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Tag: Agentic AI

From Prompts to Systems: What 2026 Will Demand of Our Industry

Every January, CES offers an early signal. It shows us what companies are building for, what investors are funding toward, and what workflows are being rebuilt beneath the surface.
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What the IAB Tech Lab’s Agentic Roadmap Means for the Future of Digital Advertising 

Artificial intelligence is already embedded across the digital advertising ecosystem, but the next phase of evolution is moving beyond optimization tools and into agentic systems. These are autonomous software agents that can plan, negotiate, and execute advertising tasks on behalf of buyers and sellers. 
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Preparing for the Agentic Era: IAB Tech Lab Advances New Infrastructure with the User Context Protocol 

IAB Tech Lab has introduced the User Context Protocol, a new open standard built for the agentic AI era where intelligent systems rely on fast, interoperable, and privacy-aware signal exchange. Powered by embeddings rather than traditional text-based data, UCP enables more efficient ad selection, real-time intent understanding, and trusted communication across the supply chain. As AI reshapes programmatic decisioning, this new framework offers the modern infrastructure the industry needs, and IAB Canada encourages members to stay engaged as these standards take shape.
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Corus (NextScreen) | Shark Ninja

Corus delivered a first-to-market shoppable innovation in Canada that extends brand storytelling through a custom second-screen experience - NextScreen. Built to support Linear, Connected TV, and Web, the format enables audiences to shop, engage, or learn more directly from video creative, reducing friction and helping drive conversion at the moment of inspiration. By combining upper-funnel impact with direct response capability, NextScreen allows brands to connect attribution to specific creative executions, supported by enhanced analytics and creative-level reporting through its custom portal.

Captivate | Dell Product Launch

Dell’s programmatic campaign delivered measurable gains in ad recall (68%), consideration (53%), and customers action (2 in 5). Captivate’s programmatic guarantee capabilities highlights DOOH’s ability to deliver predictable and reportable results. Watch the video here.

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