What KPIs matter when your media buyer is an AI agent
Sep · 4 min read
The metrics that shift when negotiation is automated, and the ones that stay the same
measurement
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MRC Standards and Agentic Advertising: What US Buyers Should Know
Sep · 3 min read
The Media Rating Council publishes standards that define how digital advertising impressions and viewability are measured. As agentic advertising scales, MRC guidance is evolving to address how automated deal negotiation intersects with established meas...
How Measurement Changes When AI Agents Buy Programmatic Media
Sep · 3 min read
AI agent-driven programmatic buying changes the measurement model by shifting key decisions from humans to automated systems, which requires buyers to move measurement governance earlier in the process and encode it into the agent mandate before campaig...
Insight
The Measurement Gap: Who Verifies Delivery in Agentic Advertising?
Sep · 5 min read
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 Advertising
Aug · 5 min read
IAB 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 Pilot
Aug · 8 min read
A practical checklist for procurement and trading teams evaluating agentic platforms at scale.
Brand Safety in Agentic Advertising: What Verification Looks Like at Machine Speed
Aug · 8 min read
How brand safety controls work when buying decisions happen faster than human review cycles.
The Verification Layer that Programmatic Needs
Jun · 7 min read
Why 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 Essays
May · 6 min read
Why the industry's reliance on self-reported measurement has never been a substitute for independent verification.
News
What Is Attention Advertising and How Do AI Agents Use It?
Sep · 2 min read
Attention-based advertising measures whether ads were actually seen and processed, rather than simply served. AI agents can operationalise attention as a buying parameter, making attention measurement an executable deal constraint rather than a post-cam...
How Publishers Verify a Deal Negotiated by an AI Buying Agent
Sep · 4 min read
Publishers verify agent-negotiated deals through three layers: agent identity verification, mandate verification against proposed terms, and deal record verification using the shared DealSheet post-campaign.
Why Verification Vendors Are Moving Into Deal Record Auditing
Sep · 4 min read
Why 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.
Research
Agree. Transact. Verify.
Jun · 41 min read
The three functions that define a working agentic marketplace, and why the order of agree, transact, verify cannot be reversed.