A new ad format lets users chat directly with brands inside native ads. Ströer and Seeding Alliance aim to boost engagement for complex products. The tool is now available for booking.
Ströer and its subsidiary Seeding Alliance have introduced a native advertising format that integrates AI-driven chat directly into ads, allowing users to interact with brands in real time. This new offering, called “AI Conversational Story,” is designed for advertisers with products that require detailed consultation, such as financial services, automotive, or SaaS solutions. The format is now available for immediate booking.
Unlike traditional native ads that redirect users to static advertorials, this format opens an interactive chat interface after a user clicks on a native teaser. Users can ask questions about pricing, requirements, or use cases, and the AI responds using only content provided by the advertiser. According to Ströer and Seeding Alliance, this approach is intended to prevent AI hallucinations and ensure brand safety.
The ads are distributed across Seeding Alliance’s premium publisher network, which the company reports reaches 57.5 million users. Major outlets in the network include “t-online,” “GMX,” “Web.de,” “Sport1,” and various regional publishers. The companies say the format is particularly suited for products where information alone is not enough to drive decisions, and interactive consultation can bridge the gap between awareness and conversion.
Advertisers also gain access to insights from user interactions. The questions users ask can reveal information needs and help optimize campaigns, landing pages, and product messaging. Additionally, the data collected can be used to build retargeting pools. The format is sold on a cost-per-view (CpV) basis, with ad impressions not factored into billing. The package includes AI assistant design, content creation, setup, optimization, reporting, and analytics. Ströer and Seeding Alliance recommend campaigns run for eight to twelve weeks to gather sufficient data for ongoing adjustments.
As publishers and advertisers explore new ways to engage audiences and measure impact, some have noted the challenges of demonstrating value to stakeholders. For example, a recent report discussed how newsrooms often struggle to communicate their effectiveness to different audiences, as seen in this analysis of newsroom impact reporting.
Ströer, a major player in the German advertising market, continues to expand its digital offerings amid ongoing acquisition speculation. The company’s move to integrate AI-powered chat into native ads reflects a broader push for scalable, data-driven solutions in digital advertising.
