Affiliate Idea Factory

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.

,Read More

Publishers have weathered every digital headache going — ad tech tax, murky supply chains, algorithm whiplash — but there’s a new one that, even in passing, makes jaws tighten: third-party content scraping.

For some publishers, it lands as an even bigger affront than the ad tech tax they’ve spent years navigating — not a share of the pie, but the pie itself. 

One publishing exec, who agreed to speak on condition of anonymity so he could speak freely, likened the new crop of AI data brokers to ad tech middlemen running demand-side platforms (DSPs) for content. “We’ve got all these 30 40, 50 startup DSPs for content, but they’re taking a 100% fee,” he said. “That is the market that we are seeing emerging now.”

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

,Read More