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# ARF: industry may start marketing to bots, not just blocking them
- URL: https://www.medianexis.com/arf-industry-may-start-marketing-to-bots-not-just-blocking-them/
- Published: 2026-09-29T12:19:41.000Z
- Updated: 2026-09-29T12:19:42.000Z
- Description: MediaPost’s Joe Mandese reports that at ARF’s CIMM summit, outgoing ARF chief Scott McDonald said the industry may shift from excluding bot traffic to targeting AI agents as proxies for real consumers.
- Author: The Signals Desk
- Tags: Measurement, Joe Mandese, MediaPost: A2A marketing gains conceptual traction

*Signal from* [*mediapost.com*](https://mediapost.com/?ref=medianexis.com) *·* [*Joe Mandese*](https://www.medianexis.com/tag/by-joe-mandese/) *·* [*read the original*](https://www.mediapost.com/publications/article/418213/a2a-marketing-gains-traction-albeit-conceptually.html?ref=medianexis.com)*.*