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In the emerging world of answer engine advertising, everything old is suddenly new again.
Indeed, as the ecosystem gradually welcomes brands into the fold, many of the tools that shaped the last decade of digital marketing are reemerging in the space, albeit in a format tailormade for chatbots.
On Wednesday the generative engine optimization (GEO) firm Evertune debuted an expansion of its Partner Connect offering, which will bring retargeting to the world of large language models. The product, launched in partnership with the demand-side platform The Trade Desk and supply-side platform Index Exchange, will enable marketers to serve ads on websites that users visit after exiting an answer engine session.
The offering serves the roughly 12% of answer engine users who click through to a webpage following a chatbot session, according to Evertune CEO Brian Stempeck.
“Between ChatGPT, Gemini, AI Overviews, Sir, Amazon, and Walmart, AI search is becoming ubiquitous,” Stempeck said. “This is where consumer behavior is headed.”
The product accomplishes several objectives for brands, according to Stempeck.