Sidecar Technology Enables Real-Time Agentic Advertising
IAB Tech LabMay 17·1 min readAdvertising
AI Summary
Lemma CEO Gulab Patil explains that the Sidecar, built on the ARTF platform, lets advertisers move beyond static prompts to deliver autonomous, real-time ad experiences. The piece outlines how this architecture coordinates data, decision‑making and creative delivery instantly.
⚡ Marketer Insight
Sidecar's real‑time, autonomous ad engine turns every impression into a live creative decision, slashing the lag between data and delivery and driving higher response rates. Brands that lock this in now will outpace competitors still stuck in batch‑mode personalization.
#real-time advertising#agentic ads#ai automation
Original article
IAB Tech Lab