"As the new year gets underway, early signals suggest another period of rapid change for advertising and ad tech, shaped by advances in AI, tighter regulation, and continued scrutiny of platform power. IAB Tech Lab set the tone with the release of its Agentic Roadmap, outlining how AI-driven buying and selling could scale across digital advertising without destabilising existing market structures."
"Regulatory intervention featured prominently, with the UK government moving to curb children's exposure to unhealthy food marketing. New rules ban junk food advertising before 9pm on television, alongside a full prohibition across online platforms. At the same time, pressure mounted on large e-commerce platforms: a federal judge rejected Amazon's attempt to dismiss a class-action lawsuit, accusing the retailer of price gouging during the Covid-19 pandemic."
"Amazon also faced fresh allegations from independent retailers who claim the company listed and sold their products without authorisation, diverting traffic away from merchants' own websites. The claims add to ongoing concerns around marketplace dominance and control. Consolidation in AI continued elsewhere, as Meta moved to acquire the AI agent Manus. The company plans to monetise the Chinese platform while integrating its technology into products such as the Meta AI chatbot, signalling a deeper push into agentic AI capabilities."
AI-driven buying and selling are being positioned for scale through the IAB Tech Lab's Agentic Roadmap to preserve market stability. The UK moved to curb children's exposure to unhealthy food marketing by banning junk food ads before 9pm on television and prohibiting such ads across online platforms. Legal pressure on e-commerce platforms increased as a federal judge allowed a class-action price-gouging suit against Amazon to proceed, and independent retailers alleged unauthorised listings that divert traffic from merchant sites. Meta pursued the AI agent Manus amid Chinese review, while Adform expanded in German-speaking markets via acquisition.
Read at Exchangewire
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