What's the future for Agentic AI? IAB Tech Lab's Agentic Roadmap Revealed

In this episode of the IAB UK podcast, we’re joined by Tony and Jill from IAB Tech Lab, recorded during their visit to the UK for Techtonic, IAB UK’s flagship ad-tech event.

Coming shortly after the launch of the Tech Lab’s Agentic AI Roadmap at CES, the conversation explores what agentic AI means in practical terms and what it signals about how advertising is evolving. Tony shares the thinking behind the roadmap, who across the ecosystem should be paying attention, and how it connects with wider Tech Lab initiatives such as CoMP, focused on publisher engagement with LLMs.

Jill brings a connected TV and premium video perspective, drawing on her work across TV+, the CTV Ad Portfolio, and ECAPI, and discusses the opportunity ahead if the industry aligns - as well as what still needs to mature for CTV to reach its full potential.

Together, they reflect on the pace of change across AI, CTV, measurement and privacy, and where standards make the biggest difference in reducing friction, building trust, and helping the industry move faster.

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