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Anthony Katsur reposted thisAnthony Katsur reposted this"Why are we trying to solve agentically that which has already been solved programmatically?" ➡️ Couldn't agree more with Anthony Katsur from IAB Tech Lab on this point. "AI will amplify the foundation you have - whether that's good or bad is up to you" ➡️ Heather Macaulay, President at MadConnect hit the nail on the head. "While models are terrible at doing deterministic work (specifically math) themselves, they're actually really good at building applications, tools, and systems that can do deterministic work...everyone needs to start thinking like a builder." ➡️ My $.02 My hats off to Stephanie Layser for facilitating a great conversation and to the rest of the Amazon Web Services (AWS) AdTech team for hosting a phenomenal breakfast at POSSIBLE. It was great to be with all of you and to represent Caylent alongside Devin Cassinelli. Pro Tip: Host a breakfast outdoors when people are spending endless hours indoors. 🌴
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Anthony Katsur shared thisThis was a great panel at POSSIBLE (yes, I was there for exactly 28 hours). A pragmatic discussion led by Stephanie Layser on the current state of agentic workflows, what “agentic” means, and what the possibilities are in a future of agentic media transactions. Thanks for having me amongst an incredible group of panelists and attendees.Anthony Katsur shared thisThank you to Amazon Web Services (AWS) for hosting a beautiful breakfast panel at POSSIBLE on the Self-Driving Agentic Stack and for inviting me to be part of the conversation alongside Stephanie Layser, Anthony Katsur, and Myles A.. We discussed the need for standards and frameworks, the challenges of moving agentic workflows from testing to full-scale production, and the importance of a strong tech + data foundation to support the future of advertising and marketing. One theme that stood out: AI will amplify the foundation you have - whether that's good or bad is up to you. And how well your platforms and data are connected will be a huge part of your success. Amazon Web Services (AWS), IAB Tech Lab, Caylent and MadConnect are all here to help!
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Anthony Katsur shared thisGreat initial breakdown of #AAMP 2.0 by Damian Naglak on the new deal types we introduced in this release. Thanks! What other use cases would the market like to see us focus on as we continue work on AAMP 3.0? #AgenticAdvertising #AI #StandardsAnthony Katsur shared thisAAMP just went from one deal type to six AAMP 1.0 covered direct sold. Last week IAB Tech Labannounced 2.0. It now covers PG, PD, private auctions, curator deals, and Linear TV. Six deal types up from one. What v2 actually covers now: 1. Direct sold (kept) 2. Programmatic Guaranteed 3. Preferred Deal 4. Programmatic Auction 5. Curator deals (with pre-registered exemplary curator - Agent Range), fee % built in, schain insertion) 6. Linear TV (CPP, GRP, hybrid pricing on the buyer side) Two booking paths instead of one: OpenDirect 2.1, plus the new IAB Deals API v1.0 (quote-then-book flow). For now, three SSPs are wired in: PubMatic, Index Exchange, and Magnite in the reference implementation. Buyer agents pull deal IDs from them. Seller agents distribute deals to them via routing rules. That's the visible expansion. The architecture had to change with it. v2 also added: 1. Formal lifecycle on both sides: order state machines, immutable audit trails, approval gates with human-in-the-loop sign-off 2. A working audience handoff: Agentic Audiences embeddings, frozen at booking, hash-matched on both sides 3. Identity as a pricing primitive: who you say you are decides which catalog you see and which rate card applies 4. Multi-SSP distribution: seller agent routes deals across SSPs, buyer agent imports from the same set 5. Real production posture: ad server adapters (GAM, FreeWheel, CSV), Postgres + Redis, IaC, 80+ MCP tools Way too much for one post. Over the weeks I'll go deeper into the deal state machine, the Agentic Audiences embedding round-trip, the negotiation engine, and the multi-SSP routing layer. Agents now cover the bulk of programmatic deal-making, with the lifecycle plumbing to back it up. The wire formats are existing IAB standards: OpenDirect 2.1, Deals API v1.0, AdCOM, sellers.json, schain. The one new piece is the Agentic Audiences OpenRTB extension. The agents are the integration layer.
