What drives decisions should drive commissions.

“As both a platform partner and a global advertiser, we’re seeing AI fundamentally compress the gap between discovery and decision. The challenge is, most brands' measurement frameworks are still anchored in a click-based world that doesn’t fully capture how decisions are actually being made. That’s creating a real disconnect between what’s driving consideration and what ultimately gets measured and valued. Programs like Lighthouse matter because they start to close that gap—connecting visibility within AI-driven experiences to real business outcomes. That’s a critical step toward bringing our measurement, investment strategy, and value creation in line with how consumers are actually engaging today.”

“As a digitally native brand, a significant portion of demand is created before a customer ever takes a measurable action. Traditional models tend to capture the moment of conversion, but not what actually drove it. The Lighthouse Program is an opportunity to better understand how influence shapes demand upstream and how that should be reflected in how we measure performance and allocate investment going forward.”

“The Lighthouse Program is an important next step in turning that influence into economic value that publishers can actually participate in.”

“As a performance-driven organization, we are constantly evaluating how our investments translate into measurable outcomes. A growing share of consumer decision-making is happening before any trackable interaction occurs. The Lighthouse Program provides an opportunity to better understand that dynamic and contribute to how influence is incorporated into future measurement and investment frameworks.”