IAB drafts attribution rules for ads* served to AI agents
Ads increasingly reach bots, not humans, and nobody agrees who deserves the credit or the money. The IAB is drafting a framework, due Nov. 12, to standardize attribution when AI agents weigh a product page, decide, and buy on a user's behalf. Old signals like UTMs and referrers don't survive AI journeys, so the working group has to invent what counts as proof.