IAB Tech Lab joins the AI framework frenzy
The Trade Desk
We’re committed to making digital advertising better, because the future of the open internet depends on it.
Welcome back to The Current, I’m Travis Clark. A month after Ad Context Protocol (AdCP) sparked discussion — to put it mildly — throughout the ad tech world, IAB Tech Lab has released the Agentic RTB Framework. But ARTF (so many acronyms) is all about “containerized architecture.” I tried to make sense of what exactly that means.
Plus: AI is becoming an unlikely ally for some prominent news organizations.
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Top stories you need to know:
The Agentic RTB Framework is an entirely different beast than Ad Context Protocol, building on a “proven” foundation in the programmatic ecosystem, experts said.
For news publishers, does declining traffic translate to declining revenue? Once again, the answer comes down to whether advertisers get on board.
Before Gotham FC plays in the National Women’s Soccer League semifinals on Sunday, catch up on our interview with the team’s co-owner.
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Data dive:
Just Eat and Specsavers have seen 324% and 248% surges, respectively, in TV ad impressions this year after increasing ad spend.
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Lightbulb moments:
“Marketers are on the hook more than ever to drive accountability and results.”
— Max Kalehoff, Chief Growth Officer, Realeyes
“You never used to leave your hometown to go to a concert...We've just seen the evolution of travel become a more essential point to your life.”
— Peggy Roe, Executive Vice President & Chief Customer Officer, Marriott International
“Leadership today — in an era of information overload and emergent AI — means supporting media environments that inform, empower and strengthen communities. And it’s smart business.”
— Shannon Lewis, President, CMDC
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