Index Exchange

Packed house at the first Agentic Boot Camp in the @IABTechLab Ad Lab! Shared our sneak peak at the Tech Lab Agent Registry and heard some great feature requests that we’ll build in before launch. Thank you everyone! We also shared another sneak peak of our Agentic Ad Management Protocols (#AAMP) built on Tech Lab standards! Next up is @IndexExchange Chalice, @Permutive and @LiveRamp

Today, the #IABTechLab announced our Agentic Initiative, a practical roadmap for advancing agentic AI without reinventing the foundations the industry already relies on. prnewswire.com/news-releases… Our view is straightforward. Agentic systems are the next phase of automation and decisioning, but progress does not require starting from scratch. Native protocols like Model Context Protocol and Agent2Agent already deliver agentic capabilities and are proving themselves in regulated industries such as fintech. History shows the risk of forking away from core protocols. When the core evolves, derivatives fragment and become costly islands that rarely reconnect. That is why the Tech Lab is building open-source agentic frameworks on existing standards, using MCP and Agent2Agent at the application layer and gRPC at the transport layer, preserving interoperability while enabling machine-speed execution. OpenRTB, AdCOM, OpenDirect, VAST, GPP, TCF, the Deals API, and others are not being replaced. They are being augmented to support agentic execution, governance, trust, and measurement. This work is powered by industry collaboration, including leadership from @NBCUniversal , @Experian , @IndexExchange , @PubMatic , and others. Join us on January 28, 2026 at 11:00 a.m. ET for a public webinar unveiling the Agentic Roadmap and live prototypes. iabtechlab.com/event/launchi… This is just the beginning.