# Introducing Agent Ads > Launch post by Jonah Goodhart, Co-Founder & CEO of Mobian, announcing Mobian Agent Ads: what Mobian believes is the world's first ad designed and targeted specifically to an AI agent, served live on TIME. - Canonical: https://themobian.ai/jonahgoodhart - Author: Jonah Goodhart, Co-Founder & CEO, Mobian - Published: 2026-07-30 - Company: Mobian (https://themobian.ai/) - Agent Ads overview: https://themobian.ai/aboutagentads - TIME + Mobian: https://themobian.ai/timemobian - Press: Digiday, "Time has started serving ads to AI agents" (https://digiday.com/media/time-has-started-serving-ads-to-ai-agents/) - Contact: contact@themobian.com --- We just served what we believe is the world's first ad designed and targeted specifically to an AI agent. The ad ran on a machine-readable page on TIME, purposely targeted to an AI agent instead of a human. Mobian served both the page and the ad, and ChatGPT and Perplexity accessed the content in real time. Introducing Mobian Agent Ads. An Agent Ad is a clearly labeled block of cited, verifiable brand facts, in machine-readable format, on a page an agent has fetched. No layout, no imagery, no hidden instructions to the model. The first line names the sponsor and every fact carries a source. When I was CEO of Moat, I used to say that bots don't buy things. That has changed. Bots now research products, make recommendations, help people make decisions, and increasingly take actions on their behalf. They have advanced enough that we stopped calling them bots. We now call them agents. When someone asks ChatGPT which bank they should consider, which certification their project leaders should pursue, or which product is right for them, an agent reads the web and returns an answer. That answer can shape what the person explores, trusts, or buys next. But agents consume the web differently than humans. Humans respond to layout, imagery, video, and storytelling. Agents reduce pages to structured information and use the facts and sources they find to form an answer. That creates a new challenge. AI systems are already forming opinions about brands, but the information they rely on can be outdated, incomplete, inconsistent, or simply wrong. In a Mobian study of more than 750 brands, roughly 17% of the sources AI engines cited conflicted with the brand's own facts or positioning. Agent Ads are designed to help close that gap. ## How it works Mobian Agent Pages serve approved agents a clean, machine-readable version of a publisher's content. Mobian Agent Ads add clearly labeled, advertiser-sponsored blocks of cited and verifiable brand facts directly within those pages. Every Agent Ad is disclosed as sponsored, separated from editorial content, attributed to the advertiser, and supported by sources. There are no hidden instructions, just brand-verified content designed to move AI systems closer to the truth about brands. Will agents actually use it? Early evidence says yes. In a lab study (https://arxiv.org/abs/2504.07112), researchers ran agents built on GPT-4o, Claude 3.7 Sonnet and Gemini 2.0 Flash against booking pages carrying ads. The agents neither ignored nor systematically avoided the ads, and they favored structured data over the visual and emotional appeals that sway people. ## Built with TIME TIME recognized early that its content now has two audiences: humans and AI agents. The underlying mindset is to treat agents as first-class citizens, not accidental visitors, and serve them an experience built for the way they actually consume information. In a conversation with Mark Howard, COO of TIME, I asked a simple question: if publishers are beginning to serve pages specifically for agents, can we build advertising specifically for that environment? As far as we could tell, no one had purposely built and served an ad to an AI agent within a live publisher environment. That was the lightbulb moment for both of us. Mobian now powers the process end to end. We identify and route approved agent traffic, generate and serve the Agent Pages, create and insert the Agent Ads, and measure every exposure. The ads themselves begin with structured data. Mobian analyzes a brand's paid media, published information, and supporting facts to establish how it wants to show up. We then compare that with how the brand actually appears across leading AI engines. We measure that through Visibility, Favorability, and Accuracy: does the brand appear, how is it represented, and are the facts correct? The gap between how a brand wants to show up and how it actually appears in AI becomes the focus for the Agent Ad. Mobian generates cited, verifiable facts designed to address that gap, then measures whether those scores move over the course of the campaign. ## Launch brands Our launch brands are Ally and Project Management Institute. Ally serves consumers making personal financial decisions. PMI serves professionals and organizations investing in project management capabilities. AI agents answer questions relevant to both every day, and both need an accurate, credible way to make their facts legible to those systems. Agent Ads bring together brands looking to provide accurate information, trusted publishers already supplying the content AI relies on, and a new audience of agents arriving at publisher sites at scale. From brand intelligence and creative generation through agent delivery, exposure reporting, and outcomes measurement, this is a new kind of advertising system built for a new kind of audience. We are live with TIME, serving Agent Ads when agents read their pages, and innovating rapidly with our launch partners. Please reach out if you want to learn more: contact@themobian.com This will be a wild ride. Here goes. Jonah Goodhart Co-Founder & CEO, Mobian