Bombora vs Similarweb

What publishers should get from AI besides money

A new video from Bombora discusses what publishers should get from AI beyond monetary compensation.

IAB developing framework for AI ad measurement

The IAB is developing a framework to measure AI's influence on consumer conversions, set for release on November 12. The framework classifies how AI impacts purchase decisions and attributes conversions to AI touchpoints, including when ads weren't directly served to AI agents. Led by VP of AI Caroline Giegerich and informed by an undisclosed working group of tech companies, publishers, agencies, measurement vendors, and brands, the effort builds on IAB's August 'Measuring Visibility in the AI Era' guideline and complements IAB Tech Lab's Agentic Advertising Management Protocols (AAMP). Key challenges include data access from platforms like OpenAI, Google, and Anthropic, and debates over signal control. Industry data underscores urgency: Adobe reported a 393% year-over-year surge in AI-sourced traffic, while a Koddi study found 80% of German commerce media executives want better measurement tools for AI-agent shopping journeys.

• IAB to publish AI attribution framework on Nov 12, led by Caroline Giegerich with an undisclosed working group.
• The framework classifies AI influence on purchase decisions and attributes conversions to AI touchpoints, including cases where ads were not directly served to AI agents.
• It extends IAB's 'Measuring Visibility in the AI Era' guideline from August and complements IAB Tech Lab's AAMP.

Similarweb Names Michael Akkerman as New Chief Executive Officer

Similarweb announced the appointment of Michael Akkerman as new CEO, along with new product and partnership announcements including the State of Ecommerce 2026 report, NIQ partnership, and AI ad placement tracking.

6-K Financial Filing Analysis for Similarweb (2026-09-24)

Similarweb Ltd. announced that its Board of Directors has appointed Michael Akkerman as Chief Executive Officer, effective November 2, 2026. Akkerman succeeds Founder and CEO Or Offer, who announced in May 2026 his intention to step down after nearly two decades leading the digital intelligence platform. This leadership transition marks a critical governance evolution as Similarweb moves from founder-led management to its next phase of corporate growth and commercial scaling.

• Michael Akkerman appointed Chief Executive Officer of Similarweb Ltd., effective November 2, 2026.
• Founder and current CEO Or Offer is stepping down after leading the company for nearly 20 years, following an initial transition announcement in May 2026.
• The executive leadership transition was formalized via Board approval and reported on Form 6-K on September 24, 2026.

Generative AI to Become New Discovery Layer in E-Commerce

A report by Similarweb indicates that generative AI is increasingly influencing online purchase decisions, appearing in over 11% of shopping journeys prior to transactions, up from under 5% two years ago. However, traditional search remains crucial, with 89% of AI-influenced journeys also using search engines. AI is primarily used in early stages for problem definition and product comparison, while search is relied upon for specific product checks. This creates challenges in attribution, as last-click models often misattribute AI-driven conversions to search or direct traffic. Retailers must now optimize for visibility across multiple digital layers, including AI-generated answers and on-platform shopping assistants like Amazon's, and ensure structured product data to enhance AI recommendations.

• Generative AI appears in over 11% of shopping journeys before a transaction, up from under 5% two years ago.
• In 89% of AI-influenced purchase journeys, a search engine is also used.
• AI is used mainly for early-stage tasks like problem definition, category learning, and option comparison.