GEO

AI search platforms are introducing ads. But if the ads don’t add value and maintain authenticity, platforms risk losing consumer trust.

The generative AI trend generated endless hot takes this year, but the ad industry also had plenty to say about growing competition between DSPs and SSPs. Here are AdExchanger’s top 10 most popular guest columns of 2025 and why they resonated.

Adobe acquires SEO tech business Semrush; brands want to know what AI search engines think of them; and the LGBTQ community is an under-targeted audience.

There’s no magic bullet for AI search optimization; how kids’ media monetizes outside of YouTube; and hey, whatever happened to the TikTok ban?

ChatGPT and others continued the fragmentation of the search journey, which today hops between platforms and intents. The funnel no longer exists. Here’s how to pivot your brand’s SEO/GEO strategy.

The fundamental shift from traditional search to AI chatbots has major implications for the entire marketing organization, says Bluefish CEO Alex Sherman. If brands want control over how they appear in AI search results, they must think about the content they feed to large language models.

Spotlight recently partnered with Cheil UK to help the agency give its clients better insights that they can use to stand out in AI search.

Bluefish helps advertisers track and optimize how they show up in an LLM’s search results. Its latest funding will expand its team and product suite.

As AI agents begin to mediate everything from search to purchase, marketers are being forced to confront the reality that they must treat machines as customers.