Andrea Tortella — CEO, Thrad
Published:
In that sense, I think about us not only as an advertising company, but nearly or even more as a data company. The most, coolest thing is the data. That’s the insight. It’s like discovering a new continent.
What does Andrea Tortella say on The Agile Brand with Greg Kihlström?
Andrea Tortella, CEO, Thrad, says: An interview with Andrea Tortella, CEO of Thrad, about how conversational AI is reshaping advertising from interruption-driven impressions to contextual, task-based assistance. Tortella argues brands must experiment quickly, measure influence in new ways (like tracking conversational 'attention shift'), and treat the channel as a source of strategic customer data that can inform product, marketing, and business decisions.
From: The Agile Brand with Greg Kihlström
Cite as: Andrea Tortella. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/andrea-tortella-in-that-sense-i-think-about-us-not-only-as-an-advertising-c