A follow on blog to my Intent data post yesterday. Where intent is needed for authorization, measurement is needed by every “specialist” participating in an agentic interaction. As background I was founder/CEO of Commerce Signals, focused on measurement and card transaction data. Measurement is a powerful business. In fact, I would say Google started out as a measurement company with the PageRank algorithm. By keeping track of what users clicked on which link for which search word, they created the directory of the internet. Let’s dig a little deeper into why measurement is key in agentic, and for all federated models.

Google is not building a monolithic “central brain” to disintermediate the ecosystem. Instead, as discussed in my UCP Blog (also see Ask Macy’s Case Study), they are fostering a world of specialist collaborative models that interact across three specific technical layers: