Grappling with innovation and changing consumer attitudes is second nature to marketers, who have already lived through many technological shifts over the past two decades. But forecasting where things are going is especially hard when it comes to modern AI, which has such unusual, non-deterministic properties. You can’t just extrapolate from the state of AI […]
ChatGPT, Gemini, Perplexity: these are the new operating environments. Your content must be invokable inside them, or no one will see it. At SMX Advanced, I broke down how to build an AI visibility engine: a system for making your net-new facts reusable by humans and agents across synthesis-first platforms. It goes beyond publishing to […]
Local SEO includes several specific tasks geared to establishing the relevance and authority of a business within a targeted geographic area. Search engines and large language models (LLMs) like Google Gemini and ChatGPT reference many different data points to determine who will be surfaced in their respective result sets, which include AI Overviews and AI […]
It’s clear to me that the current “LLM situation” is untenable. These platforms are offering a very expensive set of products with relatively unlimited access. At the same time, you have content creators and publishers in a state of panic as decreased traffic has become the norm. Add to this that platforms ranging from Google’s […]
Google has updated its Circumventing Systems policy to include a new example explicitly warning advertisers that submitting false information during the Advertiser Verification process violates its rules and will lead to account suspension. The details: The update was added to the Circumventing Systems section of Google’s Ads policies in November 2025. It specifies that providing […]
OpenAI CEO Sam Altman said ChatGPT will likely try ads “at some point” but he still has “no idea” what ads will look like. Altman also doesn’t see ads as OpenAI’s “biggest revenue opportunity.” In an interview on Conversations with Tyler, Altman also took another direct shot at Google’s ad model: “Ads on a Google […]
For over a decade, Google rewarded rankings with visits, so SEO practitioners learned to justify success with rankings, clicks, and traffic. For a long time, that proxy worked. But in B2B, it was always fragile—and now it’s collapsing. Zero-click searches siphon visits, SERP features crowd out listings, and generative engines influence early discovery with answer-first […]
The shift away from fully keyword-targeted search campaigns has been building for years – but this week, it reached a tipping point. Two account managers on my team, each handling different clients in different industries, came to me with the same uneasy admission. They were leaning toward dropping some of their keyword search campaigns in […]
Google is launching a suite of updates across Ad Manager, AdSense, and AdMob to help publishers save time, strengthen advertiser relationships, and better monetize content — with major additions powered by AI and real-time technology. AI-driven automation: Smarter brand safety: A new AI tool learns a publisher’s specific brand standards and will soon automatically block […]
Twenty-five years ago, Google launched a modest advertising product that would evolve into one of the most influential tools in digital marketing. Back then, it was called Google AdWords; today, it is Google Ads. Over that quarter-century, the platform has transformed in format, scope, and ambition. While the technology behind Google Ads has evolved dramatically, […]