Liner, a South Korean AI search engine, is testing ads in the U.S. and Europe using a cost-per-click (CPC) model, believing it to be more measurable than cost-per-thousand impressions (CPM). They are trialing three ad formats, including standard placements around AI-generated answers and new 'generative ads'. The company aims to create a new category of AI search ads and emphasizes serving ads based on users' recent questions to maximize relevance. Liner's approach focuses on understanding user queries for better ad placement and targeting.
We had this kind of hypothesis... Maybe we can create some kind of third category, which is AI search ads.
Instead of retargeting users, Liner serves ads based on just the most recent question a user asks, which Kim said has the most immediate interest and value.
We've learned the key is understanding the question itself. People don't ask questions in really good ways.
Liner thinks CPC is still more measurable compared to a CPM model.
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