Beyond the Prompt: Why the “Sidecar” is the Secret to Real-Time Agentic Advertising
April 30, 2026
Lemma’s Founder and CEO Gulab Patil explains why the “Sidecar”, powered by ARTF, is the secret to Real-Time Agentic Advertising
Member Perspectives are guest blogs from IAB Tech Lab members and board members. Member Perspectives should showcase how those companies are thinking about the industry challenges and developments, and how adoption or innovative uses of IAB Tech Lab Standards help to solve and makes things better for everyone.
Are you interested in contributing? Click below, or email membership@iabtechlab.com
The Living Room’s Front Page: Why Home Screen Ads Matter
April 8, 2026
IAB Tech Lab Member Telly explains the high value proposition of Home Screen Ads in the CTV and Streaming universe
From Conversions to Value
March 24, 2026
Tech Lab member Bytek on why Conversion APIs Are Becoming the Backbone of Modern Advertising Optimization
Getting Started with ARTF: A Five-Step Guide for Ad Tech Companies
February 18, 2026
Have you heard about ARTF and want to get involved in the agentic revolution? Index Exchange explains how in 5 easy steps.
How OM SDK Signals Power Attention Measurement
December 2, 2025
IAS Member Perspective on how OM SDK signals can power attention measurement as defined by the MRC and IAB guidelines
Beyond the Hype: Why On-Device AI is Ad Tech’s Untapped Frontier for Publishers
November 11, 2025
Verve Member Perspective explaining how On Device AI Cohorts are a compelling ID Less targeting solution
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