IAB Techtonic

A forward-looking view into the IAB Tech Lab's efforts to strengthen the open web advertising ecosystem. Covering Trusted Server, the Tech Lab's emerging approach to secure, server-side ad execution transforming current set up and enhancing publisher control and privacy. As well as the broader Tech Lab roadmap, highlighting upcoming initiatives designed to support trust, interoperability, and innovation across the industry.

In today's advertising landscape, fragmentation is at an all-time high. Multiple platforms, scattered audiences, and siloed data make meaningful connectivity harder than ever. The solution isn't just "more AI", it's about how we orchestrate it. As the industry evolves from 'foundational' tools to autonomous ecosystems, we are exploring new ways to unify this fragmented landscape to drive smarter decisioning.

As AI transforms content creation, distribution and monetisation, publishers face both unprecedented opportunities and complex challenges. Leave with actionable insights for navigating the rapidly evolving media ecosystem.

Mastering modern measurement: unlocking the power of conversion APIs (CAPIs) — Jill Wittkopp, VP Product, IAB Tech Lab. AI for Publishers: introducing CoMP — Anthony Katsur, CEO, IAB Tech Lab.

The agentic web is arriving quickly, bringing the digital advertising industry into a new era of advanced AI-driven advertising. How can we handle this big shift while maintaining transparency, control, trust, and standardisation to ensure success? Join Christian Carlsson from LiveRamp as he explains the IAB User Context Protocol (UCP), an open standard supported by LiveRamp.

AI and agentic systems are reshaping the advertising landscape, changing how campaigns are built, how media performs, and how consumers experience advertising. This panel looks beyond internal workflows to explore the bigger picture: the market shifts being driven by AI, the impact on creativity and effectiveness, and the implications for trust and accountability.

The advertising landscape is experiencing Techtonic changes – data deprecation, collapsing funnels, the convergence of media and commerce, and the rise of Agentic AI. This session will reveal how commerce signals are becoming the connective tissue of advertising.

Moving from static deals to precision. How do you deliver the right ad to the right audience in a fragmented, privacy focused ecosystem? Experts from Lumen, Index Exchange and Experian discuss how first-party signals, audience data and contextual insights are driving smarter, safer and more effective ad curation.