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Anthony Katsur shared thisThe "Early Bird" is about to become the "Fashionably Late and Slightly Poorer Bird." 💸 Early Bird pricing for the IAB Tech Lab Summit expires soon. Don't pay the "procrastination tax" for the same great technical insights.Anthony Katsur shared thisEARLY BIRD PRICING FOR #TechLabSummit ENDS ON MONDAY! You don't want to miss out on unpacking how AI agents and automation are reshaping the digital ecosystem and what it means for your business right now happening on May 28 in NYC. Lock in the lowest rate before it’s gone: https://okt.to/avK5nA
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Anthony Katsur shared thisAAMP 2.0 launched today! Thanks to all who contributed! Some highlights: 1. Buyer Agent SDK 2.0 - Orchestrating Demand: The Buyer Agent has evolved into a multi-agent architecture comprising Orchestration, Channel Specialists & Functional Agents. Deals Library: A centralized, interoperable system of record that manages the deal lifecycle from quote to booking. It utilizes a flexible state machine to ensure consistency across environments, reducing the reliance on siloed platforms. Automated Discovery & Negotiation: Agents can discover sellers via the IAB Tech Lab Agent Registry. The negotiation engine applies pre-negotiated rate cards and pricing protections, allowing for high-scale optimization while maintaining strategic control. Campaign Automation: The SDK ingests campaign briefs, including KPIs, budgets, and audience definitions, to autonomously research inventory & generate media plans. 2. Seller Agent SDK 2.0 - Intelligent Supply Management: The Seller Agent is built as a standards-first system, embedding protocols like OpenDirect 2.1 & AdCOM (Advertising Common Object Model) into its core. Dynamic Media Kit Management: This replaces static PDFs with intelligent storefronts. It offers tiered visibility, public views for high-level inventory and authenticated views for granular, deal-ready packages and audience segments. Negotiation & Pricing Engine: Supports dynamic pricing curves based on real-time demand, seasonality, and buyer characteristics, ensuring yield optimization while respecting agreed-upon pricing discipline. State Engine & Integrations: A robust state machine governs the lifecycle of orders. The SDK features deep integrations with ad servers (Google Ad Manager, Freewheel, SpringServe) and SSPs (PubMatic, Index Exchange, Magnite) to synchronize deals across the ecosystem. 3. Operationalizing Agentic Audiences To standardize the use of vector embeddings in advertising, we have released our first enhancements to Agentic Audiences: OpenRTB Extension: A new community extension is available to signal embedding information within the bidstream. Open-Source Scorer: We have released a tool that processes OpenRTB requests to match and score the relevance of incoming embeddings against campaign targeting. 4. Production-Ready Agent Deployment designed for enterprise reliability Scalable Architecture: Compatibility with Kubernetes, Docker, and cloud-managed infrastructures (AWS CloudFormation, Terraform). Storage Flexibility: Support for Redis, Postgres, and SQLite backends. Transparency: Comprehensive audit logs & event buses for real-time notifications and human-in-the-loop approvals. Join the #AAMP movement! The full technical specifications & open-source repository can be found below: Technical Specifications: https://lnkd.in/gMhaerHd Buyer Agent: https://lnkd.in/epzE7kNb Seller Agent: https://lnkd.in/eUAWBY5d #AgenticAdvertising #AdTech #AIAnthony Katsur shared thisAAMP 2.0 is here! With Pricing and Negotiation Engines that preserve existing rate agreements, a Deals Library, Media Kit Management, and more, AAMP 2.0 introduces Buyer and Seller Agent SDKs that are ready for business. https://okt.to/hOMQPJ Oh, and we’ve also operationalized Agentic Audiences—so you can start adopting this powerful, privacy-preserving specification today. What are you waiting for? #agenticadvertising #agentic #AAMP #standards
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Anthony Katsur shared thisGreat panel at Index Exchange discussing the current and future state of agentic use cases in digital media. Proud to see the Agentic Real-Time Framework (#ARTF), developed by the IAB Tech Lab in partnership with the industry, be such a foundational specification supporting this agentic evolution. ARTF is part of the Tech Lab Agentic Ad Management Protocols, aka #AAMP, an open-source agentic framework built with and for the industry. To learn more, check it out here: https://lnkd.in/edPhqKDbAnthony Katsur shared thisAt Index Explains Live, our CTO Ray Ghanbari joined Anthony Katsur (IAB Tech Lab), Jean Fitzpatrick (Omnicom Media), Amanda Carlton (DoubleVerify), and Gareth Glaser (Gamera, Inc) to explore how the IAB Tech Lab’s Agentic Real-Time Framework (ARTF) is shaping the agentic future of programmatic, and what it takes to scale innovation while preserving the interoperability that powers the open internet. Key highlights: 🚀 ARTF serves as the foundation for consistent, interoperable agentic workflows, enabling scalable, real-time collaboration across the ecosystem. 🤝 Standardization lowers barriers to entry, unlocking faster innovation, easier integrations, and the ability to test and deploy new solutions at scale. ⚡ Proceed with purpose by prioritizing meaningful use cases, intentional testing, and long-term ownership instead of focusing on short-term hype to ensure the industry innovates thoughtfully. 💡 Moving decisioning closer to the sell side drives better reach, stronger ROI, and more efficient use of data, especially for complex outcome-based metrics. As Jean explained, “What's really exciting about some of these new evolutions is that there's going to be more opportunities to bring decisioning and innovation to the supply side. Having more time for enrichment and understanding that impression-level value is going to be really groundbreaking for marketers that are able to take advantage of it.” Thank you to our panelists and everyone who joined us this morning for the insightful session! #Programmatic #IndexExplainsLive #ARTF
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Anthony Katsur shared thisFun discussion with Chris Bruderle and our pals at the IAB on the future of agentic workflows and the work we’re doing at the IAB Tech Lab as we continue to build out the Agentic Ad Management Protocols (#AAMP) for the digital advertising industry. #AgenticAdvertising #AI #StandardsAnthony Katsur shared this🚨 NEW: IAB Pulse | Digital Simplified Tune in on April 22nd at 12:30 PM ET for Get AAMPd: IAB Tech Lab's Agentic Ad Management Protocol IAB Tech Lab's Anthony Katsur joins #IABPulse Host Chris Bruderle for a breakdown of the newly released Agentic Ad Management Protocol (AAMP) framework and what it means for how advertising gets done. Tune in for insights on agentic systems, standardization, interoperability, and how autonomous agents are transforming media planning, buying, and execution.
