AdTechGod Pod

Joanna O'Connell, Chief Intelligence Officer, Omnicom Media Group, breaks down the new brand growth framework, why emotional connection matters more than ever, and how marketers must adapt to Gen AI, shifting trust, and ad avoidance.

Takeaways

Consumers are influenced by more sources than ever

Information asymmetry is gone

Trust is shifting from institutions to people and AI

Attention is fragmented and declining

Gen AI is now an influencer and gatekeeper

Ad avoidance is a major barrier

Economic pressure is reshaping buying behavior

Traditional brand frameworks are no longer enough

Emotional connection is now critical

Brands must market to both people and machines

Chapters

00:00 Introduction to the AdTechGod Pod and Joanna O’Connell

00:23 Why this conversation matters in today’s media landscape

02:05 How consumer influence has evolved

03:18 The explosion of information

03:49 The death of information asymmetry

04:26 The new trust economy

04:59 Fragmented attention and digital overload

05:28 Gen AI as a new influencer

06:14 The reality of ad avoidance

06:25 Economic pressures shaping consumer behavior

08:05 What a brand means today

09:10 The growing disconnect between brands and consumers

10:33 Brand versus performance marketing tension

11:44 Rethinking the brand growth framework

11:58 The evolution of physical availability

13:06 The challenge of mental availability

14:10 Introducing emotional availability

15:53 Building real consumer connection

17:37 The new three-pillar brand model

18:11 Practical strategies for modern brands

19:56 Marketing to people and machines

20:09 Where brands should show up today

21:53 The rise of AI-driven discovery

22:24 Final framework and closing thoughts

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Learn how Viant’s acquisition of TVision is intended to reshape advertising measurement, with a focus on bringing attention metrics and deeper insights into media buying.

As brands continue searching for more effective ways to evaluate campaign performance, this move reflects an effort to shift toward measuring real viewer engagement. In this interview, we explore what the acquisition is designed to achieve and what it could mean for the future of advertising measurement.

Featuring Tim Vanderhook, CEO of Viant, and Yan Liu, CEO and Co-founder of TVision, this episode examines developments in TV measurement, the role of attention metrics, and how these approaches may influence evolving advertising strategies.

Chapters

00:00 Introduction to Viant's Acquisition of TVision

01:34 Understanding TVision's Unique Approach

05:11 Viant's Strategy and Market Positioning

10:21 The Importance of Independent Measurement

13:22 Panel-Based Data Collection and Its Implications

14:47 Attention-Adjusted CPMs and Pricing Models

17:12 Integration Timeline and Future Developments

19:06 Excitement for the Future with Viant
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In this episode of the AdTechGod Pod, Eric Tilbury, Senior Director of Ad Operations and Product Solutions at Inuvo, Inc, shares his extensive experience in the ad tech industry. He discusses the importance of operational knowledge, the impact of AI on ad operations, and how building a personal brand can enhance professional growth. Eric emphasizes the need for human oversight in automated systems and the significance of transparency in advertising. The conversation also touches on the evolving landscape of ad tech and the role of social media in shaping industry narratives.

Takeaways

Eric Tilbury has been with Inuvo, Inc for over 13 years, showcasing loyalty and belief in the product.

Operational knowledge is crucial for understanding what works in ad tech.

Building a personal brand can significantly enhance professional opportunities.

AI will streamline ad operations but requires human oversight for effective results.

The ad tech industry needs to focus on educating buyers to improve decision-making.

Quality in advertising is subjective and varies between buyers.

Social media can be a powerful tool for lead generation and professional growth.

Transparency in ad operations is essential to maintain trust in the industry.

Automation in ad tech should not replace the need for human insight and judgment.

Engaging in respectful dialogue on social media can foster positive relationships and knowledge sharing.

Chapter

00:00 Introduction to Eric Tilbury and his 13-plus-year journey at Inuvo, Inc

02:30 The advantage of being in the weeds in ad operations

04:00 Why operational knowledge beats high-level strategy alone

07:50 From unknown to industry voice: Eric’s social media journey

09:30 The e-bike experiment that sparked his content strategy

12:00 The 3 pillars of social media success: likability, knowledge, and controversy

15:00 Why respectful disagreement builds stronger authority

16:40 Fixing ad tech starts with smarter buyers

17:20 AI in ad ops hype vs reality

18:00 Why automation still needs human expertise

20:30 Black boxes, transparency, and trust in programmatic

22:00 Why AI should not fully control ad budgets

23:30 Predictions for automation in 2026

27:00 Programmatic pitfalls, ID fraud, and blind buying

33:30 Final thoughts and industry impact
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At Marketecture Live III, Aleen Dreksler, Co-founder and CEO of Betches Media, discusses how a college blog evolved into a large-scale entertainment brand. She shares insights on understanding audience behavior, adapting across platforms, and using humor and relatability to connect with women. The conversation also touches on Betches Sports, brand collaborations, and the company’s direction moving forward.

Takeaways

Betches focused on understanding real experiences rather than targeting demographics

Humor plays a key role in audience engagement and brand connection

A consistent voice helps build long-term loyalty

Growth came from adapting to platforms where audiences already spend time

Relatable content helps audiences feel understood

Cultural relevance is more effective than traditional advertising approaches

There is an underserved space in how women engage with sports content

The company operates across both media and creative work with brands

Chapters

00:00 Introduction to the episode and Betches Media

01:37 Origins of Betches as an anonymous college blog

03:02 Early gap in women’s content and tone of voice

05:14 Growth into a larger media brand

05:42 Expanding across platforms

07:20 Focusing on psychographics over demographics

08:15 Maintaining a consistent brand voice

09:09 Reaching different generations

10:44 Launching Betches Sports

12:33 Working with brands

14:04 Evolution of the business model

14:33 The role of humor in marketing

16:15 Future direction of Betches

17:32 Reflections and advice
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Amanda DeVito, Chief Marketing Officer at Butler/Till, shares her journey from strategy leader to executive and what it really takes to grow within a single company over 15 years. She breaks down the power of culture, access over “empowerment,” and why modern agencies must embrace collaboration, AI, and adaptability to stay relevant.

From building internal evangelists to navigating the future of marketing, Amanda offers a candid look at leadership, brand building, and what agencies must do to win in an increasingly complex landscape.

Takeaways

Culture and continuous challenge are key to long-term career growth

Access, not just empowerment, drives real diversity and impact

Strong agencies create internal evangelists, not just employees

Collaboration across media, creative, and data is now essential

AI will amplify both strong and weak strategies

Brand building still matters even in a performance-driven world

Relevance comes from understanding audiences deeply

Chapters

00:00 Introduction to Amanda DeVito and Butler/Till

01:30 Amanda’s journey into marketing and leadership

04:00 Why culture keeps people long-term

06:00 Diversity, access, and leadership dynamics

08:40 Building internal evangelists at scale

11:40 The shift toward media as a strategic center

14:00 Why collaboration is the modern agency model

16:00 The evolution of storytelling through data

18:00 Short-term vs long-term brand building

19:30 What’s coming in the next 12–18 months (AI & agentic)

22:30 How fast the industry is changing

24:30 Strategy vs tools in modern marketing

26:00 Influencers, relevance, and consumer behavior

28:50 The power of community and virality
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