Every signal in this story, with the reporting each one was drafted from.
IAB’s new guide maps how AI now touches planning, bidding, pricing, and optimization across programmatic video. It breaks down effects for advertisers, publishers, and DSPs/SSPs, and flags transparency as the industry’s next big question.
IAB is building a framework, due Nov. 12, to attribute ads served to AI agents rather than humans, since traditional signals like UTM tracking often don’t survive AI-driven customer journeys.