The open web's ad model is being rebuilt around agents

The open web's economics rest on humans viewing pages and ads. As agents increasingly fetch, read, and summarize on a person's behalf, the human page-view — the unit the whole model is priced on — comes under pressure.

The industry is scrambling for new units of value: attention that's verifiable, actions that are attributable, access that's paid.

Signal: any business priced on human impressions should be modeling what happens when the reader is a machine.