Is attribution dead? The new plumbing of modern e‑commerce

15 Jun 2026 · 1 min

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This content was created by Vinny O Brien. This content was uploaded by Vinny O Brien. This is a YouTube video titled "Is attribution dead? The new plumbing of modern e‑commerce" (created 2026-06-15). The excerpt is a spoken segment (labelled SPEAKER A) from a talk or panel about modern e‑commerce architecture — arguing that traditional attribution is becoming irrelevant as MCP servers complete objectives without trackable URLs, and questioning whether commerce should be fully distributed everywhere or curated and dynamically present. Metadata indicates a YouTube content piece; no named participants or creator are provided in the excerpt.

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and as we think about it, while all this is happening, the plumbing of e-com is really where all the change is happening and where the handshakes are happening. My whole contention out of it this week was that attribution as a place to waste time and energy is no longer pertinent. Who needs attribution when your MCP servers are passing through an objective, completing the objective, and there's no URL to track, right? So who cares at that point what attribution is? It begs the question, does modern commerce look more like you need to be fully distributed everywhere all the time, or is it that we're going to be curated and you will be dynamically appearing where you need to be at any moment in time?