AI has lowered the cost of faking a click, an install or a conversion, and invalid traffic has become more sophisticated and more difficult to separate from the real thing.
Two complementary studies from the IAB reveal that 40% of consumers use AI daily, and 95% of publishers say LLMs have reshaped their business. Among the changes, digital advertising still needs
stronger trust, infrastructure, attribution standards, and frameworks to close the gap between consumers and publishers.
OpenAI, Microsoft and others recently introduced ads in their chatbots that create incentives to identify conversations and track user behavior for ad targeting and conversion measurement, but what
happens to user privacy when companies begin tracking and analyzing these conversations?
Google's quest to create a universal assistant could be the reason it reportedly restructured the team behind Project Mariner, a research prototype browser extension from Google DeepMind and AI agent
for the Chrome browser that understands multimodal inputs.