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Anthony Katsur shared thisI'm already excited about the initial discussions we've had in the Programmatic Governance Council. Delighted to partner with Ben Hovaness, Scott Both, Huda Kazi, and Harry Wilkins as inaugural Co-Chairs of this initiative. Thank you for the discussion and coverage, AdExchanger and Allison Schiff. The PGC is open to all Tech Lab members. To learn more, check out the article and review our charter.Anthony Katsur shared thisThanks to AdExchanger and Allison Schiff for this exclusive overview of the new Programmatic Governance Council, which aims to bring transparency to the programmatic ecosystem. OMD's Chief Media Officer, Ben Hovaness and Anthony Katsur discussed how they hope bringing all parties to the table to debate issues will create value for everyone and reduce waste along the way. https://okt.to/a7HzE3The Tech Lab’s New Programmatic Governance Council Is So Over All The Ad Tech Drama | AdExchangerThe Tech Lab’s New Programmatic Governance Council Is So Over All The Ad Tech Drama | AdExchanger
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Anthony Katsur shared thisTune into #IABPulse this Wednesday at 12:30pm ET where I'll be discussing #IABTechLab's Agentic Advertising Management Protocols (AAMP) and what it means for how advertising gets done. Here's a preview of what Chris Bruderle and I will be digging into: https://lnkd.in/gKCrqVxm
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Anthony Katsur liked thisIt’s all about you. And before that sounds like a throwaway line, it’s not. This industry doesn’t run on headlines or hot takes. It runs on the people in it. The ones having the hard conversations, making decisions in motion, and figuring things out for clients and brands every single day. That’s what we set out to capture at Enterprise. Not a room facing forward. A room working things through. Enterprise is not about what happens on stage. It's about what happens between people. The exchanges. The debate. The moments where perspectives shifted, even slightly. That’s where progress lives. This recap shows it better than I can. #collaboration #leadership #digitalads #mediaincanada #sovereignty #policy #ohCanada #advertisingAnthony Katsur liked thisWe’re still buzzing from Enterprise 2026: The Future, By Design! From the first conversation to the final takeaway, the room was full of honest debate, sharp thinking, and real momentum around how our industry is evolving. If you couldn’t make it (or just want to relive it), here’s a look at what you missed. A huge thank you to our speakers, partners, and everyone who brought the energy and made the day what it was. The conversations don’t stop here; this is just the continuation. Dmitri Fando, Evan Wood, Gah-Yee Won, Ian Martins, Jayanthi Rajan, Jeff Lancaster, Kabil Rahaman, Lynne Clarke-Drew, Mary Ventresca, Pierre Gagnon-Gingras, Sahil Razdan, Trevor Cresswell, Wade Kuiken-Rogers Watch the recap! #IABCanada #IABEvents #Enterprise2026 #DataNightToronto #AgenticAI #AIinAdvertising #ResponsibleAI #AIGovernance #Interoperability #AdTechStandards #FutureOfAdTech #FutureByDesign #IndustryLeadership #DigitalPolicy #AdvertisingInnovation #ShapingTheFuture #DigitalMarketing #AdTech #MarTech #MediaInnovation #FutureOfAdvertising #Toronto #TorontoEvents #TorontoMarketing Andrew Saunders Bryan Segal Jay Aber Alex Gardner David Phillips Eric Morris Ivan Pehar Jeff MacPherson Joanne Crump Matt McGowan RJ PauloskiIAB Canada presents: Enterprise 2026. The Future, By DesignIAB Canada presents: Enterprise 2026. The Future, By Design
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Anthony Katsur liked thisAnthony Katsur liked thisIAB Canada is pleased to support Vividata’s ViVo 2026 Canadian Consumer Intelligence Conference on May 6 in Toronto, bringing together leaders from across Canada’s media and data research ecosystem. As partners of the IAB Tech Lab, we’re looking forward to hearing from its VP of Product, Jill Wittkopp, who will keynote on what it means for our industry to be “agentic‑ready.” This session will unpack Tech Lab’s work on agentic advertising and how shared standards can enable more secure, autonomous buying and selling of media without rewriting the foundations of digital advertising. IAB Canada is proud to see this work take the stage in Canada and to continue advancing conversations on the future of data, media, and measurement with our members and partners. DM Vividata if you’d like to join us for the day. #IABCanada #IABTechLab #AgenticAI #AdTech #DataInnovation #ViVo2026 #DigitalAdvertising
