About

Alex has spent over a decade at the intersection of content, commerce, and advertising — building and scaling partnership technology across the US, UK, and Europe. He works in the impact.com strategy team focused on AI and data products that empower brands and partners to work together more effectively.

Alex is a leader on the AI Taskforce for the APMA (Affiliate & Partner Marketing Association) and is a regular speaker on AI commerce, content attribution, and the future of performance marketing.

OpenAttribution

Alex is the director of OpenAttribution.org, a cross-industry coalition establishing transparency and attribution standards for content usage in AI systems.

OpenAttribution develops two core standards:

• AIMS (Agent Identity Manifest Standard) — Agent identity verification using DID-based manifests, enabling content owners to know which AI systems are accessing their content and why
• Telemetry Standard — Session-based content event tracking that creates an auditable trail from content ingestion through AI-generated recommendations

The initiative is Apache 2.0 licensed with multi-stakeholder governance spanning publishers, platforms, and AI providers. SDKs are available for integration.

View on GitHub

Speaking Topics

AI Commerce Infrastructure — How content gets into AI recommendations, and why licensing, attribution, and transparency matter

The Zero-Click Era — What happens to content creators, publishers, and affiliate partners when search becomes answers

Agentic Commerce — How AI agents are reshaping purchasing, what it means for brands and retailers, and who controls the recommendation

Transparency Standards for AI — The case for OpenAttribution, content provenance, and accountability in autonomous systems

Retail Media in AI — Why the $166B retail media market has no path into AI shopping assistants, and what replaces ad slots in conversational commerce

Recent Speaking & Media

The Drum — 10 Questions on Advertising — Podcast, Feb 2026 AI, global commerce, and US/UK working culture.

Konverj / APMA — Open Attribution: The Fix For The Zero Click Era — Webinar, Feb 2026 What’s changing in search, what transparency standards are emerging, and how performance marketers can protect measurement, partnerships, and revenue in an AI-first world.

APMA — Winning Visibility in LLMs — Panel, Jan 2026 What AI search means for affiliate leaders in 2026. How brands appear in AI-led search, what affiliate content influences those outcomes, and how to optimise for AI-led discovery.

Fletch — The Agentic Era: The New Rules of Embedded Acquisition — Panel, NYC, 2026 The intersection of agentic commerce, embedded finance, and AI distribution.

Co-panelists have included

Todd Friedman (Google, AI Shopping Lead) · Maya Prosor (Lemonade, CBO) · Parvathi Narayan (Prudential Life, CPO) · Tim Stevens (Quinstreet, COO) · Nicholas Yates (Silverbean) · Mike Logue (Obsero) · Stephen Davis (Finder)

Roles

Director — OpenAttribution.org

AI Taskforce Lead — APMA (Affiliate & Partner Marketing Association)

Senior Director of AI Strategy & Partnerships — impact.com

Format

Keynote, panel, webinar, podcast, or workshop. Based in the UK, available for in-person events in London and across Europe, and remotely worldwide.