Making Your Brand Matter To The Models
Recorded: Nov. 26, 2025, 10:02 a.m.
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Making Your Brand Matter To The Models | AdExchanger
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PODCAST: AdExchanger Talks Wednesday, November 26th, 2025 – 1:00 am
The most important thing is to create content that directly answers the types of questions people are actually asking. Prompts are an excellent indicator of interest and intent. Even so, there’s no guaranteed formula for success.
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Must Read Technology AudienceMix, a new curation startup, aims to make it more cost effective to mix and match different audience segments using only the data brands need to execute their campaigns. Digital Out-Of-Home On Tuesday, digital out-of-home (DOOH) ad tech startup Place Exchange was acquired by Broadsign, another out-of-home SSP. Social Media For the uninitiated, “Glitchmas” is our name for what’s become an annual tradition when, from between roughly late October through November, Meta’s ad platform just seems to go bonkers. antitrust The publisher-focused DOJ v. Google ad tech antitrust trial is finished. A judge will now decide the fate of Google’s sell-side ad tech business. Programmatic Competitive tensions and ad tech drama have flared all year. And this drama has rippled out into the investor circle, as evident from a slew of recent ad tech company earnings reports. Platforms Two sources at ad tech platforms that observe programmatic bidding patterns said they’ve seen Omnicom agencies shifting spend from The Trade Desk to Amazon DSP in Q3. The Trade Desk denies any such shift.
Popular Social Media For the uninitiated, “Glitchmas” is our name for what’s become an annual tradition when, from between roughly late October through November, Meta’s ad platform just seems to go bonkers. Digital Out-Of-Home On Tuesday, digital out-of-home (DOOH) ad tech startup Place Exchange was acquired by Broadsign, another out-of-home SSP. antitrust The publisher-focused DOJ v. Google ad tech antitrust trial is finished. A judge will now decide the fate of Google’s sell-side ad tech business. PODCAST: The Big Story Inside Omnicom’s shift in spend from The Trade Desk DSP to Amazon DSP. Platforms Two sources at ad tech platforms that observe programmatic bidding patterns said they’ve seen Omnicom agencies shifting spend from The Trade Desk to Amazon DSP in Q3. The Trade Desk denies any such shift.
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This AdExchanger Talks podcast episode, featuring Tracy Morrissey of Innocean USA, offers a critical perspective on how brands can effectively engage with artificial intelligence search models. The core message revolves around proactive content strategy as the most reliable approach to influencing AI responses. Morrissey emphasizes that traditional methods of paid advertising – buying top placement in large language models – are not currently viable. Instead, brands must focus on creating factual, authoritative content and distributing it via trusted sources, such as Wikipedia, retailer websites, and, crucially, their own websites. Morrissey highlights the fragmented nature of AI tools and the need for strong orchestration strategies. She believes that a consistent output of credible content, drawing from recognized sources, is the key to improving brand visibility within AI-driven search. This tactic acknowledges the proprietary methodologies employed by different AI tools, suggesting that a volume of high-quality, generally available information represents a more sustainable strategy. The discussion incorporates several emerging trends within the digital media landscape. Morrissey notes the growing category of companies specializing in measuring brand references within AI-generated answers, showcasing the increasing sophistication of this area. Additionally, the conversation touches upon the importance of human expertise in guiding strategy amidst automation and the potential impact of automation on media planning. Furthermore, Morrissey shares insights derived from her personal experience during the pandemic – specifically, her foray into dog training – which she utilizes to shape her leadership style. This personal element adds a human dimension to the analysis, suggesting that adaptability and a willingness to learn are crucial for navigating the evolving complexities of the digital marketing environment. The interview ultimately provides practical advice for marketers seeking to understand and influence the rapidly changing dynamics of AI-powered search. |