It’s an agentic world — and advertisers are racing to keep up.
That’s the thinking behind AI Agent Measurement, a component in a new AI/agentic measurement and protection offering from DoubleVerify called AI Verification.
With Agent ID Measurement, advertisers can see when AI scrapers or agents – including Perplexity’s Comet and OpenAI’s Atlas – are interacting with their ads, either directly, by viewing or engaging with one, or indirectly, by ingesting some form of ad data. According to CEO Mark Zagorski, the goal is to set a benchmark around how AI systems engage with ads today.
In the past, any AI traffic interaction was treated as a red flag. But now, Zagorski says that’s changing. In some cases — like with a coupon ad — it might make sense for an AI agent to recognize that content. So, Agent ID Measurement brings visibility to what’s occurring so advertisers can better manage their agentic strategies going forward.
Why This Matters:
DV’s AI Verification isn’t just about AI agents. The company has also expanded its anti-AI slop tool, SlopStopper, across 30 major buying platforms, including Amazon, Microsoft Invest, The Trade Desk, and Yahoo.
SlopStopper was launched last year to help advertisers avoid low-quality, AI-generated “slop” on the open web, and is now part of the larger AI Verification offering. DV says a social media version is coming in early 2026, which feels timely given the rise of tools like Sora that are our packing our For You Pages with synthetic content.
Experts React:
Gilit Saporta, Head of the DV Fraud Lab, says AI agents could have a major impact on ad campaigns — especially across retail and commerce media environments where agents might browse, compare, or even transact on behalf of users. Here’s her take:
“We know that in a few of these scenarios the bots ingest ads, whether or not the user is aware. There can be a lot of obstacles as the bot tries to complete the purchase, which can skew the number of clicks and impressions generated.”
(This feels relevant given the Perplexity and Amazon situation we’re seeing.)
Our Take:
The definition of “verification” is very quickly evolving, as a result of AI and the overall shift towards agentic experiences. It will be interesting to see what the data looks like in 2026 from DV and others (Cloudflare?) on how scaled these experiences are and what the ad interactions look like.
AdTechRadar is owned by Chris Harihar, who leads PR at Mod Op. DoubleVerify is a Mod Op client.
