About

Buying is changing shape. A person no longer opens five tabs, compares, hesitates, and eventually converts. They ask an agent, and the agent does the rest. On the company side of the same transaction, nobody is running campaigns by hand either. An agent sets the budget, ships the creative, picks the audience, and moves to the next test before a human has opened the report.

Both sides get faster. Both sides lose the human who used to sanity-check the numbers.

That missing check is the part almost nobody is working on. An agent is only as good as the feedback it learns from. Give it last-click data and it will confidently pour a budget into whichever channel happens to sit closest to the purchase. Give it a weekly report and it will optimize against a world that has already moved. The model is not the constraint. The signal is.

Attribution is that signal. Not the dashboard version, where marketers argue about credit in a quarterly review. The machine-readable version: which touch actually caused this, how confident we are, and how quickly we can say so. Incrementality instead of correlation. Minutes instead of weeks. An interface an agent can call, not a chart a human can screenshot.

Get that right and friction disappears in both directions. Outside, an agent can close the gap between wanting something and having it. Inside, an agent can move real money without guessing.

Get it wrong and we have automated the guessing.

What this covers

• Attribution and incrementality. MMPs, SKAN, MMM, and where each one actually breaks.
• Agentic commerce. What an agent needs to see before it is allowed to act on a budget.
• User acquisition. Channel economics, bidding, creative.
• Growth and monetization. pLTV, subscriptions, pricing.

Who writes this

Hunjae, CEO of AB180, the company behind Airbridge, a mobile attribution platform. Most of what appears here comes from watching measurement break at close range.