Hm, I don't see much reason to use it unless the website in question is paid. Web today is run on ad revenue and not only won't the site extract any revenue from the agent, it even won't look as a person for ad purposes.
The way I see it the choice for websites is quickly becoming not ads vs. no ads but getting scraped for free by ai companies vs. offering a clean managed front door.
Right now, when an ai scrapes a site, it bypasses the entire user experience that site owners have carefully designed to guide visitors and keep them engaged. The ai just extracts the data and leaves completely ignoring the layout, the related content, and any other part of the site s strategy. Aura is a way for a site to manage that interaction, and this opens up a couple of possibilities. For paid services the aura.json manifest can technically define which capabilities require payment. Your ai agent connected to your payment method, could then directly pay for a api call on your behalf to complete a task.
But perhaps more interestingly for adsupported sites aura enables a new kind of advertising. Since the ai s request contains precise user intent(e.g. searching for flights to London) the api response can include a highly relevant, structured ad object right alongside the data. That s an ad delivered at the peak moment of user intent, which is far more valuable than a simple banner impression. It gives control back to the site owner to build a business model that actually works in a world full of ai agents.
