IAB Tech Lab

Ad industry experts call out trends to watch in 2026 and separate the real AI use cases having an impact today from the AI hype they heard at CES.

For years, interactive CTV advertising was the star of industry demos – promising, flashy and mostly theoretical. In 2025, they finally made the leap from proof of concept to practice.

Agentic Alphabet Soup Another day, another attempt at making sense of agentic AI. On Tuesday, the IAB Tech Lab released its Agentic Roadmap, a framework designed to help the industry scale agentic buying and selling without rewiring existing workflows. Tech Lab CEO Anthony Katsur says the new road map will minimize fragmentation and confusion across […]

OpenX’s new API suite provides ad buyers with a more detailed view of the bidstream and, as a result, more accurate targeting.

Spencer has exited The Trade Desk after 12 years, marking another major leadership change amid friction with ad tech trade groups and intensifying competition across the DSP landscape.

The IAB Tech Lab’s latest framework proposes new standards for containerization and sets the stage for a fully agentic media buying process.

LiveRamp’s gift could make IAB Tech Lab’s AI consent model workable; Spotify hypes video podcast growth and nabs a bigger ad margin; and Coke launches another AI holiday ad campaign.

The IAB Tech Lab’s new device attestation feature for its Open Measurement SDK provides a scaled way for original device manufacturers to confirm that ad impressions are associated with real devices.

Our industry has done a terrible job rewarding publishers for monetization choices that align their supply to quality and outcomes vs. short-term yield bumps. But is it overly optimistic to think The Trade Desk’s recent moves prove that’s changing?

Prebid’s future is up for grabs as the open-source project grows apart from the IAB Tech Lab, the industry’s self-appointed standards authority.