An excerpt from soon-to-be-published "Competing at Machine Speed," a new book by Interpublic alum about what the agentic era portends for modern marketing.

The web spent decades learning how to price human attention. It now has to learn how to price machine utility. That process has begun. The contest over the billable event will decide how much of the open web has a viable place in the machine economy.

"Whether or not people actually buy through agents - or just search through agents - marketing has forever changed," Shelly Palmer asserted, calling for the creation of bot content distribution networks that will route bot-centric traffic to bot-optimized content.

Trying something new here. In the old days we would have called it a "reporter's notebook." Let's start with Smartly's Laura Desmond and see where we end up.

"You need to be distinguishing between the good bots and the bad bots, because some of them are likely to be your customers," ARF's Scott McDonald advised during this week's CIMM Summit, where others leaned into A2A marketing too.

Terry Young showed us what was possible by organizing the elements of culture in a scientific way. Now he wants to do the same for the science of possibility itself.

If Reddit was your whole AI brand visibility strategy in August, you had a terrible month. If it was one position among several, you had a rebalancing event.

It just accelerated how users -- as well as publishers -- personalize their journeys across search, discovery and news in ways that could impact consumers and marketers alike.