Sol Wilkinson

Amid AI disruption, how does the industry recalibrate and capitalise on the opportunity in this new landscape? Sol Wilkinson spoke to OpenAttribution’s Alex Springer to find out.

Agentic commerce has landed in Google, as of last month, with the rollout of new agentic AI tools to third-party e-commerce platforms. With Google’s Universal Commerce Protocol (UCP), products from Etsy and Wayfair can be searched for and bought directly in AI Mode and Gemini. It appears that agentic shopping will be a key focus for Google’s Gemini plans moving forward. As ChatGPT develops its own in-platform shopping plans, these rollouts will be critical to stay competitive in the field.

As Tradedoubler continues to push into new markets, the US has emerged as a key focus. After launching its first American office in Miami in 2025, the network has quickly scaled its presence, signed local clients, and begun laying the groundwork for further global expansion.