According to Álvaro Martínez, Sr. Director MENA - Growth Marketing and Pricing, talabat, measurement infrastructure around this bias, making it structural, not just behavioural. The question is always: what channel drives the cheapest CPA versus which channel drives the best user cohort at an acceptable cost. Small semantics, big difference.
Most organisations begin with reputational and regulatory concerns, because those risks are easier to quantify. However, mature organisations eventually understand that ethical AI starts with protecting people, says Alexander Merkushev, Head of AI Projects at Yango Tech.
As AI agents and automated traffic reshape digital advertising, performance marketers must prioritise traffic quality over clicks to improve bidding accuracy, reduce wasted spend, and drive meaningful conversions.
