The controversial social media platform Parler, known for its right-wing user base, is preparing for a comeback ahead of the presidential elections next year. After being temporarily taken offline following the January 6th insurrection, the new owners of Parler have announced plans for a "powerful resurgence" that aims to recapture the platform's original purpose as a robust marketplace of ideas. Parler has been offline since April, when it was acquired by digital media conglomerate Starboard in a deal whose financial details were not disclosed. Prior to Starboard's involvement, rapper Ye, formerly known as Kanye West, had expressed interest in purchasing the company, but negotiations fell through at the end of last year.

The new owner of Parler is a limited liability corporation called PDS Partners. Elise Pierotti, the platform's returning Chief Marketing Officer, stated that PDS Partners includes herself, Parler's new CEO Ryan Rhodes, and other anonymous individuals. Joining the team as the Chief Strategy Officer is Jaco Booyens, a prominent anti-sex trafficking activist. Pierotti did not disclose the specific terms of the deal but revealed that it was finalized the previous week, with plans to relaunch the platform in the first quarter of next year.

Parler had always maintained a relatively small user base, even in comparison to other right-wing and libertarian-focused apps that positioned themselves as bastions of free speech. The platform faced significant challenges when it attempted to come back online after Amazon removed its web-hosting service in early 2021 due to Parler's refusal to remove posts inciting violence. Pierotti confirmed that Parler will no longer use Amazon's cloud service AWS, and instead, it will rely on other technologies, including a "hyper-scaled private cloud." She emphasized the new company's commitment to combating moderation issues and distancing itself from past events, stating, "As a new company, we prefer to not be associated with those events and have taken the steps to combat those issues."

In addition to Amazon's actions, both Google and Apple had removed Parler's app from their respective online stores following the January 6th insurrection. However, they later allowed the platform to return. Parler's relaunch comes at a critical time as it seeks to regain its user base and carve out a space within the crowded social media landscape. Its emphasis on free speech and attracting right-wing voices may prove enticing to certain segments of the population in the lead-up to the next presidential elections.