Evertune Unveils AI Retargeting With Index Exchange and The Trade Desk

Evertune, a generative AI-driven marketing intelligence and optimization platform, has announced a major expansion of its Partner Connect offering with new integrations into programmatic advertising through Index Exchange and The Trade Desk. The move enables brands to launch AI retargeting campaigns on premium publishers that influence AI-generated recommendations – even when the brand itself isn’t mentioned in the original AI responses.

This development marks a crucial evolution in how businesses can engage audiences in an era where generative AI increasingly shapes discovery and research behavior – and could significantly alter advertising strategies for B2B marketers, agencies, and enterprise brands.

What Is AI Retargeting and Why It Matters

Traditionally, retargeting has involved tracking users who have engaged with a brand’s digital touchpoints – such as visiting a website or clicking on a display ad – and delivering tailored ads to bring them back into the conversion funnel. Evertune’s new AI retargeting adds a layer to this model by connecting AI visibility intelligence to media activation. Instead of only targeting users after they visit a brand asset, marketers can now reach users when they land on content that influenced AI answers about their category, such as product comparison guides, industry reports, or authoritative publisher pages.

Apparently, only about 12% of users who are recommended by an AI actually click on the source material to check it out, and so these publisher sites are critical moments for potential customer engagement.

With this integration, brand clients of the firm would be able to advertise programmatically on these high-intent sites through both Index Exchange, which is a leading supply-side platform, and The Trade Desk, which is a leading demand-side platform. This will bridge advertising and AI-powered product discovery through the integration of Evertune.

Also Read: Guideline Unveils “AI Factory” to Supercharge Advertising Intelligence and Media Planning

How This Changes the B2B Marketing and Advertising Landscape

For the B2B marketing and advertising space, this announcement represents both an incremental improvement to existing technologies and a portent of changing priorities in marketing strategy and technology.

Leveraging AI as a Discovery and Engagement Engine

Generative AI models are increasingly becoming part of the B2B buyer’s research process – helping define needs, recommend solutions, and shape consideration sets before users ever visit a brand’s website. By identifying which publisher sources contribute most to AI recommendations and deploying ads directly on those sites, marketers can engage prospects at the critical research and validation stage of the customer journey.

This shift has huge implications for demand-generation strategies. Rather than having to rely solely on owned channels or traditional retargeting paths, brands can now extend visibility into a new touchpoint: AI-influenced research behavior. It represents a significant evolution in how brand awareness and intent can be measured and acted upon to align programmatic strategy with AI recommendation signals.

Closing the Gap Between AI Insights and Media Activation

One of the perennial challenges in modern marketing technology stacks is turning data into action quickly and at scale. Evertune’s approach – tying AI visibility insights directly into media activation – simplifies this pathway. Marketers don’t just learn which publishers influence AI answers; they can automatically activate ads on those same publishers via programmatic channels.

With this capability, for B2B buyers who mostly undertake detailed research before making a purchase, brands will be top of mind during deeper investigation moments when audiences are closer to conversion. This integration will neatly align visibility intelligence with performance execution to ensure streamlined workflows and make it easier for teams to justify media spend with data-backed signals.

Enhancing Contextual Relevance and Intent-Driven Targeting

Programmatic advertising has long been driven by audience segments, behavioral signals, and contextual relevance. AI retargeting adds yet another dimension – AI citations and influence footprints, which reflect real user information needs and decision criteria. Connecting the dots between what users ask AI and the third-party content AI cites provides contextual signals that are closer to intent than many traditional targeting methods.

This is particularly valuable for B2B categories where purchase decisions are high-value, involve multiple stakeholders, and require deep research — such as enterprise software, cloud services, financial platforms, or industrial solutions. In such categories, building ads around contextually relevant content can significantly improve relevance and engagement.

Strategic Implications for Agencies and Brands

More Efficient Spend and Attribution

By activating ads on publisher sites that already influence discovery, marketers can improve reach and efficiency, delivering messages where prospects are already seeking validation. If programmatic budgets were historically spent on broad category inventories, AI retargeting focuses spend on publisher environments validated by AI behavior.

A Competitive Advantage in AI-Driven Markets

Brands that adopt AI-aligned media strategies early may gain a competitive edge as generative AI becomes more integrated into search and decision workflows. Understanding how and where AI directs attention — then acting through programmatic mechanisms — gives early adopters a richer toolkit to influence buyer journeys.

Conclusion: A Step Toward Smarter, AI-Aligned Advertising

The expansion of Evertune’s Partner Connect with integrations into Index Exchange and The Trade Desk signals a broader maturation in ad tech — one where AI visibility, intent signals, data insights, and media activation are tightly integrated into a cohesive marketing solution.

For B2B marketers and advertisers, the implication of this kind of announcement extends far beyond the interests of yet another vendor’s ability to release yet another version with some added features. Instead, the news represents potentially a paradigm-shifting capability for the way in which the consumer can be reached, touched, and converted through a means in which the influence of AI on the overall research and discovery process has the same degree of importance and relevance as has been the case for so many years.