How can the ad tech industry create impact without precision targeting? What is the credibility of LLM visibility tools, and what are the barriers and accuracy of data? How likely is agent-to-agent buying in the future?

In this monthly mailbag special, ExchangeWire editor Aimee Newell Tarín is joined by CEO Rachel Smith and COO Lindsay Rowntree to answer our listeners’ biggest questions about ad tech and media.

They discuss the need to prove advertising value, generative engine optimisation, and how SSPs and DSPs are adapting for an AI agent-led environment.

Lauren asks: 

"Knowing that third party cookies are fading, mobile IDs are more restricted, and even first party data is becoming more fragile… How can we, as an industry, create impact without precise, laser focused targeting?"

Our first question comes from Lauren Whyman, director of client services at Generation Media. Lauren also joined ExchangeWire's John Still on 'A Coffee With...' earlier this year to chat youth marketing and the "kidult" phase.

Chloe asks: 

"There is a rush of brands wanting to buy tools that showcase LLM visibility information. What is the credibility here, the barriers, and the accuracy of data? How far have they come?"

Our second question comes from Chloe Singleton, performance director at eight&four. Chloe joined us on 'A Coffee With...' last October, looking into performance and emerging social media channels.

She now has a quarterly column with ExchangeWire. Read her latest article on The Psychology of Connectivity.

Emily asks:

"How likely is agent to agent buying in the future? And would love your thoughts on what the future of our industry will look like…"

Our last question comes from Emily Roberts, head of digital at Responsible Marketing Advisory. Emily joined us on 'A Coffee With...' last November to discuss purpose and accessibility in advertising.

Got a burning question for the ExchangeWire team? Drop your questions over to us and we'll answer in our next monthly mailbag special...