The Opus blog

A new logic for e-commerce advertising: the buyer’s question matters more than the keyword

When someone searches for “a bed,” a retailer can show them an ad for beds. But when they ask AI which bed would suit two tall, light sleepers, the ad needs to address a much more specific need. According to Margus Eha, CEO of Opus, this is changing three things in e-commerce marketing at once: keywords are becoming less important, product data is becoming more important, and the final form of an ad is increasingly shaped by the buyer’s query.

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