Data Enablement Lab: Data and Tech that’s Powering the AI/LLM Search and Targeting Revolution

Welcome Remarks (11:00-11:05am ET)
Joan FitzGerald, Vice President, Data Excellence & Privacy, ANA

I. What Marketers Need to Know Now to Optimize AI/LLM Search (11:05-11:20)

The universe of search is expanding as consumers (and their agents) use generative AI “answer engines” like Google Gemini, Microsoft Copilot, ChatGPT, Perplexity, Grok and others to find answers to their often-complex questions, queries and prompts. eMarketer projects that AI/LLM search spend will increase from a little over one billion dollars today to almost 26 billion dollars by 2029. With this exponential growth, marketers have a lot on their plates to ensure their content is discoverable and cited by the AI/LLMs. Moreover, marketers can compete with the AI/LLMs for the right to be the source of answers for this new generation of AI-savvy consumers. This presentation will cover:

• The fundamentals of AI/LLM search (and how it differs from ‘traditional’ search)
• The math behind the magic
• A hands-on, real-world example of AI/LLM search optimization in action
• How marketers get started: How to makes sure bots are discovering, consumers are querying and machines are reading your content

Speakers:
Joan FitzGerald, VP Data Excellence and Privacy ANA
John Friedman, Manager Analytics, Deloitte

II. AI Search ≠ SEO: Smarter Metrics for a New Search Era (11:20-11:45)

The AI/LLM search evolution is underway, and brands need new strategies and new tools for AI/LLM search optimization. This presentation will provide brands with a deeper understanding of AI/LLM search ecosystem and new strategies to optimize.  This presentation will help brands understand where their content stands as consumers, bots and AI agents access the content, how to determine if your most valuable pages are visible to the AI/LLM search engines, how to increase visibility to the AI/LLM search engines, and how to measure the impacts.

Speaker:
AJ Ghergich Global VP of AI & Consulting Services, Botify

III. Reach Your Entire Audience, More Efficiently, With or Without IDs (11:45-12:05)

Most digital ad impressions today do not have third-party cookies or other addressable IDs for ad targeting, so marketers miss out on their potential audience, while paying a premium for scarce addressable inventory. Today's AI is a game-changer, creating rich representations of entities and making it possible to understand both the inventory and the brand so well that highly effective targeting can be done without any IDs. Dstillery's Multimodal AI powers predictive, behavioral targeting, based on conversion data, other first-party brand data, or brand-specific targets, to reach any impression with or without a user ID.

In this session Melinda will share

• Why marketers need a strategy that includes ID-free targeting in today's targeting landscape
• How vector embeddings are a key tool to learning the most from the available data
• How Dstillery's Multimodal AI learns across different data modalities to power just-for-your-brand behavioral targeting with or without IDs
• How to drive next-level efficiency by expressing targeting intelligence through the bid price
• Strategies for adopting AI-optimized targeting without accepting a black box

Speaker: 
Melinda Han Williams, Chief Data Scientist, Dstillery

IV. Next Gen Audiences Activation is about Intent, not PII (12:05-12:30)

In today’s digital ecosystem, the places we spend our time online reflect our thoughts, beliefs, and behaviors around what brands we like, what products we value, and what we intend to purchase. Understanding audiences based on the content they consume and the communities they engage in is vital to understanding what is trending in their lives, and the most effective way to reach them.

Revmatics.ai maps this ecosystem that shapes purchase intent, providing unparalleled visibility into both your and your competitors' place in the communities you are trying to engage. It then automatically applies this intelligence into your media plan, your landing pages, content creation, creator collaborations, and even your website conversion funnels - customizing your brand positioning to the communities you are activating, thereby increasing engagement and conversion rates all of the way through the funnel. No PII required.

In this session James and Chase will share:
• How community-level visibility signals intent and provides actionable insights BEFORE anyone enters your ecosystem
• How content behaviors shape and define intent better than PII
• How efficiency is gained through seamless application of data across the shopper journey
• How de-siloing the marketing process is what is going to make or break the next generation of marketing leaders and go-to-market motions

Speakers:
James Myrick, Chief Commercial Officer, Revmatics
Chase Zieman, Chief Technology Officer, Revmatics

Closing Remarks (12:30pm ET)