The Internet's Second Audience: Agents and Software

Cloudflare reports that more than half of internet traffic is now generated by agents, software acting on behalf of people. This shift has significant implications for businesses, as traditional revenue models are no longer effective. To adapt, site owners need to learn to serve both human and agent audiences, and Cloudflare is providing tools to help them do so. The company has introduced separate controls for search, agent, and training traffic, and has partnered with major operators to verify bot requests. By setting terms and getting paid, site owners can ensure a sustainable future for the open web.