Publisher solutions
Complete solution for managing AI access to publisher content
TollBit gives publishers a complete platform to understand AI traffic, define access rules, expose agent-ready content, guide discovery, and attach terms to AI usage — without affecting your human site
What publishers are trying to solve
Publishers typically come to TollBit to answer these questions:
- What are AI visitors doing on my site?
- How do I control who gets access and under what rules?
- How do I provide a specified path for agents?
- How do I show up correctly inside AI products?
- How do I set terms and rates for AI content usage?
- How do I control, manage, & monitor content access for my custom licenses?
TollBit answers all of these questions in one comprehensive platform.
The opportunity
AI systems increasingly rely on retrieval-augmented generation (RAG) to answer questions using fresh, authoritative content. Instead of training once and moving on, these systems retrieve publisher content in real time.
For publishers, this creates a new opportunity.
TollBit enables a pay-per-use model for AI access. Publishers define what content can be retrieved, under what terms, and at what rate. Every request is authenticated, licensed, and measured at the moment it happens — turning uncontrolled access into a monetizable channel.
Understand AI traffic
The first step any publisher should take in getting ready for the agentic web is gaining visibility.
TollBit provides a first-party, accurate view of AI activity at both the portfolio and individual site level. TollBit shows which agents are accessing content, which pages they're accessing, and how their behavior changes over time.
This is the foundation for every strategic decision that follows.
Primary products involved:
Control AI access at the moment it happens
Today, AI agents reach publisher content through sites built for humans — where identity, licenses, and usage limits can't be enforced in real time.
TollBit introduces a publisher-controlled access layer for AI traffic. Publishers configure their existing CDN, WAF, or bot tools to route identified AI agents to a TollBit-managed access point. There, agent identity is verified up front and access rules are evaluated before content is served.
The human site remains unchanged and continues to serve people as it does today. AI access is handled separately, under explicit rules defined by the publisher.
Control in this model is not just about blocking traffic. It is about making access explicit so publishers can apply rules consistently on every access attempt.
Primary products involved:
A new path for AI agents
The human web was not designed for agents. Scraping creates inconsistencies, risks, and can become costly for AI companies and publishers.
TollBit introduces the agent site as a stable, structured surface designed specifically for AI access. Hosted on the TollBit subdomain, it serves content under clear rules without impacting the human site. Content Cache and Content Controls define what is exposed and protect origin, while MCP provides a standard interface for agent access.
TollBit helps publishers create an agent site that provides a structured and stable surface specifically designed for AI access.
- Clear content controls
- Origin protection through caching
- Content reformatting to machine-readable structures
By separating agent access from human traffic, publishers gain predictable behavior, reduced load, and a clean foundation for licensing, pricing, and analytics.
Primary products involved:
Show up in AI, intentionally
Once a stable agent surface exists, the next question is discovery. When agents crawl the human web, publishers lose control over which pages are fetched, how they are interpreted, and how they are compiled into AI responses.
TollBit replaces this with explicit discovery paths into the agent site. NLWeb, Agent Apps, Search API, and webhooks guide agents to specific pages, objects, and endpoints defined by the publisher. Publishers define:
- What content is discoverable
- How it should be accessed
- Which surfaces it should appear in
Agents follow those routes instead of guessing. The result is predictable inclusion in AI products, using the same interfaces and rules that govern access everywhere else.
Primary products involved:
Monetization for AI usage
Traditional licensing relies on long, high-stakes negotiations and upfront commitments. That model doesn't work for AI access, where usage is dynamic, ongoing, and varies by agent.
TollBit enables a pay-per-use model that puts publishers in control. Terms and rates are applied at the moment of access, based on how content is actually used. Publishers have a clear record of what was used and by whom and can evolve pricing over time.
This model lowers friction and scales naturally as AI usage grows. For publishers that already have custom or 1:1 licensing agreements in place, TollBit can support those arrangements and apply existing terms.
Primary products involved:
Compliance
Licensed RAG access
Offer AI systems clear, enforceable licenses, from summarization use cases to full article display, without lengthy negotiations
Discovery
Bot & agent paywall
Usage-based pricing for AI access, on your terms
Intelligence
TollBit Analytics
Gain clear visibility into AI bot traffic on your website
Intelligence
Portfolio analytics
AI bot insights across your entire portfolio, in one centralized dashboard
Integrations
TollBit integrates directly with leading CDNs, WAFs, and security platforms so you can monitor, manage, and monetize AI traffic without changing your existing stack. Check out the TollBit Docs to learn more about our integrations.
Trusted by world's best publishers
One platform. Built for publishers.
TollBit brings visibility, control, delivery, discovery and monetization together into a single platform that is designed for how AI agents actually interact with publisher content. TollBit is free for publishers to use and typically takes less than 30 minutes to get started
