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#844: adMarketplace’s John Nitti on GEO and the future of paid search
For years, the search landscape has been relatively stable, but generative AI is rewriting the rules of how consumers find information and how brands can connect with them at the moment of intent. Today, we’re going to explore what this means for the future of advertising, the new commercial opportunities emerging, and how brands can find customers on new surfaces beyond the traditional search engine results page. To help me discuss this topic, I’d like to welcome, John Nitti, Global Chief Business Officer at adMarketplace.
From the creators of The Agile Brand with Greg Kihlström® podcast, and the internationally best-selling The Agile Brand Guide® series of books on marketing technology topics, we're here to give marketers information and insights to make better decisions.
Martechipedia™ Wiki
The marketing wiki with everything you need to know:
Most popular terms
Brandlight
Brandlight is a SaaS platform focused on AI visibility and brand intelligence—measuring how a…
Content Marketer
A content marketer is a creative professional who is responsible for creating, managing, and…
Bronze, Silver, and Gold Data Layers
The Bronze, Silver, and Gold Data Layers are a multi-tiered data architecture approach used…
Technology Adoption Model (TAM)
The Technology Adoption Model (TAM) is a theoretical framework that explains how users come…
Significance (σ or Sigma)
Significance in statistics refers to the measure of how far a result deviates from…
Conversion Rate (CR)
Conversion Rate (CR) is a fundamental metric in digital marketing used to measure the…
Line of Business (LOB)
Line of Business (LOB) refers to a category within a company that deals with…
Business Value Pyramid
One way to look at business value is by using the Business Value Pyramid…
Business Unit (BU)
A Business Unit (BU) is a distinct subdivision within a larger company that operates…
Customer Lifetime Value (CLV)
This is a calculation of the total value of a customer over their entire…
Qualtrics XM Platform
Qualtrics XM Platform is a comprehensive experience management (XM) platform that helps organizations collect,…
Compound Annual Growth Rate (CAGR)
The Compound Annual Growth Rate (CAGR) is a financial metric used to measure the…
Latest Research
The more recent insights, trends, and stats to guide your work
Cloudera: The Data Readiness Imperative: Unlocking AI Value in the Enterprise
According to the Cloudera Data Readiness Index 2026, a survey of over 1,200 IT leaders, 79% of data-backed initiatives are…
Up-to-the-Minute
Analysis & Insights from the last 48 hours
The marketing technology industry is undergoing a structural repricing of what AI is worth — and who pays for it. Three distinct forces are converging…
Three converging signals define this moment. First, AI-driven commerce is generating real traffic but failing to convert it at the same rates as traditional search…
The AI transformation of marketing is no longer a future-state planning exercise, but rather a present-tense organizational redesign challenge.
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