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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