In this episode of The MadTech Podcast, ExchangeWire COO Lindsay Rowntree is joined by CEO Rachel Smith and Zac Selby, SVP of global solutions for data & technology at dentsu.

They look at IAB Australia’s 'Future of Measurement' initiative, Google securing a patent for AI-generated landing pages, and Apple introducing advertisements in Apple Maps.

IAB Australia launches new initiative (B&T)

IAB Australia has launched a new ‘Future of Measurement’ initiative which will focus on strengthening how advertising opportunities and outcomes are assessed. It will examine the country's current audience measurement systems, advertising exposure signals, and the approaches used to measure outcomes.

The project will also offer guidance on best practice frameworks and release a forward view of how Australia’s measurement ecosystem will likely evolve. The first wave of findings will be shared in September 2026. 

Google patents right to replace landing pages (AI for Ecommerce and Amazon Sellers)

Back in January, the US Patent and Trademark Office granted Google a patent titled "AI-generated content page tailored to a specific user". The provisional application was filed in July 2024, with a parallel European filing in July 2025. 

The patent describes Google scoring a user’s landing page in real time when they search. The system will trigger an AI-generated replacement page if the score crosses a threshold (based on a conversion rate, bounce rate, or similar). It will then add the page to the search results through a link within a sponsored content item. 

Apple to introduce ads in Maps (Bloomberg)

Apple is planning to introduce advertising in its Maps app in a push to generate more money from its services. According to those familiar with the matter, the launch could be announced as early as this month. Retailers and brands will be able to bid for ads slots against search queries, similar to in Google Maps.