The Brainy Business Podcast — Episode 549: How Ads Shape Our Choices
Host: Melina Palmer
Guest: Alessandra DiLorenzo (Author of "Adjust: How Ads Shape What We Think and Do") Date: November 13, 2025

Episode Overview

In this episode, Melina Palmer welcomes Alessandra DiLorenzo—CMO, lecturer, and author of "Adjust"—to discuss how advertising profoundly shapes our perceptions, behaviors, and choices, often in ways we don’t consciously realize. Together, they explore the evolving advertising landscape, the increasing power of AI and data, the ethical edge of targeting, and practical, actionable advice for businesses big and small. The conversation balances concerns about consumer privacy and manipulation with optimism for using behavioral insights ethically and effectively in business.

Main Discussion Points and Insights

1. The Hidden Power of Advertising

[04:50]

• Alessandra on Ad Influence: We don’t realize how much our world is shaped by advertising. Once you learn marketing’s inner workings, “you never look at the world in the same way.”
• “It’s like you put on a new pair of glasses.” (Alessandra, 05:35)
• Personal Experience: Alessandra describes early work in mobile marketing, crafting copy and images to nudge behavior, and the shift toward highly targeted campaigns—even as early as 2004 predicting a woman’s stage of pregnancy via online behavior for ad targeting.
• Melina’s Example: Changing her relationship status on Facebook immediately triggered a flood of baby-related ads, highlighting how rapidly algorithms adapt content to life events. (08:08)

2. Data, Relevance, and the Virtuous (or Dangerous) Cycle

[10:12]

• What Powers Good Ads? Data. The more a company knows (preferences, context, even weather), the more “relevant” and potentially welcome the message.
• Alessandra: “When an ad is relevant, it almost becomes like a service.” (10:51)
• Problems Remain: Ads still stalk us (retargeting gone wrong) because the data ecosystem is incomplete or fragmented. AI promises sharper targeting, but also more privacy risk.

3. Advice for Small Businesses: Competing in the Ad Ecosystem

[13:49]

• Don’t Buy Into Every Trend: There's an overwhelming array of service providers (SEO, SEM, AI) selling to small businesses, which often leads to wasted money and fractured strategies.
• First principle: “Talk to real people. Who is your buyer? Go and talk to your customers.” (Alessandra, 13:56)
• Actionable Tip: The better you understand your customers’ pain points, habits, and preferences, the more relevant (and effective) your marketing will be.

4. Getting Started with Digital Advertising — Practical Steps

[16:39]

• Use Big Platforms’ Ad Tools: Google Ads, Meta/Facebook, etc. have intuitive “wizards” that help test campaigns with relatively low investment ($1,000–2,000 to start seeing useful data).
• Experiment & Learn: “Just get your hands dirty in the tools… Don’t outsource that to a third party. Do it yourself because that’s when you’re really going to learn what works.” (Alessandra, 17:38)

5. What to Outsource? How Many Ad Versions?

[20:04]

• Clarity First: Be specific. What do you want a user to do after seeing your ad? (Buy now? Book a call? Subscribe? Engage with content?)
• Ad Variations: Platforms allow you to test 10–20 headlines, images, and subheads which algorithms then mix/match to maximize performance.
• DIY If You Can: Retain learning in-house. If you must delegate, hire an enthusiastic digital native, not a faceless agency, to keep knowledge flowing internally.

6. Consistency, Calls to Action & Behavioral Science

[23:17]

• Consistency Is Key: Your ad, landing page, and messaging should all match. The call to action must be clear and compelling, even if it feels “salesy.”
• FOMO Works: “You actually do want people to feel like they’re missing out… use it to your advantage because it works.” (Alessandra, 23:19)

7. AI, SEO, & The Future of Content Discovery

[25:23]

• The Big Shift: AI-powered platforms (like Google’s AI mode, ChatGPT) are changing how people discover information—summarizing content, not sending users to original sites.
• Consequence: Website traffic drops, threatening ad-funded models—smaller publishers and creators may be especially vulnerable.
• Quote: “Websites are not getting the traffic they used to… If they’re not getting the traffic, then they can’t monetize.” (Alessandra, 27:28)

8. Advice for Creators in an AI-dominated World

[30:12]

• Diversify & Meet the Audience: Create natively on platforms where monetization works (like YouTube, podcasts, baked-in sponsorships).
• Direct Relationships: Build membership groups, offer merchandise, and encourage direct support if ad revenue wobbles.
• Be Selective with Data: “If we’re supporting a free newspaper that’s giving us great content…, then yes, you’re giving me quality, I’ll give you my data… But [for] big platforms… Is that really what we want to be doing?” (Alessandra, 32:36)

9. Consumer Empowerment: Making Intentional Choices

[35:48]

• “We are owners of our intentions.” Be intentional about where your clicks, likes, and data go—they shape the visibility and viability of voices/content you value.
• Every small action (clickthrough, comment, subscription, purchase) helps support the system and creators you care about.
• Educate yourself on what accepting/rejecting cookies means for your browsing—and for the creators you support.

10. The Next Generation and Media Literacy

[38:22]

• Melina: It’s vital to understand and teach children how digital platforms and advertising shape their perceptions from a young age.
• Alessandra: “It’s even more concerning and urgent for us to be really, really, you know, as parents, up to speed with how this works at every cognitive stage…” (38:22)

Notable Quotes & Memorable Moments

• “You never look at the world in the same way.” (Alessandra, 05:35)
• “When an ad is relevant, it almost becomes like a service.” (Alessandra, 10:51)
• “Talk to real people. Who is your buyer? Go and talk to your customers.” (Alessandra, 13:56)
• “Just get your hands dirty in the [ad] tools… Do it yourself because that’s when you’re really going to learn what works.” (Alessandra, 17:38)
• “You actually do want people to feel like they’re missing out… use it to your advantage because it works.” (Alessandra, 23:19)
• “Websites are not getting the traffic they used to.” (Alessandra, 27:28)
• “We are the owners of our own intentions. And it’s valuable.” (Alessandra, 35:48)

Timestamps for Key Segments

• 03:58: Alessandra’s background in advertising and her early insights
• 05:31: How learning about marketing changed her worldview
• 08:08: Melina’s Facebook status change and how ads adapted instantly
• 10:12: The double-edge of targeting and the power of data
• 13:49: Direct advice for small business owners
• 16:39: Practical steps for advertising on a small budget
• 20:04: Clarity, ad variations, and in-house vs. outsourced work
• 23:17: Calls to action and why FOMO works
• 25:23: How AI is reshaping content discovery and what that means for SEO
• 30:12: Platforms, monetization models, and the future for creators
• 35:48: The intentional consumer—your power in clicks and views
• 38:22: Teaching the next generation about media literacy

Ways to Connect and Learn More

• Alessandra is active on LinkedIn and lightly on Instagram—reach out directly for discussion.
• Her mission: raising media and digital literacy in business and for consumers.
• Melina recommends Alessandra’s book “Adjust” as a resource for deeper understanding.
• Check podcast show notes for related episodes, books, and all resources discussed.

Final Takeaways

• Advertising is shaping our “normal” continuously and in ways we barely notice—education is the key to agency and ethical success.
• Data and AI can make advertising more efficient (and sometimes more intrusive), but using behavioral science thoughtfully can help honest brands and good products stand out.
• Every click, view, and share is a vote for the kind of content and creators you want to survive and thrive.
• Stay curious, intentional, and educated—whether you’re building a business, supporting your favorite creator, or simply browsing.

“The system isn’t just something that happens to us. We’re part of it. We help build it every day.” — Melina Palmer (40:31)