IAB Tech Lab unveils agentic roadmap to scale AI-driven advertising

IAB Tech Lab unveils agentic roadmap to scale AI-driven advertising

(Graphic by The Desk) IAB Tech Lab on Tuesday released an Agentic Roadmap that outlines how the digital advertising industry can scale agentic buying and selling by extending existing technical standards with new protocols, rather than rebuilding the market’s core infrastructure. The roadmap is designed to support secure and interoperable agentic execution across digital advertising while preserving the foundational languages and frameworks alre…

IAB Tech Lab Unveils Agentic Roadmap for Digital Advertising

Roadmap Details How Open, Interoperable Standards Are Being Extended With Modern Protocols to Power Agentic Systems at Scale

Agentic ad roadmap: IAB Tech Lab outlines AI future

Autonomous AI agents are gaining ground in digital advertising, but industry-wide adoption has been limited by fragmentation and risk. A new Agentic Roadmap from IAB Tech Lab aims to change that—without upending the programmatic infrastructure marketers already rely on.This article explores who IAB Tech Lab is, what their roadmap proposes, and why it matters to marketers navigating the next phase of automation in advertising.Short on time?Here’s…

IAB Tech Lab Unveils 2026 Roadmap for AI-Powered Agentic Media Buying

IAB Tech Lab has officially unveiled its 2026 Agentic Roadmap, a forward-looking technical framework designed to guide the rise of AI-powered agentic buying while safeguarding the standards that already underpin digital advertising. Agentic buying—where autonomous AI agents find, evaluate, negotiate, and execute purchases on behalf of humans—is no longer a theoretical concept. From everyday consumer goods to complex digital media transactions, A…

How IAB Tech Lab plans to prevent agentic AI's fragmentation problem

IAB Tech Lab unveils agentic roadmap on January 6, extending OpenRTB and existing standards with modern protocols to scale AI agents without rebuilding digital advertising. Continue reading this article on ppc.land. Sign up the PPC Land newsletter to get the latest marketing news.