AdTech content formats that actually get cited in AI search

Quantity versus quality. The age-old debate in marketing. 

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However, the more pressing question today is how we define quality. Quality is no longer just about creating content that engages or educates the human reader, because now we have to write for another reader: AI. 

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And this newest audience member doesn’t value creative headlines or funny references, (in the same way we do) but favors clarity, authority - and above all else, structure. 

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For AdTech companies, this means creating content that is both interesting to read and easy to extract. Because in the age of AI search, if you’re not writing for LLMs to be able to find you, it’s unlikely that human readers will. 

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So here are the best content formats for AdTech companies that are aiming to get cited in AI search. 

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Key takeaways: 

• Content quality now means being easily understood and extracted by AI, not just engaging humans. Structure, clarity and authority are valued more than creativity or narrative
• AdTech brands should focus on content that AI can parse and cite easily: LinkedIn, original research, how-tos, FAQs and listicles

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1. LinkedIn articles turn executive expertise into citable content 

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LinkedIn is becoming one of the most important domains for AI search. Meltwater’s analysis of 9.5 million citations found LinkedIn was the second most cited source after YouTube. Notably, 75% of citations came from individual members rather than company pages. 

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This is because AI systems tend to favor sources with first-hand experience and fresh information. For AdTech companies, whose executives often command strong personal followings, producing LinkedIn content not only elevates their personal brands but also generates authoritative material that is more likely to be included in AI-generated overviews and answers.

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AdTech brands can leverage this by publishing LinkedIn articles on topics within their expertise. For examples of topics, read our latest blog: The best thought leadership topics for AdTech companies in 2026/2027.

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2.  Original research provides unique facts to cite 

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Original research has long been an important part of the content mix for B2B brands, but AI search has made it even more valuable. There is a lot of generic information out there about any given topic. If multiple websites repeat the same statistic, AI has little reason to prefer one over the other. However, if the information is proprietary, it gives you a much higher chance of being cited. 

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Original research provides specific, attributable facts that AI models can incorporate into responses. Research from WinWithSEO, which analyzed 3,200 queries, found that primary research accounts for 11.8% of citations. 

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To maximize the impact of original research, AdTech companies should prioritize clear structure and extractability. This includes stating findings and conclusions directly, putting statistics in context, using descriptive headings, making the methodology visible and using a webpage to share the key findings which are more easily extractable compared to a PDF. 

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Examples of original research AdTech companies could publish to get cited in AI search includes: 

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1. Proprietary benchmarks
2. Annual ‘state of’ reports 
3. Trend reports
4. White papers based on proprietary analysis

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3. Listicles make commercial-intent content easier for AI to extract 

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Listicles used to be seen as a dated and lightweight content format. Now, their structure offers an inherent advantage. 

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Research from Wix Studio AI Lab shows that listicles are the best-performing content for AI search, accounting for 21.9% of citations. This is because each item has a clear topic and a self-contained explanation, making information easy for AI models to scan and retrieve. 

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The research also shows that listicles are particularly useful for satisfying searches with commercial intent, accounting for 40% of citations in these scenarios. When someone is searching for ‘the best tool for x’ or creating vendor shortlists, AI models disproportionately draw on listicles for their answers. 

However, brands that create self-promotional lists and place themselves in the top spot are entering murky territory. Google has taken action against low-quality, self-serving content in some circumtances, and it won’t be long before LLMs follow suit. 

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For AdTech brands, the opportunity lies in being featured in third-party lists, which typically outperform self-promotional content anyway. Alternatively, they can tap into the citability of listicles by creating content that isn’t self-serving, but provides critical information or helps solve a problem. For example: 

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• The top ten metrics advertisers should track 
• Seven questions to ask an identity provider 
• Eight ways to improve retail media measurement
• Ten programmatic trends markets should understand

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4. How-to guides match the conversational nature of AI search 

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AI search is far more conversational than traditional search. Google found that in 2026, the average AI mode query is triple the length of a traditional search query. 

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How-to content is particularly effective because it naturally maps to these longer, conversational queries. When someone asks Google AI Mode or ChatGPT ‘How do I do something’, the model looks for step-by-step instructions. 

Given that AdTech involves complex processes and audiences often seek practical solutions, producing how-to content is a natural fit. Numbered steps and self-contained sections ensure clarity and usability for both readers and AI.

Examples of how-to guides AdTech companies can create include:

• How to measure incremental reach across CTV 
• How to choose a DSP provider 
• How to measure programmatic effectiveness 

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5. FAQs give AI systems clear questions and direct answers 

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Unlike humans, AI models can’t read between the lines. Enter FAQs, which make the relationship between the question and answer explicit. 

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Specific headlines provide strong semantic signals, while concise answers reduce the amount irrelevant information AI needs to process to find the answer. Importantly, FAQ content is discrete and can stand alone while still retaining the context of the question. 

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For AdTech companies, FAQs offer a valuable, evergreen knowledge layer that can cover essential terms and themes relevant to their audience. We recommend adding FAQs to existing pages, or creating new pages where appropriate. 

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The new content imperative

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In the age of AI, what constitutes quality is up for debate, but what’s not is the importance of creating content that is easy for AI to parse, synthesize and ultimately cite. 

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Embracing formats such as LinkedIn articles, proprietary research, how-to-guides, FAQs and listicles can significantly improve your chances of being visible in AI answers. 

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If you need guidance on how to choose a PR agency for your AdTech company or want advice on what your AdTech company should be talking about, make sure to get in touch. 

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