Adtech standards bodies clash over agentic AI governance
A standards conflict is emerging between the AdCP consortium and the IAB Tech Lab over the governance of agentic AI in programmatic advertising. The two groups have competing philosophies for how to manage autonomous AI-powered optimization. The friction echoes previous industry debates on measurement, transparency, and accountability, and will shape future requirements for integration and compliance.
- The Ad Context Protocol (AdCP) positions itself as a new, open standard designed for AI agents to communicate directly, aiming to create a more efficient advertising ecosystem. Its founding members include prominent adtech companies like Yahoo, PubMatic, and Magnite. AdCP intends to complement, not replace, existing standards like OpenRTB by handling the strategic planning and negotiation phases of ad buying, while OpenRTB would manage the real-time transactional tasks. - In contrast, the IAB Tech Lab's "Agentic Roadmap" focuses on adapting and augmenting its established standards, such as OpenRTB, for agentic AI workflows. Their recently announced Agentic RTB Framework (ARTF) aims to standardize these workflows within the existing programmatic infrastructure. The IAB Tech Lab's CEO, Anthony Katsur, has suggested that building on the current foundation is a more stable approach than introducing new, potentially fragmenting standards. - A key philosophical difference lies in their approach to AI integration: AdCP is creating new standards specifically for AI agents, while the IAB Tech Lab is evolving its current standards to accommodate them. There are divided opinions within the industry on whether these two approaches are competitive or can coexist, with some experts suggesting they could be interoperable. - For a VP of Engineering transitioning to a CTO role, a critical skill is mastering technical due diligence, which involves assessing a company's technology stack, architecture, and potential risks before mergers, acquisitions, or investments. This process is not just a technical audit but a strategic evaluation of scalability, security, and alignment with business objectives. - When scaling an engineering team from a small group to a larger organization, a CTO's focus must shift from hands-on coding to strategic leadership. Key responsibilities at the scaling stage include hiring senior engineers and managers, managing budgets, and balancing technical debt with the need for innovation. A flexible staffing model, combining a core full-time team with contract workers for specific projects, can provide a strategic advantage during rapid growth. - The UK tech sector remains a significant global hub, ranking third globally for venture capital raised in deep tech, behind the US and China. In 2025, UK tech companies raised $15.3 billion, with London accounting for the majority of that funding. While overall funding saw a slight decline, late-stage funding remained strong, indicating investor confidence in more mature startups. - Recent Formula 1 discussions have centered on the new regulations for the 2026 season, with drivers like Max Verstappen and Lewis Hamilton expressing concerns about the complexity of the new rules. There are also reports of potential "turbo lag" issues with the 2026 power units, which could significantly impact race starts. - In London local news, a 16-year-old has been arrested following a stabbing at a London Overground station. Additionally, the city is experiencing a surge in wildlife crime, highlighted by the recent killing of a swan in a West London park.
