{"id":295205,"date":"2026-02-17T05:55:08","date_gmt":"2026-02-17T05:55:08","guid":{"rendered":"https:\/\/www.newsbeep.com\/il\/295205\/"},"modified":"2026-02-17T05:55:08","modified_gmt":"2026-02-17T05:55:08","slug":"agentic-ai-showdown-adcp-vs-iab-tech-lab","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/il\/295205\/","title":{"rendered":"Agentic AI showdown, AdCP vs. IAB Tech Lab"},"content":{"rendered":"<p>Programmatic advertising is going through yet another period of transformation. This time from the era of web-based automation to the era of agentic AI-powered automation. Except there seem to be two competing philosophies for how AI agents and programmatic advertising should intersect.<\/p>\n<p>On one side, there\u2019s the Ad Context Protocol, which aims to create new standards native to AI agents. On the other, there\u2019s IAB Tech Lab, which looks to augment and adapt its existing standards for AI agents through its Agentic Roadmap.<\/p>\n<p>What\u2019s been unclear is to what extent the two frameworks are compatible or competitive. In this video, programmatic experts \u2014 including executives from IAB Tech Lab and AdCP\u2019s founding companies \u2014 weighed in on that at the Interactive Advertising Bureau\u2019s Annual Leadership Meeting in Palm Springs, California.<\/p>\n<p>      <img decoding=\"async\" src=\"https:\/\/www.newsbeep.com\/il\/wp-content\/uploads\/2026\/02\/share.png\" alt=\"Share this article\" style=\"width:20px;height:20px;margin-right:8px;\"\/><br \/>\n      Share<\/p>\n","protected":false},"excerpt":{"rendered":"Programmatic advertising is going through yet another period of transformation. This time from the era of web-based automation&hellip;\n","protected":false},"author":2,"featured_media":295206,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[114,2495,85,46,107295],"class_list":["post-295205","post","type-post","status-publish","format-standard","has-post-thumbnail","category-business","tag-business","tag-generative-ai","tag-il","tag-israel","tag-the-programmatic-marketer"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/295205","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=295205"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/295205\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/295206"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=295205"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=295205"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=295205"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}