IAB Tech Lab Explores the Need for Agentic Advertising
IAB Tech Lab · Sep 22 · 1 min read
What happenedMatthew Jacobs, the new head of Agentic Technologies at IAB Tech Lab, discusses the potential benefits of agentic advertising for the industry. The article explores how this emerging approach could reshape advertising practices.
Why it matters for marketersAgentic advertising represents a significant shift, moving beyond automated execution to AI-driven autonomous decision-making in ad campaigns. Marketers must understand its implications for campaign strategy and performance.
Topics: agentic advertising, iab tech lab, ai in advertising