Mobian vs Morning Consult

Publishers Sell Markdown Ads Targeting AI Agents

Publishers have started offering ad inventory formatted specifically for AI agents and LLMs, with Time Inc. running FAQ-style sponsored ads in markdown pages designed for machine reading. Mobian is working with Time to operate the special inventory. Media buyers and agency leaders are divided: some see testing markdown ads as a potential shortcut to improve AI search visibility and GEO outcomes, while others remain skeptical and argue brand-building and organic strategies matter more. A WARC/Charlie Oscar study cited in the article estimates long-term brand equity accounts for the majority of LLM visibility. Overall, buyers view the approach as experimental and useful for testing rather than a reliable media channel today.

• Time Inc is inserting ads into markdown versions of its webpages designed for AI systems and agents to read.
• Mobian, working with Time, is running the special ad inventory; Jonah Goodhart (co-founder and CEO of Mobian) said paid ads can influence LLMs.
• The ads are formatted as FAQs containing brand information and messaging and are labeled as sponsored content.

Time starts serving ads to AI bots

Time is delivering a separate, AI-facing version of some webpages by converting pages into text-only markdown and inserting single FAQ-style “agent ads” labeled as sponsored. The program, developed in partnership with ad‑tech firm Mobian, is intended to be read and indexed by AI crawlers and assistants (including systems from Anthropic, OpenAI and Perplexity). Early buyers include Ally Bank and the Project Management Institute; the setup was discovered by developer Vincent Schmalbach and independently replicated by The Register. Time measures AI bot traffic and metrics such as visibility, favorability and accuracy, charges a premium and limits one agent ad per markdown as part of a broader Generative Engine Optimization (GEO) strategy. Observers warn of transparency, regulatory and technical risks, including potential LLM penalties for cloaking-like content despite sponsored disclosures.

• Time creates AI-facing, text-only markdown pages containing single FAQ-style "agent ads," produced with Mobian.
• The AI-only pages are intended for crawlers/assistants from companies such as Anthropic, OpenAI and Perplexity.
• Early advertisers include Ally Bank and the Project Management Institute; discovery was made by Vincent Schmalbach and replicated by The Register.

Amex Partners with Harry Styles for Fan Experiences

American Express is expanding its music fandom strategy by partnering with Harry Styles on his 'Together, Together' tour and album, offering card members exclusive presale tickets, merchandise, album release events, and a global sweepstakes. The partnership includes album pop-ups across 16 cities and aligns with Styles' 30-show residency at Madison Square Garden. Amex has previously worked with artists like Olivia Rodrigo and Billie Eilish, aiming to deepen emotional connections with card members by leveraging fandom. Research cited shows 92% of music fans want deeper artist connections, and over 70% of engagement comes from Gen Z and millennials. The strategy focuses on authentic collaborations with artists' teams rather than simple logo placements.

• American Express partners with Harry Styles for his 'Together, Together' tour and album, offering card members exclusive presale tickets, merchandise, and pop-up events across 16 cities.
• The partnership includes a global sweepstakes across 26 countries to win tickets and a trip to see Harry Styles on tour.
• Amex's music fandom strategy previously included artists like Olivia Rodrigo, Gracie Abrams, Billie Eilish, Kacey Musgraves, and Tate McRae.

Charting the Growth in Sports Betting

New article from Morning Consult on sports betting statistics.

How Brands Are Putting Morning Consult’s AI Connector to Work