Andrea Tortella — CEO, Thrad
Published:
What we need to do is to facilitate this attention shift from the publisher to the advertiser… you can look at the shift of the conversation before an ad and then after an ad. If I didn’t have the ad, would the conversation be the same? Well, actually, because I had the ad, has the conversation pivoted towards the advertiser?
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-what-we-need-to-do-is-to-facilitate-this-attention-shift-fro