Garrett Johnson

Garrett Johnson, an associate professor at Boston University specializing in digital advertising, joins Jamie Seltzer, global executive VP at Havas Media Network, to discuss the impact of phasing out third-party cookies by 2025. They dive into emerging technologies designed to replace cookies and the balance between privacy and personalized marketing. The conversation touches on how digital marketers must adapt to maintain consumer engagement and revenue in a rapidly changing landscape, emphasizing the importance of new analytics and consumer relationships.

Garrett Johnson, an Associate Professor of Marketing at Boston University's Questrom School of Business, dives into advertising incrementality. He explains how marketing teams can measure the true impact of their ads and whether that impact is genuinely knowable. The intriguing concept of Ghost Ads is introduced, showcasing how they automate experiments and improve understanding of ad effectiveness. Johnson also discusses the commercial risks of ignoring incrementality, emphasizing the need for rigorous measurement in today's complex advertising landscape.

In this engaging discussion, guest Garrett Johnson, a Boston University marketing professor and advertising expert, delves into the complexities of integrating ads into AI search engines. He reveals the competitive and operational hurdles that platforms face. Garrett examines the strategic trade-offs between user growth and early monetization while addressing consumer sensitivity to ads. He also highlights the shift from traditional SEO to generative engine optimization and what this means for ad placements and smaller advertisers.