"The IAB Tech Lab has introduced a new standard designed to speed up programmatic advertising transactions and prepare for the rise of autonomous software agents in ad buying. Called the Agentic RTB (Real-Time Bidding) Framework (ARTF), the system aims to streamline the auction process and reduce latency in ad delivery. The initiative has already attracted support from major industry players, including Netflix and Paramount."
"NBCUniversal has announced the debut of NBC Sports Network (NBCSN), a new 24/7 linear channel dedicated to marquee sporting events and programming from NBC Sports. The network will launch today, 17th November, starting with YouTube TV subscribers and expanding soon to Xfinity, with additional distributors to follow. NBCSN will complement Peacock's streaming offerings, giving pay-TV customers access to live games and premium sports content."
The IAB Tech Lab introduced the Agentic RTB Framework (ARTF) to speed programmatic advertising transactions, streamline auctions, and reduce ad delivery latency while preparing for autonomous software agents in ad buying. Major industry players, including Netflix and Paramount, have already supported the initiative. NBCUniversal launched NBC Sports Network (NBCSN), a 24/7 linear channel focused on marquee sporting events, debuting on 17th November first on YouTube TV and expanding to Xfinity and other distributors. NBCSN is positioned to complement Peacock by providing pay-TV customers access to live games and premium sports content. Alibaba.com unveiled AI Mode to simplify cross-border sourcing.
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