If Muse succeeds, Meta's ad attribution breaks, author argues
The author argues that personal agents buying on users' behalf would cost Meta last-click attribution, making agentic commerce an existential risk Meta must win.
Losing on Muse is *existential* for Meta Right now, if you watch and ad on instagram, and buy that product within X days, Meta can often get that last-click attribution and show ROI to their ad-buying customers and then improve targeting What happens when a personal agent makes that purchase via a sandboxed headless browser or an API? Meta loses last-click attribution forever, and their biggest customers are in the dark Agentic commerce is maybe biggest existential tail risk for Meta -- if it becomes a real category, they *have* to win
This post quotes another post: x.com/alexandr_wang/status/2097402344061510004