C-Centric has launched Cross-Site Agentic Transfer (X-AT), an Agentic AI solution that enables consumers to have conversations and make transactions with a brand’s trained AI agent directly within ads on publisher websites.
Until now, when consumers wanted more information about a product advertised on a publisher site, they had to leave that environment and visit the advertiser's website or landing page.
Cross-Site Agentic Transfer changes that.
Consumers can ask long form questions about products and services, compare options, and receive accurate information from the advertiser's own AI agent while remaining in the ad and on the publisher's website. When they're ready, they can complete actions such as booking a test drive, arranging an appointment, getting a quote or making a sale – all within the Chat UI.
The result is significant increase in return on advertising spend (ROAS). A/B testing from a preview release within a leading Broadband Comparison site generated an 83% increase in sales versus standard ad formats.
X-AT delivers a brand-configured AI agent through a standard programmatic display placement. The agent is built and managed on the C-Centric platform, configured to your brand's tone, knowledge base, and permitted actions before a single impression is served. This central AI digital content console ensures consistent accurate brand safe conversation across ad formats, publishers and channels.
For publishers, X-AT creates a richer advertising experience that keeps consumers engaged on their sites for longer and creates opportunities for higher-value monetisation of advertising inventory. It maintains the tracking and measurement infrastructure advertisers already rely on, allowing campaigns to be bought and measured using existing models including CPA, CPC, and CPM, while turning product enquiries into measurable outcomes such as sales, leads, and appointments.
Michael Page, CEO, C-Centric
C-Centric is a data engineering company operating at the intersection of data, customers, and channels. It works with brands, publishers, and media platforms to design and build identity graphs, data clean rooms, and the infrastructure required for targeting, measurement and AI.
Michael Page, CEO of C-Centric, said: "For years, digital advertising has been built around herding consumers back to your website. We believe you need to get your message in front of them and allow them to convert. Cross-Site agentic transfer platform allows them to do just that."
"Rapid consumer adoption of AI generative assistants like Chat GPT, Gemini, and Claude, means consumer expectations and behaviours have changed; they want to ask questions – and often long form questions – and get answers immediately."
"Our new platform addresses that and takes it forward to the next stage. X-AT enables transactions as well as a conversational response all within the chat component within the ad."