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Attribution flaws will scale, not disappear, as AI takes over ad spend

INCRMNTAL’s CEO argues AI ad-buying systems are being trained on last-touch attribution, which rewards observability over actual sales influence. An analysis of $1bn in spend across 65 advertisers found search consistently over-credited while early-funnel channels were undervalued.

Why it matters. Advertisers who let AI optimize on attribution data risk automating budget waste at scale rather than correcting it.

Signal from uk.themedialeader.com · Maor Sadra · read the original.

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