Five leading publishers are rolling out a new AI-powered search and ad format. The technology keeps users on-site by answering questions directly. Advertisers gain new ways to engage audiences and analyze intent.
Five prominent publishers are adopting a new AI-driven search and advertising solution designed to address how audiences now seek information through questions rather than keywords. The Arena Group, BuzzFeed, DMGT, Frommer’s, and Sports Illustrated have partnered with Gist, an AI platform from ProRata, to launch updated white-label tools that aim to keep users engaged on their own sites.
The rollout includes two main features: “Gist Answers,” which delivers direct responses to user questions, and the “Question Bar,” an ad format that surfaces sponsored questions within publisher content. According to Gist CMO Peter Sloterdyk, this approach is part of what he calls the emerging "Q&A economy," where publishers retain valuable search data and ad inventory instead of losing traffic to external AI engines like OpenAI ChatGPT or Google Gemini.
Sloterdyk explained that advertisers can now see which questions drive the most engagement and use those insights to refine campaigns and content. The Question Bar appears within publisher pages, allowing readers to tap on questions and receive answers sourced from the publisher’s own content, reducing the need to leave for outside search engines. Advertisers can also respond to relevant questions about their products or services in a sponsored format, creating new opportunities for targeted messaging.
Other publishers are also experimenting with AI-powered answer engines. For example, HuffPost UK, Reach, and USA Today have recently added Taboola’s DeeperDive toolbar, which recommends content based on on-site information. Sloterdyk maintains that Gist’s user experience is distinct, noting that marketers must now anticipate the questions users will ask, as keyword bidding is no longer the primary mechanism for ad targeting.
As large language models increasingly answer questions off-site, publishers risk losing the referral traffic that supports their journalism, while brands lose predictable search visibility. Gist’s solution aims to counter this shift by keeping both engagement and data within publisher ecosystems. The Question Bar is already live on The Arena Group’s sites such as Autoblog, with Sports Illustrated deploying Gist Answers across its platform. Frommer’s and BuzzFeed are set to launch the tools in the coming weeks, and DMGT has started with Metro before expanding to other titles. The ad format is immediately available to advertisers.
Gist projects it will serve 500 million questions by the end of June and expects to surpass 1 billion questions monthly by the end of Q3. Recent research from Eight Oh Two Marketing indicates that 37% of consumers now begin their search with an AI engine, and nearly half say AI influences which brands they trust first. This shift in behavior is prompting publishers and advertisers to rethink their strategies for capturing and monetizing audience intent. For additional perspective on how publishers are adapting to AI-driven discovery, see this analysis of how brands are working to boost their visibility in AI assistants.
Gist, owned by ProRata and founded by Bill Gross-who is credited with developing the original paid-search and pay-per-click model-has raised over $75 million since its 2024 launch, including a $40 million Series B round. The company’s rapid funding and deployment reflect growing demand for publisher-controlled AI tools that address changing search and advertising dynamics.
