IAB Tech Lab post explores how standards enable agentic AI in advertising
· 2d ago · Originally reported by IAB Tech Lab
In an IAB Tech Lab guest post, Alexandra Balashoiu of OneTag argues that agentic AI in advertising will only succeed if innovation is paired with shared standards, connectivity and advertiser control. The piece frames standards as the common language agents need to interoperate.
Why it matters
Agentic AI is poised to change how ad campaigns are planned and bought, but without common standards these systems may not work together reliably, adding cost and risk for buyers and sellers.
Explain it like I’m new here
AI helpers running ad campaigns are like robots doing chores — they only work well if everyone agrees on the same plugs and rules for the house.
Read the original at IAB Tech Lab
Terms in this story
IAB (Interactive Advertising Bureau)
The IAB (Interactive Advertising Bureau) is the US-based trade association for the digital advertising and media industry, founded in 1996, which publishes research, guidelines and policy positions.
IAB Tech Lab
IAB Tech Lab is the non-profit standards body for digital advertising technology, founded in 2014, which develops specifications such as OpenRTB, VAST, ads.txt, sellers.json and the Open Measurement SDK.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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