AI Search: What’s Wrong with Everything Your Dashboard is Telling You w/Ted Coxworth, President of Extensor

As cookies disappear, AI search obscures organic traffic, and paid media consumes a growing share of marketing budgets, attribution has never been more complex—or more consequential. Ted Coxworth, President of Extensor,, has been building Media Mix Models since 2013, and in this episode he breaks down why most measurement stacks are quietly leading marketers into an expensive trap. Ted walks through the difference between MMM, MTA, and incrementality testing—and why the smartest measurement programs use all three. He also tackles the AI overview problem head-on: why last-click models can't touch it, and why correlation-based modeling is currently the best tool available for measuring its impact. Key takeaways:  Last-click is costing you: Over-reliance on easily attributable channels captures demand but stops generating it, and most measurement systems won't tell you that's happening MMM was built for this moment: Cookie loss, AI overviews, zero-click search—MMM's correlation-based approach sidesteps all of it Better measurement changes the conversation: When you can prove multi-touch influence, you earn the budget to invest where it actually matters Resources:  Learn about Ted's work at goextensor.com Connect with Ted on LinkedIn: www.linkedin.com/in/ted-coxworth-4330568b  Connect with Paxton on LinkedIn: https://www.linkedin.com/in/paxtongray/  Looking for an agency that'll be worth the investment? 97th Floor creates custom, audience-first campaigns that drive pipeline and conversions. Get started here: https://97thfloor.com/lets-talk/.  About Ted Coxworth:  Ted Coxworth is President of Extensor,, a marketing measurement firm that shows brands what's working, what's not, and how to get more from their media budget. He works with both in-house marketing teams and agencies to assess channels ranging from Google and Meta to billboards and radio, giving him a front-row seat to the measurement challenges across B2B and B2C businesses alike. He believes every marketer deserves an honest picture of how their budget works.  Timestamps:1:54 - MMM as the answer to cookie decay5:39 - What media mix modeling actually is7:37 - Weather, competitors, and surprise data11:11 - MMM, incrementality testing, and MTA as a trio15:03 - AI search's measurement blind spot21:27 - Why paid media's budget share keeps climbing