Category: In the News

Curated Performance Marketing News – Consumer and Industry Trends-Affiliate Networks, Business Insights and more.

Why Pfizer and other blue-chip brands are building internal AI search hubs to reclaim control

The ad industry’s latest dernier cri is going in-house. Marketers at major advertisers, such as Pfizer, are pulling generative engine optimization (GEO) expertise inside the tent as their sense of urgency over search’s shifting landscape grows.

Pfizer officially transitioned its SEO and AI discoverability efforts to its in-house team this week, according to a LinkedIn post from Joshua Palau, the firm’s vp of performance media. It took about 60 days to build out the capability, complete with new hires, including Kinesso’s former director of SEO, per the post. 

‘We have more experience’

Pfizer isn’t the only advertiser making SEO and AI search expertise an internal matter. Georgia Pacific and U.S. Bank have both stood up teams within their internal marketing units recently, while Adobe, Hertz, T-Mobile, Lowe’s and Skims are all currently advertising for managerial or directorial positions that include responsibility for SEO and AI discoverability. 

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OpenAI has quietly launched its ads manager as it races to build out its ads business

OpenAI launched an ads manager last week — the latest move in its fast expanding advertising business, Digiday has learned.

The tool — described by those with access as serviceable and broadly similar in layout to Google Ads — is a test within a test accessible to only a handful of advertisers. But it represents a meaningful step in OpenAI’s fast-expanding advertising business: where previously advertisers handed over a budget and received weekly CSV reports, they can now monitor performance in real-time and optimize against impressions and clicks without an intermediary. 

That self-serve capability matters because it’s load-bearing infrastructure for OpenAI’s broader ambitions. The company has projected that advertising could be worth $102 billion by 2030, per The Information — a target that’s impossible to hit without an ads manager. If it successfully scales beyond the test, it would represent a notable shift: self-serve is how Google, Meta and Amazon each went from controlled experiment to dominant ad platform.

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