Advertisers can now reach buyers who asked AI models about products in their category and clicked through to a cited source, using programmatic advertising across display, mobile and CTV after those shoppers leave the AI conversation. Evertune’s integration with Experian makes AI Retargeting audiences available for activation today on The Trade Desk, DV360, and Yahoo DSP, with additional platforms coming soon.
AI models don't offer user-based retargeting, inside or outside their walls. Site retargeting captures buyers already further down the funnel. AI Retargeting adds a new signal earlier in the journey, complementing the browsing, purchase, and demographic data marketers already activate. AI Retargeting is the first product on the market that turns AI research behavior into an addressable audience.
"Our approach at Yahoo DSP is to give advertisers choice in how they utilize AI in the workflow, pairing our own proprietary capabilities with best-in-class partner solutions," says Jessica Rocco, Senior Director of Business Development at Yahoo DSP. "By making Evertune AI Retargeting available through Experian, advertisers can now turn consumer AI research behavior into addressable audiences and activate them across display, mobile and CTV, all within the platform they already use."
How It Works
AI models cite sources so buyers can check facts and dig deeper. When a buyer clicks a citation, it's a strong sign of intent: they've read the model's recommendation and are actively verifying it.
AI Retargeting turns that click into an addressable audience. Evertune identifies when buyers arrive at a cited page from an AI model. Evertune's AI agents build segments of people who have researched across more than 50 categories, including Apparel, Mobile Devices, Luxury SUVs, and Console Gaming. Experian connects those segments across devices and makes them available in The Trade Desk, DV360, and Yahoo DSP, ready to activate with the match rates and scale advertisers expect.
Brands that want to go further can work with Evertune to build a custom audience from buyers who researched brand-approved prompts in AI. Evertune builds the segment and delivers it through Experian. Custom audiences can go to any platform in Experian’s media destination network that accepts custom audiences.
Four Ways to Use Evertune Audiences in Your Campaigns
- Expand prospecting beyond your site visitors. Site retargeting only reaches buyers who have already found you. Add Evertune audiences to your prospecting campaigns to reach buyers who are actively comparing options in your category but haven't visited your site yet.
- Stay in consideration with AI model recommendations. A model's answer can shape a buyer's shortlist, and your brand won't always be on it. Use Evertune audiences in consideration campaigns to reach shoppers in your category no matter which brands the model named and make your case directly. For more precision, build a custom audience around prompts that match your product or competitive set.
- Put in-market shoppers on the big screen. Evertune audiences run across CTV, display, and mobile. That lets you add shoppers who recently researched your category in AI to your CTV campaigns and reach them with brand storytelling while they're still deciding.
- Sharpen targeting with Experian consumer context. Combine Evertune audiences with Experian consumer attributes to focus spend on the shoppers who best fit your campaign goals. For example, target Luxury SUV shoppers in households that currently own a competing luxury brand.
Experian’s role
When a buyer clicks an AI citation, Evertune captures that signal on a single browser or device. Experian’s Digital Graph employs advanced machine learning to resolve disparate digital signals, connecting that click event to other associated devices and identifiers. With those connections, audiences can more effectively activate on intent captured on a phone or laptop across the channels where buyers browse, stream, and watch.
Because Experian’s identity is signal agnostic, those connections hold up as signals change or fade, which keeps the audience addressable well after the click. That improves match rates and preserves audience value from build through activation on platforms.
Why Evertune
Evertune is the only generative engine optimization (GEO) platform that helps advertisers own the entire AI customer journey inside and outside the AI conversation. Evertune powers brands to improve their organic visibility in AI answers, advertise inside AI models, and re-engage buyers across the open web through AI Retargeting.
Ready to reach the buyers researching your category in AI?
Talk to our team about activating Evertune AI Retargeting on The Trade Desk, DV360, or Yahoo DSP today.
