Prismatic gets a percentage of the revenue increase that it generates for publishers, while developers pay a flat monthly fee based on usage, Cross says. It’s still working out pricing for hedge fund API usage. (As a point of comparison, the revenue model for the old Prismatic was the same as the current model for publishers. “We just meant for it to be more like Adsense/Adwords where we ran all this in our own consumer products too,” Cross notes.)