"The AAO bills itself as the 'trade association for agentic advertising'. It's the non-profit behind AdCP, a technical protocol used by agencies like Omnicom and Butler/Till to develop and run AI agents capable of handling programmatic media buys."
"Its founders, which include Scope3's Brian O'Kelley and consultancy Ebiquity, frame the group as a disruptor to the industry's traditional powerbrokers."
"The IAB Tech Lab's Programmatic Governance Council includes 40 member companies that meet biweekly to address issues such as fraud and supply chain inefficiencies."
"'It's a healthy representation of the industry collectively,' said Anthony Katsur, CEO of IAB Tech Lab."
The introduction of agentic media planning tools has led to a split in the programmatic advertising sector between the IAB Tech Lab's Programmatic Governance Council and AgenticAdvertising.org. The IAB Tech Lab aims to unite major players to address issues like fraud and inefficiencies, while the AAO promotes agentic solutions and supports AI-driven media buys. The AAO's first AGM will elect a diverse board, positioning itself as a disruptor in the industry. These developments reflect significant divisions that could influence the future of advertising.
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]