Agentic Advertising Initiative

The advertising industry stands at an inflection point. Large language models, transformer architectures, and breakthroughs in GPU compute are fundamentally changing how we connect advertisers with audiences through autonomous or semi-autonomous agents that facilitate media discovery, planning, buying, and other functions.

The key agentic protocols – MCP from Anthropic, and Google’s Agent to Agent – perform best when they have utility schemas along with reference implementations to establish context. In fact, they thrive on Standardized Schemas, Standards are needed for referenceable context, so the agents are trained to execute the action asked in a natural language with repeatable accuracy.

That is why IAB Tech Lab’s approach to the agentic advertising future, as outlined by our CEO, Anthony Katsur starts with existing industry standards. It’s not because we’re resistant to change, but because these standards represent compressed industry knowledge refined through billions of transactions. We have created open source reference schemas and an agentic integration of the OpenDirect specification and the new Deals API , built on principles established in the Agentic RTB Framework (ARTF), that you can find in the GitHub link below.

In addition, we have renamed the UCP donation from LiveRamp to Agentic Audiences to reduce potential confusion, and that is also available in the GitHub. A second donation – Agentic Mobile from CloudX will also be available in the GitHub in early February. You can also join our Agentic Bootcamp in person in NYC on Feb 12, 2026.