How to build sponsored answers in an AI assistant
An ad unit for a world with no results page and no click
1 min read
TL;DR
- The answer is the ad slot. Keep it clearly labeled.
- Run the auction on intent, then check relevance before you show it.
- Measure the action the user took, not the click.
The problem
When the assistant answers, there is no page of links to sell. The ad has to live inside the answer, or next to it, without breaking trust.
The VP calls
The call
Where does the ad sit?
Inside the answer · Below it · As a follow-up
Below the answer, clearly labeled. Earn the right to go inside it.
The call
What does the buyer pay for?
Impression · Action · Outcome
Action. It is the closest thing to the click they used to buy.
The build
Detect commercial intent
Owner: Data science3 weeks
Score each prompt for intent. Only show ads above a threshold.
Run the auction
Owner: Engineering6 weeks
Rank bids by price times relevance, with a floor on relevance.
Mistakes to avoid
- Hiding the label to lift performance.
- Showing an ad on every answer.
Go to market
Launch with a few advertisers in one vertical. Prove the action rate, then open the auction.
Checklist
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