The number-one job of a marketer is to invest budget wisely to drive sales. That inherently requires accurately measuring the performance of that spending. Yet most advertisers still rely on flawed measurement methods that systematically overstate performance and misallocate resources. The measurement crisis Even the smallest Fortune 500 companies generate roughly $10 billion in revenue, meaning they likely spend at least $1 billion on advertising. Whether you're spending billions or mere millions, the stakes are too high to rely on half-measures when optimizing ROI.
Headless browsers - the behind-the-scenes software that lets machines surf the web like people - were once the domain of quality-assurance testers and SEO agencies. But new AI-powered browsers launched this last year - like Perplexity's Comet and Browser Company of New York's Dia - are bringing new meaning to the term. These players are using headless browsers to power AI agents that need to click, scroll and interact with websites as a human would, to retrieve information.