Author: Michael Bürgi

What a time to be a holding company CEO. You’re either the charmer who lands big clients then waltzes off to the next pitch to sprinkle your fairy dust (Arthur Sadoun), or you’re the wily old veteran who’s climbed to No. 1 by knowing when to buy — or not buy — a competitor (John Wren). 

But what about the CEO who’s actually trying to be honest and transparent by acknowledging the internal challenges to transformational change — and then has that transparency used against her in a court of law? Cindy Rose, WPP’s CEO who’s about to hit her one-year anniversary running the OG of holdcos, finds herself in that role, whether she likes it or not. 

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Ads are starting to get served to bots instead of people. Nobody agrees on what that’s worth, or who gets credit for it.

The Interactive Advertising Bureau is trying to fix that. A new framework, due out Nov. 12, will tackle how to attribute ads served to AI agents, the mechanism increasingly standing between publishers and the humans who used to click through to their sites directly.

The IAB is working to “create a shared framework for measuring and crediting AI’s role in conversions, especially when traditional signals are minimized,” according to Caroline Giegerich, vp of AI at the IAB. The IAB is exploring new measurement frameworks and signals to quantify AI’s influence on purchase decisions, she added.

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