The introduction of agentic media planning and buying tools has brought programmatic advertising to a crossroads. But efforts to unite the media and ad sector and settle on a way forward are split between two groups both vying to become the industry’s pre-eminent forum — and their competing philosophies.
In one corner, there’s the IAB Tech Lab’s latest group project: a Programmatic Governance Council, established to rally a who’s who in digital advertising and media around the table and hammer out the kinks in programmatic plumbing. In the other stands AgenticAdvertising.org (or AAO for vowel fans), established last year to support agentic solutions to the problems facing programmatic.
This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.