A developer maintaining RTBlint, an open-source OpenRTB and ARTF linter, has detailed a common publisher-stage ARTF misconfiguration in which an envelope labeled LIFECYCLE_PUBLISHER_BID_REQUEST still …
IAB Tech Lab has published an agentic advertising specification that leans directly into OpenRTB, enabling bots to negotiate ad deals with bots in real time, according to Sargeway owner Sarge Sargent.…
Butler/Till, an independent media agency, reported that an agentic AI campaign run with PubMatic for Geloso Beverage Group cut supply chain and tech costs by roughly 80%, delivered 40% more impression…
Prebid.org appointed OpenX CTO Joel Meyer as its new chairman, succeeding Garett McGrath, as the open-source header bidding software organization navigates leadership changes and the ad tech industry'…
Databricks has released an accelerator for agentic media buying and selling on its platform, enabling autonomous buyer and seller agents to discover each other, agree on price, and close deals using I…
Content Signals, a proposed extension to robots.txt backed by the IETF AI Preferences working group and the IAB Tech Lab, adds directives to declare whether AI crawlers may search, ingest, or train on…
Agentic AI workflows are transforming streaming ad tech by enabling autonomous transactions, dynamic inventory negotiation, and real-time campaign optimization, according to IAB Tech Lab, FreeWheel, a…
OpenAI is expanding its advertising business beyond standard search ads, with job listings for engineering roles focused on new ad formats including image, video, and conversational ads. The company a…
At Cannes Lions 2026, industry leaders concluded that human judgment is essential infrastructure for AI-driven marketing, not an obstacle. OpenAI declared itself a media platform with nearly a billion…
WPP launched a Buyer Agent for Video on June 18, partnering with Disney, Netflix, NBCUniversal, Paramount, Fox, IAB Tech Lab, and Prebid.org to establish governance standards for agentic media buying.…