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# Attribution flaws will scale, not disappear, as AI takes over ad spend
- URL: https://fabric-media.ghost.io/attribution-flaws-will-scale-not-disappear-as-ai-takes-over-ad-spend/
- Published: 2026-08-23T21:13:27.000Z
- Updated: 2026-08-27T00:43:57.000Z
- Description: INCRMNTAL’s CEO argues AI ad-buying systems are being trained on last-touch attribution, which rewards observability over actual sales influence. An analysis of $1bn in spend across 65 advertisers found search consistently over-credited while early-funnel channels were undervalued.
- Author: Fabric.Media Editorial
- Tags: Measurement, AI, Maor Sadra

**Why it matters.** Advertisers who let AI optimize on attribution data risk automating budget waste at scale rather than correcting it.

*Signal from* [*uk.themedialeader.com*](https://uk.themedialeader.com/?ref=fabric-media.ghost.io) *·* [*Maor Sadra*](https://fabric-media.ghost.io/tag/by-maor-sadra/) *·* [*read the original*](https://uk.themedialeader.com/ai-is-about-to-control-a-third-of-ad-spend-what-if-its-wrong/?ref=fabric-media.ghost.io)*.*