IAB framework urges advertisers to rethink attribution as AI referrals go undercounted
· 23m ago · Originally reported by PPC Land
The IAB has introduced a framework addressing how AI-driven recommendations affect marketing measurement. Cited data suggests only 8.8% of visits following an AI brand mention come directly from the AI tool, with much of the traffic misattributed to search or direct channels. The framework centers on two questions: who chose the product, and who can prove it.
Why it matters
If AI assistants influence buying decisions but the resulting visits get credited to search or direct traffic, brands may be undervaluing AI channels and misallocating budget across their marketing mix.
Explain it like I’m new here
It's like your friend recommending a restaurant, but the restaurant thinks you found it by walking past — so they keep thanking the street instead of your friend.
Terms in this story
IAB (Interactive Advertising Bureau)
The IAB (Interactive Advertising Bureau) is the US-based trade association for the digital advertising and media industry, founded in 1996, which publishes research, guidelines and policy positions.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Attribution
Attribution is the process of assigning credit for a conversion, such as a sale, sign-up or install, to the ads, channels or touchpoints that a customer encountered beforehand.
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