IAB Tech Lab https://iabtechlab.com/ Tech Lab works with the industry at large to develop guidelines, write specs, develop technology and provide services in an effort to bring alignment and standardization to help the industry grow. Mon, 27 Apr 2026 19:58:54 +0000 en-US hourly 1 https://wordpress.org/?v=6.9.4 https://iabtechlab.com/wp-content/uploads/2017/08/cropped-150411226376665-32x32.png IAB Tech Lab https://iabtechlab.com/ 32 32 Beyond the Prompt: Why the “Sidecar” is the Secret to Real-Time Agentic Advertising https://iabtechlab.com/beyond-the-prompt-why-the-sidecar-is-the-secret-to-real-time-agentic-advertising/ Thu, 30 Apr 2026 12:19:36 +0000 https://iabtechlab.com/?p=33078 Lemma's Founder and CEO Gulab Patil explains why the "Sidecar", powered by ARTF, is the secret to Real-Time Agentic Advertising

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]]> ECAPI-talizing on Conversions https://iabtechlab.com/ecapi-talizing-on-conversions/ Tue, 28 Apr 2026 15:52:34 +0000 https://iabtechlab.com/?p=33216 The ECAPI 1.0 specification has been finalized. Here's what YOU need to do now!

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]]> AAMP 2.0 Release Brings Transaction-ready Buyer and Seller Agent SDKs https://iabtechlab.com/aamp-2-0-release-brings-transaction-ready-buyer-and-seller-agent-sdks/ Thu, 23 Apr 2026 12:17:12 +0000 https://iabtechlab.com/?p=33127 The AAMP 2.0 release includes Buyer and Seller Agent SDKs expanding to handle deals, further campaign automation and Agentic Audiences

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]]> The Contract Layer for Agentic Advertising https://iabtechlab.com/the-contract-layer-for-agentic-advertising/ Tue, 21 Apr 2026 19:57:44 +0000 https://iabtechlab.com/?p=33068 Why the OpenDirect Standard is the core foundation for direct sales transactions in an Agentic Advertising ecosystem

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]]> Navigating the Agentic Frontier: The IAB Tech Lab 2026 Roadmap https://iabtechlab.com/navigating-the-agentic-frontier-the-iab-tech-lab-2026-roadmap/ Wed, 15 Apr 2026 15:25:45 +0000 https://iabtechlab.com/?p=31425 At IAB Tech Lab, our 2026 Roadmap is designed to turn industry disruption into a durable foundation

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]]> As AI Agents Transform Digital Advertising, Where’s the Privacy Architecture? https://iabtechlab.com/as-ai-agents-transform-digital-advertising-wheres-the-privacy-architecture/ Tue, 14 Apr 2026 16:45:53 +0000 https://iabtechlab.com/?p=32552 IAB Tech Lab's Rowena Lam explains how the Privacy Taxonomy is an essential component of guardrails for Agentic Advertising

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]]> The Quiet Backbone of AI: Taxonomies in an Agentic World https://iabtechlab.com/the-quiet-backbone-of-ai-taxonomies-in-an-agentic-world/ Thu, 09 Apr 2026 17:15:38 +0000 https://iabtechlab.com/?p=32948 IAB Tech Lab's Katie Shell explains why Taxonomies are essential guardrails for accuracy in Agentic Advertising

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]]> The Living Room’s Front Page: Why Home Screen Ads Matter https://iabtechlab.com/the-living-rooms-front-page-why-home-screen-ads-matter/ Wed, 08 Apr 2026 13:38:14 +0000 https://iabtechlab.com/?p=32926 IAB Tech Lab Member Telly explains the high value proposition of Home Screen Ads in the CTV and Streaming universe

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]]> AAMP Two Months In: Progress Report https://iabtechlab.com/aamp-two-months-in-progress-report/ Mon, 30 Mar 2026 17:00:13 +0000 https://iabtechlab.com/?p=32813 Update on what the Agentic Advertising Management Protocols (AAMP) has delivered in just 2 months

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]]> Rebuilding Signal, Proving Privacy, and Preparing for Agentic Advertising at Signal Shift NYC 2026 https://iabtechlab.com/rebuilding-signal-proving-privacy-and-preparing-for-agentic-advertising-at-signal-shift-nyc-2026/ Wed, 25 Mar 2026 17:00:33 +0000 https://iabtechlab.com/?p=32703 IAB Tech Lab's Signal Shift was in NYC on March 19 covering privacy considerations in the age of agentic advertising and signal loss

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