Digiday reports Perplexity blocked Time ads served to AI agents and called them deceptive, a warning shot for publishers experimenting with agent-facing ad units.

Digiday reported that Perplexity blocked Time ads served to AI agents and called the units deceptive. The dispute shows how messy agent-facing ad inventory can get before standards settle. Publishers need disclosure rules that platforms will accept before brands spend heavily. Talent-led media companies should avoid selling AI-agent placements without clear reporting and refund terms.