Opinion: AI research and dark social are breaking B2B ad measurement

AdExchanger Guest argues that B2B buying decisions are shifting into AI assistants, private messages and dark social that ad tech can’t observe, leaving attribution models crediting only the visible fraction of a buyer’s journey.

Why it matters. Marketers who keep optimizing to attribution risk misallocating budget toward measurable channels even as the influential decisions move to AI chats and peer shares that attribution can’t see.

Signal from adexchanger.com · AdExchanger Guest · read the original.

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