Digiday Programmatic Marketing Summit

Automated advertising has entered a new era. In late 2025, two developments emerged that stand to remake the programmatic advertising infrastructure: the introductions of Ad Context Protocol (AdCP) and IAB Tech Lab’s Agentic RTB Framework. Both developments aim to create standards for AI agents to become a core part of the programmatic advertising supply chain, from negotiating PMP deals to placing open-market bids.