
Content owners shouldn’t have to choose between securing their content from unauthorized use and their economic future.
Monetize: Set the rules. Set the price.
That’s why Netacea has partnered with TollBit to launch Monetize: a new integration that lets content owners decide what happens when an AI bot arrives — allow it, block it, or charge for access — protecting their intellectual property from unauthorised use and opening a new revenue stream in the process.
The proposition is simple: if your organisation has created content, you should get to decide how it’s used.
Netacea brings the Web and LLM Scraping Management capabilities of our platform, noted as best-in-class by Forrester. TollBit brings the monetisation layer: analytics showing exactly which bots are accessing what, a dedicated agent site where access rules are enforced, and the licensing marketplace — already used by 10,000+ sites — where publishers set their terms and get paid.
Together, it’s the tech solution content owners have been waiting for – a simple but effective way to take full control over how AI accesses their content. They can now understand how LLMs are accessing their content. They can now understand how AI LLMs are accessing their content, and decide how that access is monetised for our new AI-led reality, without impacting the experiences of existing, legitimate users.
Visible to AI, paid by AI
Right now, every unpaid scrape is a transaction the content owner never got a say in. Every AI answer built from their reporting is a reader who got what they needed without clicking through.
Monetize changes what content owners can ask for in return for the use of their content and charts a course for a new model that compensates everyone fairly. Their content stays visible to AI crawlers, but now every use gets paid: regardless of whether that’s human or automated.
The FT and Reddit already struck that kind of arrangement for themselves. Monetize makes the same thing possible for content owners who don’t have a seat at that table.
Get Started With Mozetize
Monetize is live and onboarding content owners now. Contact our team of automated traffic experts to get started today.
We can run a scrape audit on your site: which AI crawlers are hitting it today, and how that traffic could be governed and monetized. Existing Netacea customers can also switch on TollBit analytics and see the full picture for themselves.
