On August 3, 2026, the Interactive Advertising Bureau published Measuring Visibility in the AI Era, the industry's first attempt at a shared vocabulary for AI visibility measurement. It is a genuinely useful document in the narrow sense: it gives brands, agencies, and publishers common terms — Mention Rate, Citation Rate, Share of Voice, Position — and a two-tier quality standard (Directional vs. Decision-Grade) that will improve how the market evaluates the twenty-plus vendors currently selling AI visibility tools. It is also, by its own admission, a framework for a discovery model that no longer describes how AI-native consumers behave. This article lays out why, using the document's own numbers, structure, and stated limitations as evidence.