Measurement
- Why Verification Vendors Are Moving Into Deal Record AuditingWhy verification vendors are expanding into deal record auditing: the three structural advantages they hold, what deal record auditing involves, and what buyers should ask their current verification vendors.
- The Measurement Gap: Who Verifies Delivery in Agentic Advertising?Third-party verification tools measure delivery against what was bought. In an agent-negotiated deal, the deal record may exist only in each agent's own system. Impression-level measurement is unaffected. Attribution and financial reconciliation are not.
- Natural-Language Confirmation Is Not a Transaction: The Verification Problem at the Heart of Agentic AdvertisingIAB Tech Lab's Shailley Singh: agentic advertising cannot rely on natural-language confirmation. Research across 90,202 simulated deals found 95.3% disagreement between separate agent records, falling to 0.19% with a shared record.
- Is Agentic Advertising Ready for Enterprise Budgets? What to Verify Before You PilotA practical checklist for procurement and trading teams evaluating agentic platforms at scale.
- Brand Safety in Agentic Advertising: What Verification Looks Like at Machine SpeedHow brand safety controls work when buying decisions happen faster than human review cycles.
- Agree. Transact. Verify.The three functions that define a working agentic marketplace, and why the order of agree, transact, verify cannot be reversed.
- The Verification Layer that Programmatic NeedsWhy an independent evidence layer, separate from ad servers and measurement vendors, changes what trust means in programmatic.
- Measurement Isn't Verification: Fifteen Years of Self-Graded EssaysWhy the industry's reliance on self-reported measurement has never been a substitute for independent verification.