Tag: measurement
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Most European Ad Execs Expect Agentic Buying Within a Year. Most Still Keep People Steering.
An IAB Europe survey of 50 ad executives finds 58% expect agentic ad buying to be in operational use or at scale within a year. Yet 36 of 47 say their organizations have no agent operating day to day, or one that humans still direct, and agents mostly handle reporting.
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Time Prices an AI Agent’s Attention at Five to Seven Times Display
Time is selling ad impressions to AI agents at roughly five to seven times its display rate, on the argument that one agent read may shape later recommendations. Chasing impact on AI agents in a different way, Expedia has staffed a business-to-agent function for a channel that carried under 1.5% of its traffic in May.
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How Molson Coors Quadrupled Creator Engagement With Legal in 3 Lanes
Molson Coors revamped its creator marketing approval process in March 2026, transitioning to quicker, less formal briefs through The Shake Squad consultancy. This change, affecting 230 marketers across over 100 brands, has led to a fourfold increase in creator content engagement. The new system includes a legal team that streamlines decision-making and differentiates influencers from…
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ChatGPT’s Ads Miss the Prompt One Time in Seven — and Almost Never Make the Answer
SE Ranking ran 50,000 prompts through ChatGPT and found one ad in seven had nothing to do with the question. In news and politics, more than half missed. And in 96% of placements, the advertiser paying for the slot went unmentioned in the answer above it.
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Etsy’s 36% Sales Boost: Insights from Google’s Holiday Guide
Etsy’s gross merchandise sales rose 36% across the 2025 holiday season, partly credited to Google’s AI Max, and it is the headline case study in the guide Google sent retailers on August 21. Independent measurement of AI Max points the other way, and Google’s own footnotes do not always match the claims.
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Agency Leaders Predict Growth in Outcomes-Based Pricing, but Face Challenges.
Eighty-five percent of agency leaders expect to do more outcomes-based pricing. The consultancy that studied it says pure versions are “exceedingly rare” — what agencies more frequently agree to is an output fee with a performance measure bolted on. Sixty-nine percent name attribution as a barrier, and the same share name procurement.
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Analyzing ChatGPT Ads: Study Reveals Key Insights
Accounts tied to lower-income ZIP codes were more likely to be shown ChatGPT ads at all, according to the first independent audit of advertising inside an LLM. It ran 91 fake users for three weeks before the ads stopped, and the authors think OpenAI worked out the accounts were not real.
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Zoom Is Spending on Creators to Get Cited by AI Search
Zoom wants to be read as an AI-first work platform rather than a meetings app, and it is buying creator partnerships to get there. Its CMO acknowledges there is no measurable link between creators and AI citations yet. Brands are now picking creators by who the LLMs quote.
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Marketers Think AI Is Raising Their Emissions. Most Haven’t Measured It.
A survey of 200 senior marketing leaders finds 88% believe AI is increasing their carbon footprint. Only 36% have comprehensively measured it. The gap sits inside an otherwise improving sustainability picture, which is what makes it a governance problem rather than a budget one.
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Google Lets Publishers Leave AI Search
Publishers can now keep their pages out of AI Overviews and AI Mode while staying in traditional search results. The catch is arithmetic: AI Overviews claims more than 2.5 billion monthly users, and opting out means giving up every click that flows from them.
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Google Ads Using Gemini to Predict the Conversions Its Lookback Windows Miss
Google introduced Qualified Future Conversion (QFC), a Gemini-powered metric in Google Ads that predicts the long-term revenue impact of top-of-funnel campaigns by connecting early actions — like brand searches — to expected future sales. Announced at Google Marketing Live in May 2026, it supplements rather than replaces existing conversion metrics like attributed branded searches. The…
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xpln.ai Puts a Number on How Much Attention an Ad Actually Needs
Attention intelligence platform xpln.ai launched Ideal Attention Time, a metric that tells advertisers the minimum attention their creative needs to achieve basic business outcomes like product understanding and brand recognition. The startup, founded in 2022 with an attention measurement product and an attention targeting product, is working from a simple premise, per CEO and co-founder…
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Hershey’s Wants Its AI Agents Measuring the Candy Spend, Not Just Buying It
While AI media-buying agents hog the attention, Hershey’s has been applying agentic tech to something less glamorous: media mix modeling. According to Digiday, the confectioner worked with Mutinex and Tracer.tech and spent a year building a system of several AI agents to produce campaign media modeling in weeks rather than months. The goal is to…
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Nearly 80% Of Businesses Struggle To Measure AI Search Impact
Branch’s new enterprise benchmark data suggests AI-driven discovery is no longer a side quest: 26% of companies say AI search delivered more than half their site traffic in 2025, and 49% expect to cross that threshold by late 2026. AI search’s share of traffic is rising faster than traditional search (up from 35% to 50%),…
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Brands May Actually Benefit From Advertising Next to AI Content, Per Study
A new study from OM Media Trials (Omnicom Media’s research unit) and brand safety vendor Zefr suggests the panic around ads appearing next to AI-generated content needs a little nuance. They surveyed nearly 5,000 people in the U.S. and Canada, testing reactions to ads placed after eight types of AI-generated video. The headline: some AI…
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Google’s Meridian: A Free Marketing Mix Model for Smarter Ad Spend
Google has announced that its marketing mix modeling measurement system, Meridian, will now be available to all marketers and data scientists worldwide. This open-source platform aims to help advertisers better understand the impact of their marketing efforts by providing transparent and customizable tools. To support the implementation of Meridian, Google is also launching a certified…
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IAB and MRC finalize AR ad measurement guidelines
Adoption of Augmented Reality by marketers continues to grow and is moving beyond the gimmick phase. IAB and MRC opened public comments for AR ad measurement standards back in February, and have now published the final guidelines. In collaboration, the Interactive Advertising Bureau (IAB) and Media Rating Council (MRC) have released their Augmented Reality (AR) Measurement…
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Audio outperforms video for attention and brand recall
In the face of increased privacy protections on platforms like iOS, cookie deprecation, and more restrictive privacy regulations, many agencies and brands are turning toward alternative measurement KPIs such as attention. Dentsu, who have been an early champion of attention, recently partnered with Lumen Research and a handful of premium publishers / adtech providers (Amazon…
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May the Best Attention Metric Win
Olivia Morley at AdWeek has written a balanced overview of the state of attention measurement … “Why do we have standards in a lot of other parts of our media ecosystem, but in this place it’s acceptable not to have standards?” Doug Rozen, CEO of Dentsu Media Americas, wondered. For the past five years, Rozen’s…