ProRata [proh rah-tuh] adverb
proportionately according to an exactly calculable factor or. Latin phrase pro rata, meaning “in proportion”
What we do
ProRata, based in Pasadena, California, develops AI-powered search, advertising, and attribution technologies—built on a foundation of respect for content and its creators.
Founded by Bill Gross at Idealab–the longest-running and most successful technology incubator.
ProRata was founded by Bill Gross and incubated at Idealab Studio. Gross is widely credited with inventing the concept of the pay-per-click monetization model for Internet search when he founded GoTo.com in 1998. After a successful IPO and becoming the global market leader in paid search, the company was acquired by Yahoo! Today, his pioneering model powers the multibillion-dollar online search market and is used by millions of websites around the world.
Since 1996, Idealab Studio and Idealab have launched more than 150 companies that have turned into over 50 acquisitions and IPOs.
“Our mission here at ProRata is to protect, enhance, and help monetize human creativity in the era of AI.”
Bill Gross
Founder & CEO
The problem
By scraping copyrighted material without compensation, AI poses an existential threat to content creators.
Content creators aren’t getting credit for their work
Content creators aren’t sharing in the financial upside of Gen AI
Publishers are seeing a major reduction in traffic
The solution
To thrive, content owners need to be paid the full value of their work every time it’s used.
Content creators must give permission for their work to be used
Content creators must receive a fair share of the revenue their work generates
Content creators must receive recognition, not be hidden from view
The technology
To enable fair credit and compensation, Gist Attribution uses proprietary technology to unpack AI answers and measure the relative value of contributing source material.
Identifies and ranks the value of all contributing sources to an AI answer
Enables permission-based revenue share business models based on outputs, not inputs
Investors
ProRata is funded by incredible investors. We deeply value their support for our mission.
Careers
Join us as we advance the frontier of responsible AI.
We’re a diverse team united by a shared mission: building innovative, collaborative solutions that make a difference. If you’re passionate about solving real problems and want to work with smart, driven people who care, you’ll feel right at home here.
