How advertising inside ChatGPT actually works
— Ads now appear inside ChatGPT, chosen by relevance to the conversation rather than keywords alone. Here is how the channel selects, prices and measures them, and how to make it perform.
Insights
Thinking out loud.
What we’re learning across crisis, performance marketing, digital advocacy and reputation — and how digital keeps changing the work.
Your website is being graded for AI agents, not just humans
— PageSpeed Insights now scores how well AI agents can read and use your site. What Lighthouse's new Agentic Browsing category checks — and how to be ready.
How to measure your AI search visibility (GEO)
— There is no ranking to check, so you measure GEO by observation. A practical method for tracking presence, accuracy and share of answer across ChatGPT, Gemini, Perplexity and Google's AI Overviews.
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Crisis Bidding Strategy: Impression Share, Pacing and Message Control Under Pressure
— The mechanics of paid media in a fast-moving crisis: target impression share bidding, budget pacing through a demand spike, and keeping the message accurate at speed.
Paid Search in a Crisis: Owning the Results Page When Your Name Spikes
— When a crisis breaks, search demand spikes and the results page becomes the battleground. How paid search puts your accurate account in the top slots, fast.
Wikipedia and Google Knowledge Panels: Keeping Them Accurate
— How Google knowledge panels and Wikipedia entries form, why they shape what people and AI believe about you, and the legitimate ways to keep them accurate.
Ads in Google AI Overviews and AI Mode: how to actually show up
— Google is pushing ads into AI Overviews and AI Mode, and the advice online is mostly wrong. You do not need AI Max. Here is what genuinely makes your ads eligible, and how to run it with discipline.
ChatGPT Ads: what the early data actually shows
— ChatGPT Ads are now open to everyone. Early advertiser reports point to high click costs, no conversion tracking and thin reporting. Here is a measured read, and what it means for B2B.
What Is Reputation Management in the Age of AI Search?
— What is reputation management? A plain-English guide to how search, knowledge graphs and AI assistants now shape what people find, and the infrastructure work that keeps it accurate.
What is Generative Engine Optimisation (GEO)?
— A plain-English guide to GEO. How to make a brand visible, accurate and cited inside AI answer engines like ChatGPT, Gemini and Google's AI Overviews.