Founder Content, Broken Attribution, and Reddit's Knife Problem
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Founder Content, Broken Attribution, and Reddit's Knife Problem
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Click-based attribution is breaking down as AI search answers questions without sending the click — and the numbers being passed around about how badly are mostly cited secondhand. We dig into what Kevin Indig's "Collapse of Attribution" actually shows, what the agency research behind founder-led content conveniently doesn't disclose, and an identity-framing email tactic that's cheap enough to test this week. Plus Shopify opening checkout to AI agents, YouTube's conversational editing preview, and a Reddit analysis of 51,129 comments that found a small group of accounts carrying an outsized share of buying recommendations.
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