As more people turn to AI tools to ask questions, compare options, and research before deciding, Andrea argues the old digital advertising playbook doesn't transfer directly. The conversation isn't about capturing a click anymore — it's about showing up with relevance, usefulness, and trust at the moment a person's intent is actually forming.

Andrea walks through how Thrad approaches brand-safe conversational advertising: helping marketers identify genuine ad opportunities inside a conversation, apply guardrails around where and how ads appear, and build brand interactions that add to the conversation rather than interrupt it.

The two also cover a wider set of questions facing marketers right now:

•    Why context is replacing the cookie as the basis for targeting

•    How targeting is likely to work inside ChatGPT and other LLM-powered conversations

•    Why brand safety matters for both marketers and AI publishers

•    How conversational ads could move performance across the full marketing funnel

•    The difference between interruptive advertising and a genuinely useful brand interaction

•    What early-moving brands stand to gain by testing this channel now

•    What CMOs, growth leaders, and media buyers should be doing today

It's a conversation aimed at CMOs, founders, agency leaders, performance marketers, and media buyers trying to work out how AI and conversational commerce will reshape marketing.

Watch the full episode on The Tim Castle Show.