The ad industry’s latest dernier cri is going in-house. Marketers at major advertisers, such as Pfizer, are pulling generative engine optimization (GEO) expertise inside the tent as their sense of urgency over search’s shifting landscape grows.
Pfizer officially transitioned its SEO and AI discoverability efforts to its in-house team this week, according to a LinkedIn post from Joshua Palau, the firm’s vp of performance media. It took about 60 days to build out the capability, complete with new hires, including Kinesso’s former director of SEO, per the post.
‘We have more experience’
Pfizer isn’t the only advertiser making SEO and AI search expertise an internal matter. Georgia Pacific and U.S. Bank have both stood up teams within their internal marketing units recently, while Adobe, Hertz, T-Mobile, Lowe’s and Skims are all currently advertising for managerial or directorial positions that include responsibility for SEO and AI discoverability.
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