PayPerPost is a website which helps content creators such as bloggers find advertisers willing to sponsor specific content. The advertisers create opportunities ("opps") that describe the content they are looking for (e.g. feedback, reviews, buzz, creative, video). The bloggers (sometimes referred to as "Posties") then choose opportunities in their area of interest.

Once the blogger has written a blog post or posted a video that matches the requirements, PPP then reviews the post against its requirements (e.g. topic, tone, length) and PPP terms of service (e.g. disclosure required, no adult content), and handles payment.

In April 2007, PPP introduced a segmentation system whereby advertisers can limit which bloggers qualify for their opportunity. The system uses criteria such as Google

Google

Google Inc. is an American multinational public corporation invested in Internet search, cloud computing, and advertising technologies. Google hosts and develops a number of Internet-based services and products, and generates profit primarily from advertising through its AdWords program...

 Page Rank, Alexa

Alexa Internet

Alexa Internet, Inc. is a California-based subsidiary company of Amazon.com that is known for its toolbar and Web site. Once installed, the toolbar collects data on browsing behavior which is transmitted to the Web site where it is stored and analyzed and is the basis for the company's Web traffic...

 rank, blogger quality rank, RealRank and blog categories. They can also exclude blogs on certain domains.

PayPerPost sparked controversy in its first year, with critics saying that sponsored blogging was unethical. It has received sustained criticism from technology blogger Michael Arrington

Michael Arrington

J. Michael Arrington is the founder and former co-editor of TechCrunch, a blog covering the Silicon Valley technology start-up communities and the wider technology field in USA and elsewhere...

 and sustained support from technology blogger Andy Beard. Some supporters said that sponsored blogging helps "blue-collar bloggers", and PayPerPost members asserts that there is room for all views in the blogosphere.

PayPerPost is a business unit of IZEA, founded by Ted Murphy, who had also founded the interactive agency MindComet and the BlogStar Network, designed to connect advertisers with bloggers in a manual, non-marketplace fashion. "BlogStar Network" was later absorbed by PayPerPost.