{"id":12537,"date":"2026-06-01T12:17:28","date_gmt":"2026-06-01T16:17:28","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/06\/01\/beyond-the-click-how-ai-agents-and-new-measurement-models-are-reshaping-advertising\/"},"modified":"2026-06-01T12:17:28","modified_gmt":"2026-06-01T16:17:28","slug":"beyond-the-click-how-ai-agents-and-new-measurement-models-are-reshaping-advertising","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/beyond-the-click-how-ai-agents-and-new-measurement-models-are-reshaping-advertising\/12537\/","title":{"rendered":"Beyond the Click: How AI, Agents, and New Measurement Models Are Reshaping Advertising"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">In this episode, I\u2019m joined by Ben Skinazi, Chief Commercial Officer at <a class=\"decorated-link\" href=\"https:\/\/equativ.com?utm_source=chatgpt.com\" target=\"_blank\" rel=\"noopener\">Equativ<\/a>. We explore what happens when AI moves from being a tool for marketers to becoming part of the media ecosystem itself. Ben shares his perspective on advertising inside LLMs, the growing role of agentic media, and why the future of marketing depends on connecting creative, targeting, inventory, and measurement in smarter ways. It\u2019s a practical look at where advertising is headed, what still needs to be solved, and why the open web may have a bigger opportunity than ever before.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n\n\n\n\n<hr class=\"wp-block-separator\"\/>\r\n\r\n\n<iframe loading=\"lazy\" style=\"border: none; min-width: min(100%, 430px); height: 150px;\" title=\"Beyond the Click: How AI, Agents, and New Measurement Models Are Reshaping Advertising\" src=\"https:\/\/www.podbean.com\/player-v2\/?i=g4mbt-1ada874-pb&amp;from=pb6admin&amp;pbad=0&amp;share=1&amp;download=1&amp;rtl=0&amp;fonts=Arial&amp;skin=1&amp;font-color=auto&amp;logo_link=episode_page&amp;btn-skin=fb0584\" width=\"100%\" height=\"150\" scrolling=\"no\" data-name=\"pb-iframe-player\"><\/iframe>\n\n\n\n\n\n\n\n\n\n\n\r\n\r\n\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/modern-marketing-measurement\/id1831113980\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100apple.png\" alt=\"apple podcasts\" class=\"wp-image-7392\" style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/open.spotify.com\/show\/4vORpYLYTj8A1JFWibSvn1\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100spotify.png\" alt=\"spotify podcasts\" class=\"wp-image-7393\" style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><a href=\"https:\/\/www.youtube.com\/watch?v=EFhe8aY8_t0&#038;list=PLcTvMd3G4U6_Doo0PKJQlDTIyMgsdFNud\"><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"2048\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit.png\" alt=\"youtube podcasts\" class=\"wp-image-8368\" style=\"object-fit:cover;width:32px;height:32px\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit.png 2048w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-300x300.png 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-1024x1024.png 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-150x150.png 150w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-768x768.png 768w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/04\/youtube-icon-2048x2048-ndntqyit-1536x1536.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\" \/><\/a><\/figure>\n<\/div>\n<\/div>\n<hr class=\"wp-block-separator\"\/>","protected":false},"excerpt":{"rendered":"<p>In this episode, I\u2019m joined by Ben Skinazi, Chief Commercial Officer at Equativ. We explore what happens when AI moves from being a tool for marketers to becoming part of the media ecosystem itself.<\/p>\n","protected":false},"author":7,"featured_media":12538,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[34,23],"class_list":["post-12537","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-modern-marketing-measurement-podcast","topics-podcast"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Beyond the Click: How AI, Agents, and New Measurement Models Are Reshaping Advertising | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/beyond-the-click-how-ai-agents-and-new-measurement-models-are-reshaping-advertising\/12537\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Beyond the Click: How AI, Agents, and New Measurement Models Are Reshaping Advertising\" \/>\n<meta property=\"og:description\" content=\"In this episode, I\u2019m joined by Ben Skinazi, Chief Commercial Officer at Equativ. We explore what happens when AI moves from being a tool for marketers to becoming part of the media ecosystem itself.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/beyond-the-click-how-ai-agents-and-new-measurement-models-are-reshaping-advertising\/12537\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-01T16:17:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/wp-content\/uploads\/sites\/3\/2026\/06\/MMM_BenSkinazi_Equativ.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" 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