Future of Marketing Briefing: The agentic turn inside programmatic advertising

Back in June, Patrick Hann, the ad tech manager at the IAB U.K., was walking a room of ad ops execs through the basics of agentic AI. When he asked who had even heard the term, only about 20% raised their hands. That number would look very different now. The acceleration since that meeting has been hard to miss. 

Case in point: The arrival of the Agentic RTB Framework this week lands as the third agentic standard in under a month. The Ad Context Protocol (AdCP) surfaced first. User Context Protocol followed. Now, comes the auction layer.

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