LinkedIn·Tuesday, 18 August 2026·8d ago

The Next Scarce Thing in Advertising Might be a Human Being As AI agents, crawlers and automated systems become a bigger part of the web,…

Utiq

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The Next Scarce Thing in Advertising Might be a Human Being As AI agents, crawlers and automated systems become a bigger part of the web, one question in advertising is becoming harder to ignore: How do we know when we are actually reaching a person? In her latest article, Beatrice Lhopitallier, Chief Revenue Officer, France at Utiq, explores why human reach could become one of the most important quality signals in digital advertising. As Beatrice writes: “Marketers are ultimately trying to influence people.” That sounds obvious of course, but the distinction between human and non-human activity is becoming much less straightforward. An AI agent researching a purchase may have genuine commercial value. A crawler may be performing a legitimate function. Neither is necessarily fraudulent. But neither should automatically be measured in the same way as human attention. That changes the conversation around identity too. Recognition across browsers and devices still matters, but so does understanding what kind of actor sits behind the signal. At Utiq, our Authentic Audiences proposition is deliberately people-based, using telco-powered, user-consented signals to create a dependable connection between an audience signal and a real person. Because, as Beatrice puts it: “The web can contain both people and agents. Advertising simply needs to get better at understanding the difference.” Read the full article from Beatrice Lhopitallier via the link below. https://lnkd.in/eRGnvD4H Marc Bresseel Will Harmer Julia Gloning Jana Moran Laurent Norridge Pascale Arguinarena Michail Piperakis Beatrice Lhopitallier Max Baum Catherine Murray Gunter Everink Kostas Chrysovitsiotis Arian S.