"Programmatic advertising is going through yet another period of transformation. This time from the era of web-based automation to the era of agentic AI-powered automation. Except there seem to be two competing philosophies for how AI agents and programmatic advertising should intersect. On one side, there's the Ad Context Protocol, which aims to create new standards native to AI agents."
"On the other, there's IAB Tech Lab, which looks to augment and adapt its existing standards for AI agents through its Agentic Roadmap. What's been unclear is to what extent the two frameworks are compatible or competitive. In this video, programmatic experts - including executives from IAB Tech Lab and AdCP's founding companies - weighed in on that at the Interactive Advertising Bureau's Annual Leadership Meeting in Palm Springs, California."
Programmatic advertising is undergoing a transition from web-based automation to agentic AI-powered automation. Two competing philosophies have emerged: the Ad Context Protocol, which proposes creating new standards native to AI agents, and the IAB Tech Lab, which seeks to augment and adapt its existing standards through an Agentic Roadmap. The compatibility and competitiveness of these two frameworks remain unclear. Programmatic experts, including executives from IAB Tech Lab and AdCP founding companies, debated these approaches at the IAB Annual Leadership Meeting in Palm Springs, California. Additional industry developments note AI modeling impacts on paid social evaluation, leadership moves at Attivo, and a Truthset study on ID match error rates.
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