Cloudflare 推出 pay per use 测试版，让 AI 按内容实际价值向出版商付费
Making AI Pay Its Way, With Cloudflare
- 1Cloudflare 上月推出 pay per use 测试版，取代此前按页面抓取次数向 AI 公司收费的 pay per crawl
- 2新机制下 AI 公司须如实申报爬虫并出价，出版商决定是否接受，按内容实际带来的价值收费
- 3Cloudflare 称 AI 机器人每给出版商带回一名人类读者，就要抓取数千个页面
- 4Cloudflare 高管 Cohen 表示不要指望 AI 收入一对一替代广告收入，买卖双方需真诚实验
Cloudflare 把 AI 抓取从版权对峙推向按实际价值计价的交易市场，网络入口层正在变成内容收费的基础设施。
- 影响：内容方多了一条把抓取变现或设限的路径，可借面板数据看清自家内容被哪些模型使用；AI 公司的内容获取成本从默认免费走向议价；Cohen 明言这笔收入难以一对一替代广告收入。
- 参考：值得先用 Cloudflare 面板盘点自家内容被 ChatGPT、Claude 等抓取的频次和高热度 URL，再决定屏蔽还是接洽付费；可考虑评估 pay per use 测试版的出价是否匹配内容实际价值。
- 依据：抓取与读者之比、20% 全球流量占比和产品进展均出自 Cloudflare 高管 Cohen 在 AdExchanger 播客访谈中的说法，官方口径暂无独立验证。
Tuesday, October 13th, 2026 – 1:00 am
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A podcast interview with
Lara Cohen
VP, Strategic Partnerships, Media, Creators & AI
For every human reader they send back to publishers, AI bots scrape thousands of pages, according to Cloudflare.
Yikes.
That’s not what publishers agreed to when they started letting search engines crawl their sites in exchange for traffic, says Lara Cohen, VP of strategic partnerships for media, creators and AI at Cloudflare, on this week’s episode of AdExchanger Talks.
Cloudflare, which routes roughly 20% of global internet traffic, is trying to help publishers fight back – and it’s an unlikely hero. As a network security company, Cloudflare is better known for providing CDN services, fending off hackers and helping with domain management.
But millions of publishers sit on Cloudflare’s network, and it could see their human traffic drying up.
Cloudflare isn’t anti-AI, Cohen says. Far from it. But “in order for AI to thrive,” she says, “original human content also has to thrive.”
And so Cloudflare has built dashboards that show publishers how often large language models like ChatGPT and Claude pull their content, which URLs are popular and how many of their visitors are human. Publishers can then choose to block the bots – or get paid.
Last month, Cloudflare launched a beta of “pay per use,” a new feature that takes the place of “pay per crawl,” its earlier plan to charge AI companies every time a bot scraped a page.
The thinking now is that LLMs should pay for the value they actually get from a publisher’s content, say by using it to answer a user’s question. AI companies make an offer, and publishers decide whether to take it.
Buyers have to play fair, though. “They have to declare their crawler,” Cohen says. “They have to be showing up honestly.”
But don’t expect AI money to replace ad revenue dollar for dollar.
“I can’t turn back the hands of time and make it 1995,” Cohen says. “What we’re looking for in the marketplace is good actors on both sides who are truly trying to experiment and get this right.”
Also in this episode: Dealing with the “Google problem,” Cohen’s theory on how local news has a chance to thrive in the AI era and why she’ll never let an AI agent go shoe shopping for her.
For more articles featuring Lara Cohen, click here.
来源：AdExchanger · adexchanger.com