Is Search Totally F**ked? What Do We Do Now?

{
  "id": "PP1148539",
  "track": "Brand & Marketing",
  "focus_area": null,
  "category": "Presentation",
  "event_id": "PP1148539",
  "event_type": "panel",
  "format": "Presentation",
  "genre": null,
  "subgenre": null,
  "name": "Is Search Totally F**ked? What Do We Do Now?",
  "presented_by": null,
  "publish_at": "2025-09-30T16:00:00.000-05:00",
  "reservable": true,
  "reservable_id": "PP1148539",
  "reserved": false,
  "date": "2026-03-14",
  "end_time": "2026-03-14T11:00:00.000-05:00",
  "start_time": "2026-03-14T10:00:00.000-05:00",
  "message": null,
  "image": null,
  "credentials": [
    {
      "name": "Platinum Badge",
      "type": "platinum"
    },
    {
      "name": "Innovation Badge",
      "type": "innovation"
    }
  ],
  "contributors": [
    {
      "id": 89042,
      "company": "Basis Technologies",
      "credential_types": [
        "innovation"
      ],
      "entity_id": 2251340,
      "name": "Robert Kurtz",
      "speaker_types": [
        "Speaker"
      ],
      "title": "Business Outcomes Partner",
      "image": {
        "alt_text": "Robert Kurtz",
        "credit": null,
        "url": "https://images.sxsw.com/pUHimtmYcoKnb3oHwFQLamX-U-U=/0x0:667x667/600x600/images.sxsw.com/48/25aba333-ec72-4c7d-8b90-d6035c893c9b/pcid-1637416"
      },
      "speaker_type": "Speaker",
      "details": "Robert Kurtz is a Strategic Business Outcomes Partner at Basis with 19 years of experience in digital advertising. He has a deep background in search marketing across Google, Amazon, and Microsoft, and now works as a senior consultant helping global brands develop and connect their media strategy to real business growth. A contributor to Digiday and other publications, Robert focuses on making digital media simple, effective, and measurable.",
      "links": {},
      "type": "person"
    },
    {
      "id": 33600,
      "company": "Basis Technologies",
      "credential_types": [
        "innovation"
      ],
      "entity_id": 2065185,
      "name": "Noor Naseer",
      "speaker_types": [
        "Speaker"
      ],
      "title": "VP, Media Innovations + Technology",
      "image": {
        "alt_text": "Noor Naseer",
        "credit": "",
        "url": "https://images.sxsw.com/HzozHXAxJthxRB8wCJNtqT-FLj0=/1454x270:5857x4673/600x600/images.sxsw.com/48/071174f9-a5ff-4d83-955b-d74522c5536d/pcid-734987"
      },
      "speaker_type": "Speaker",
      "details": "Noor Naseer is a recognized thought leader in media innovation and client education at the adtech software company Basis Technologies. She hosts industry podcast AdTech Unfiltered and is a sought-after keynote speaker, panelist, and presenter on topics including AI, streaming TV, automation, audio, responsible media, and more.\rHer expertise has been featured in outlets such as Adweek, MediaPost, and Advertising Week, and she has spoken at major industry events hosted by organizations including the 4A’s, SXSW, Gartner, the American Marketing Association, and the American Advertising Federation. Beyond her work in adtech, Noor also leads Basis Conversations, a company-wide program fostering inclusive dialogue and understanding. ",
      "links": {},
      "type": "person"
    }
  ],
  "venue": {
    "accessible": false,
    "age_policy": null,
    "floor": "5",
    "id": "V2051",
    "indoor_outdoor": null,
    "mixhalo_url": "https://translate.mixhalo.rocks/432?venue_id=432&partner=true",
    "name": "Waterloo Ballroom 3",
    "parent_id": "V2024",
    "parent_venue_name": "Austin Marriott Downtown",
    "venue_entry_info": null,
    "formats": null,
    "location": {
      "address": "304 E Cesar Chavez St.",
      "lat_lon": [
        30.2628298,
        -97.74157
      ],
      "city": "Austin",
      "postal_code": "78701",
      "state": "TX",
      "name": "Austin Marriott Downtown"
    },
    "root": {
      "id": "V2024",
      "name": "Austin Marriott Downtown",
      "mixhalo_url": null
    },
    "events": "[omitted 5 venue events]"
  },
  "description": "We’re wired to search. With billions of search queries per day, marketers have long known where and how to find their audiences.Now with the rise of generative engines and AI, the search landscape is facing its biggest upheaval in decades. Traditional search, long the backbone of digital strategy, is being rapidly replaced by generative engine optimization (GEO), fragmented user journeys, and new discovery ecosystems. This session will highlight immediate threats to legacy approaches and inspire strategies for brands, marketers, and advertisers to reclaim visibility and influence.",
  "experience_level": "Intermediate",
  "audio_url": null,
  "accessibility": [
    "Closed captioned"
  ],
  "accessible_venue": false,
  "add_bcl_url": false,
  "add_slido": false,
  "after_midnight": null,
  "age_policy": null,
  "american_sign_language": false,
  "apple_url": null,
  "audio_description": false,
  "caption_url": null,
  "captioned_qa": false,
  "closed_captioned": true,
  "cpe_credit": false,
  "event_status": "none",
  "has_subtitles": false,
  "hash_tags": [],
  "high_sensory_experience": false,
  "live": false,
  "long_description": "We’re wired to search. With billions of search queries per day, marketers have long known where and how to find their audiences.Now with the rise of generative engines and AI, the search landscape is facing its biggest upheaval in decades. Traditional search, long the backbone of digital strategy, is being rapidly replaced by generative engine optimization (GEO), fragmented user journeys, and new discovery ecosystems. This session will highlight immediate threats to legacy approaches and inspire strategies for brands, marketers, and advertisers to reclaim visibility and influence.",
  "meeting_url": null,
  "meeting_url_live": false,
  "mentorly_url": null,
  "mobile_audio_url": null,
  "open_captioned": false,
  "playlist_tag": null,
  "rebroadcast": false,
  "recommended_ids": [],
  "search_conversions": null,
  "short_program": false,
  "slido_url": null,
  "sort": "IS SEARCH TOTALLY F**KED? WHAT DO WE DO NOW?",
  "source": "Official",
  "squad_up_url": null,
  "stream_embed": null,
  "stream_id": null,
  "stream_url": null,
  "strobe_warning": false,
  "subdiscipline": null,
  "summit": null,
  "summit_display_name": null,
  "tags": [
    {
      "id": 2114,
      "name": "Ai",
      "created_at": "2020-01-17T14:51:44.091-06:00",
      "updated_at": "2026-02-18T15:48:17.273-06:00",
      "sort": "AI",
      "alpha": "A"
    },
    {
      "id": 1998,
      "name": "Marketing",
      "created_at": "2018-01-31T12:12:00.721-06:00",
      "updated_at": "2024-01-31T13:51:56.687-06:00",
      "sort": "MARKETING",
      "alpha": "M"
    }
  ],
  "talent_attending": null,
  "title_only": false,
  "track_display_name": "Brand & Marketing track sponsored by Youtube",
  "trailer_id": null,
  "trailer_url": null,
  "video_on_demand": null,
  "vimeo_id": null,
  "vod": false,
  "xr_project_type": null,
  "youtube_id": null,
  "related_events": [],
  "related_sales_client": null
}