The digital ad landscape is shifting towards AI agents, and the IAB Tech Lab’s newly released Agentic Roadmap aims to facilitate this transition without disrupting existing infrastructures. The IAB Tech Lab, the technical arm of the Interactive Advertising Bureau, is pivotal in setting standards like OpenRTB and VAST that underpin digital advertising. The Agentic Roadmap enhances these standards, introducing protocols for AI agent deployment, ensuring real-time decision-making while maintaining privacy frameworks. Marketers must adapt to this evolving landscape where programmatic automation will gradually incorporate autonomous decision-making. By 2026, expect open-source tools that allow for the implementation of AI systems without vendor lock-in. Marketers can leverage existing technologies and stay compliant with privacy regulations as they embrace AI. Upcoming educational sessions by IAB Tech Lab will guide teams in navigating this transformation. The future of programmatic advertising is poised to be agentic, allowing for smarter and more efficient media execution.
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