Search traffic has been sliding for two years as AI platforms answer questions directly instead of sending users to click through. Measuring Visibility in the AI Era, part of the IAB’s broader Project Eidos initiative, was built to solve a specific market problem: more than 20 companies now sell AI visibility measurement tools, each using a different methodology, and two providers measuring the same brand or publisher can produce contradictory results. Only 16% of brands currently track their AI visibility at all, and buyers with budgets to spend have had no basis for evaluating what they are buying. McKinsey projects unprepared brands could see traditional search traffic decline 20% to 50%. The framework also flags multimodal visibility, including how AI platforms handle voice responses, as a priority for future standardization, worth watching given how much of radio’s own content is voice-first.