It’s the end of the year and the universe has grabbed the AdTech snowglobe and given it a good shake. Flakes in the form of “agentic,” “performance CTV,” and “LLM content marketplaces” are falling from the sky. In a year-end sprint that feels more like escaping an avalanche, instead of a slow slide down the bunny hill, the IAB Tech Lab adapts its roadmap to the industry’s prioritization.
In January of this year, we wrote about our priorities for 2025:
- Live Event Streaming and Programmatic CTV attributes
- Standardizing CTV Ad Formats
- One standard API for privacy signals
- Conversion API (CAPI)
- Curated Audiences
- Protecting Publishers and Monetizing with Artificial Intelligence
Like any product organization, we plan, we execute, and we reprioritize when new information arrives. Digital advertising never stands still. It rarely even slows down. This year was no exception.
So, how did we stack up against those stated goals? Well, we completed some, we learned some things, and we made some updates. You’ll see the agentic framework we released last month wasn’t contemplated in those original priorities. But when enough of you brought use cases and tactical challenges to the forefront, we adapted.
Here’s how things shook out:
- Live Event Streaming and Programmatic CTV attributes: We released the Concurrent Streams API, did a round of member interviews regarding adoption of CTV attributes, and are preparing a second API release for January. We’re well positioned to continue leading the way in “Live” CTV standards, and have thoughtful discussions regarding adoption of other critical standards in CTV, like Open Measurement (OM SDK) and Ad Creative ID Framework.
- Standardizing CTV Ad Formats: The CTV Ad Portfolio was released in early December (just last week), along with a major update to the CTV Programmatic Guide. You might say that’s cutting it close, and you’d be right, but it was a thorough process to receive hundreds of ad format submissions, group and detail the features, survey industry representatives and agree on a common set of format guidelines. Even with that, we’re not done. Stay tuned for how to signal these new ad opportunities in 2026.
- One standard API for privacy signals: This remains a challenge. While the Global Privacy Protocol is alive and well, the market hasn’t prioritized migrating existing implementations for TCF Europe, to the global framework. We’re ready and willing to help when the market is ready to go, but for now, we have plenty of other things to focus on including continuing to add support for additional jurisdictions as needed.
- Conversion API (CAPI): The conversion API is coming (very, very) soon. The working group has completed the draft for public comment, but strategy has to come into play for the release. If a press release goes out between Christmas and New Years, will anyone hear it? Your marketing team (and mine) say no. Stay tuned in January to give us your feedback on this particular specification.
- Curated Audiences: Curation might have been the hottest buzzword entering into 2025. And we are proud to announce the Deals API for public comment and the inclusion of the curator attribute, which will provide efficiency and drive growth acrossthe entire ecosystem. And it’s a first step towards transparency for curators. Let us know what you think.
- Protecting Publishers and Monetizing with Artificial Intelligence: Did we solve this one? No. The problem is large in scope and unwieldy. It’s market changing and we’re adapting to publisher concerns. But the conversation is definitely happening. And getting louder all the time. If you want to get involved, we’d love to have you. (Especially if you are working at one of the leading LLM companies, or you have a friend at one to introduce us to!)
So that’s the readout from our stated goals. What else rose to the top? You likely saw our ARTF (Agentic RTB Framework) release. It lays the foundation for agentic bidding. Or what about Trusted Server? Publisher monetization outside of the browser remains an intriguing alternative to regain revenues lost to browser policies. And these are just the highlights from what was a VERY busy year.
We can’t thank our members enough for the year we’ve had. We’re so proud of the standards we shipped, and those still in progress. This industry brings us the most interesting technical problems and business cases. All I can say is that the Tech Lab team is never bored.
2026 will be here before we know it. I wish everyone at least one gentle trip down the bunny hill before the year ends. Skip the high speed black diamonds and the knee-churning moguls (don’t bother to tell me I’m not skiing correctly, trust me, I already know). Enjoy some rest with friends and family, and we look forward to outrunning the 2026 avalanche together.
Jill Wittkopp
VP, Product
IAB Tech Lab