IAB’s latest research shows advertisers are changing how they measure performance as AI reshapes consumer discovery. Buyers increasingly want metrics that capture visibility inside AI platforms, not just traditional website activity.
What We Know: The IAB found 86% of advertising buyers are making changes or expect to make changes within the next six to 12 months. Those changes reflect a shift in how consumers discover, evaluate, and ultimately choose brands through AI tools.
What The Numbers Show: Overall, buyers are adding AI-specific measurement to their strategies. In addition, 48% say they’re currently measuring or plan to measure brand visibility and citations within AI tools, while 44% are using or plan to use branded search and direct traffic as proxies for brand activity. Only 26% say they’re placing less weight on site traffic. The IAB also found 45% of buyers identify comparing AI-driven and traditional customer journeys as their top measurement challenge.
What They Said: “The industry is rebuilding its playbook mid-flight. Ad spend is accelerating, but the systems used to plan, measure, and prove performance were built for a consumer journey that AI is rapidly rewriting. The next 12 months will separate buyers who adapt their measurement and audience strategies now from those who wait for standards to settle.” -IAB study
What It Means: The findings suggest advertisers aren’t abandoning traditional metrics yet. Instead, they’re expanding measurement to account for AI-driven discovery, citations, referrals, and other signals that may not produce a conventional website visit. The IAB has also released measurement guidelines designed to create greater consistency around AI visibility data.
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