How Noble
Fixes It

In the fall of 2025, Rahul Jain and Josh Budman pivoted Noble after seeing how search was shifting, and set out to rebuild the economics AI search broke. In the early days that meant tracking every single publisher interaction in Google Sheets. It was slow, and manual, but it’s how they proved the model works before automating the process.

It all works through authentic brand mentions: a few sentences that bring a relevant brand's data or perspective into an article. As the expert on the topic, the publisher decides whether the information is worth including. For the brand, this means visibility because they show up in the third-party articles LLMs already cite. For the publisher, it's revenue on content they lost to declining web traffic. For the reader, it's a more accurate answer they can trust. 

The Internet is a big place full of out of date or flat out inaccurate information which AI parrots back to buyers as absolute truth. So Noble also constantly scans for inaccuracies and works with publishers to ensure the AI only relays what's true now.

That's how you keep the internet honest: accurate information from sources that both buyers and LLMs trust. 

That's Noble.