AI Agents Will Break Digital Advertising's Measurement Infrastructure
Source: Beet
As AI agents begin handling purchase decisions autonomously, they bypass the impression-based metrics that underpin the digital ad ecosystem—creating a $600B+ measurement crisis that forces advertisers and platforms to rebuild attribution from scratch. Current ad tech cannot track or influence non-human actors. Legacy ad networks face obsolescence. The winners won't be today's ad platforms, but whatever measurement infrastructure emerves to serve AI-to-AI commerce.