How to Test an AdCP Agent Before It Goes Live
Oct · 9 min read
A 16-point checklist: AdCP storyboard conformance first, then sparring against counterparty agents, then a benchmark on a fixed brief, before an agent earns any autonomy.
Measurement
Nothing matches that. Try a different word or tag.
AI Agents and Marketing Mix Modelling: What Changes When an Agent Reads the Model
Oct · 9 min read
AI agents now help build marketing mix models and read their outputs to move budget. What open tools such as Meridian and Robyn document, and what still needs human judgement.
How to Test a Sell-Side AI Agent Before It Prices Your Inventory
Oct · 9 min read
A step-by-step guide for publishers: set up a no-spend sandbox, run scripted buyer agents against the seller agent, score every run on four measures, then go live in stages.
Explainer
Why AI Media-Buying Benchmarks Need a Human Baseline
Oct · 9 min read
A completion rate only means something next to a person doing the same brief. What a human baseline for AI media buying should measure, who it should use and why it is harder to build than it looks.
AI Agent Benchmarks Explained: What General Benchmarks Test and Why Media Buying Needs Its Own
Oct · 9 min read
A comparison of six public AI agent benchmarks, what each measures and where each stops, and what a media-buying benchmark has to score that general tests miss.
Benchmarking AI Buying Agents: 20 Questions Answered
Oct · 9 min read
Plain answers to the 20 questions buyers ask about testing AI media-buying agents: which benchmarks exist, what they should measure, how independent they are and how to read the results.
How to Read an AI Agent Benchmark: 10 Questions Before You Trust the Results
Oct · 9 min read
A ten-question checklist for judging whether an AI agent benchmark measures what it claims, from success criteria and repeat runs to denominators, noise, counterparties and baselines, with media buying as the worked case.
AI Agents for Performance Marketers: Can They Hit CPA and ROAS Targets?
Oct · 9 min read
What AI agents can optimise directly, what they only negotiate, why CPA and ROAS depend on measurement the agent does not control, and how to set targets in a mandate so an agent cannot game a single metric.
Is Your AI Buying Agent Better Than GPT or Claude? How to Prove It
Oct · 8 min read
The model name predicts little about whether an AI agent can finish a media buy. How to run a fair head-to-head against a frontier model, and what the scorecard needs to show a client.
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
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...
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.
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.
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.