Tim Peterson of Digiday examines how Forbes is using ChatGPT to create analyze the people coming to its site from AI platforms.
Peterson writes, ” Forbes is able to use the information provided by Semrush and Similarweb to create audience cohorts from the people coming to its site from AI platforms.
“‘We create cohorts, meaning we understand the types of searches and the types of people that resonate. We don’t target them or track them currently when they come back. So it isn’t a [personally identifiable information issue] at this point. It’s just data points for your audience and data points for your editorial team,’ said Gould.
“Those data points show what types of content from Forbes resonates most for audiences on AI platforms to the point that those people are willing to click a link from ChatGPT or Perplexity to visit the publisher’s site. That content is primarily what Gould described as Forbes’ ‘core content’: ‘our lists, wealth reporting, our entrepreneurial stuff, our investing stuff.'”
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