IAB Agentic Advertising Roadmap

The industry roadmap for agent-to-agent advertising

IAB Tech Lab's January 2026 roadmap defining how the advertising industry will scale agentic buying and selling. Extends established standards (OpenRTB, VAST, etc.) with new agentic and high-performance protocols, integrating Model Context Protocol, Agent2Agent, and gRPC. 2026 initiatives include open-source buyer/seller agent reference implementations, a neutral MCP reference server, standardized agent profiles, and new trust, provenance, and measurement signals.

• Category: General
• Use cases: AI-Native Media, Agentic Commerce
• Pricing: Free
• Founded: 2026
• Website: https://iabtechlab.com/press-releases/iab-tech-lab-unveils-agentic-roadmap-for-digital-advertising/

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