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Anthony Katsur liked thisAnthony Katsur liked thisThere's a lot of debate about agentic standards right now. The truth is things are moving fast. This is the most interesting and exciting thing I've seen in our space in a few weeks and how it adapts to agentic marketing and ads use cases is where I'm spending my time. Also BEADS 1.0!?!?! https://lnkd.in/eTPgyWUq
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Anthony Katsur liked thisAnthony Katsur liked thisAn agent moves a deal from quoted to booked to delivering. Two weeks later, finance flags a discrepancy on the rate. The defensible answer can't be 'the agent decided'. It has to be a list of transitions: timestamps, actors, reasons. And that's the gap AAMP 2.0's buyer and seller SDKs are built around. In an agentic flow, no single party owns the lifecycle. The buyer agent has its view, the seller agent has its view and the human approver shows up async hours later. They need a shared state graph to agree on, or every mismatch turns into a debugging session. And agents are non-deterministic. The same brief can trigger different call sequences and still land at booked. Without named states constraining what "got there" means, you can't tell a healthy run from one that drifted. Named states, allowed transitions, a recorded actor on every move. State machine is the fancy name for that graph. The system is in one named state at a time (quoted, negotiating, booked, delivering), only certain moves between them are allowed (you can't go from quoted straight to delivering), and every move is recorded with its actor. That graph and its allowed transitions are the contract every party reads from: buyer agent, seller agent, human reviewer. Both sides ship a 12-state enum, mirrored so the agents can agree on where a deal is at any moment. Buyer (BuyerDealStatus): quoted, negotiating, accepted, booking, booked, delivering, completed. Plus Linear TV loops and failure branches. Seller (OrderStatus): draft, submitted, pending_approval, approved, in_progress, syncing, booked, completed, plus the failure and cancellation branches. A separate CampaignStatus machine covers the campaign level: draft, planning, booking, ready, active, paused, pacing_hold, completed, canceled. The ready state separates "campaign is prepared" from "campaign is live." Every transition is a StateTransition record. Append-only audit log (no mutation, no rewind). Guarded transitions reject moves that violate business rules. Event Bus is the announcement layer. When a deal moves to booked, or approval is requested, the system fires a short message saying so. Anything that cares (reporting, governance, downstream agents) listens for the messages it needs and reacts. No one has to keep checking. 38 message types in total, covering the full quote, deal, campaign, negotiation, session, pacing, creative, and approval lifecycles. Each state change fires one. One piece I'm leaving for a separate post: the Approval Gate. AAMP's pattern for handing control to a human who shows up later, on top of agent frameworks. Worth its own walkthrough. The pieces are familiar from distributed systems: state machines and announcement buses. The work IAB Tech Lab Lab did was assembling them for Agentic AdTech, end to end on both sides of the deal. The result is the kind of property the industry needs before agents can transact at scale: reliable systems out of unreliable parts. Bedrock Platform Appliscale
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Anthony Katsur liked thisAnthony Katsur liked this"Why are we trying to solve agentically that which has already been solved programmatically?" ➡️ Couldn't agree more with Anthony Katsur from IAB Tech Lab on this point. "AI will amplify the foundation you have - whether that's good or bad is up to you" ➡️ Heather Macaulay, President at MadConnect hit the nail on the head. "While models are terrible at doing deterministic work (specifically math) themselves, they're actually really good at building applications, tools, and systems that can do deterministic work...everyone needs to start thinking like a builder." ➡️ My $.02 My hats off to Stephanie Layser for facilitating a great conversation and to the rest of the Amazon Web Services (AWS) AdTech team for hosting a phenomenal breakfast at POSSIBLE. It was great to be with all of you and to represent Caylent alongside Devin Cassinelli. Pro Tip: Host a breakfast outdoors when people are spending endless hours indoors. 🌴
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Anthony Katsur liked thisAnthony Katsur liked thisThank you to Amazon Web Services (AWS) for hosting a beautiful breakfast panel at POSSIBLE on the Self-Driving Agentic Stack and for inviting me to be part of the conversation alongside Stephanie Layser, Anthony Katsur, and Myles A.. We discussed the need for standards and frameworks, the challenges of moving agentic workflows from testing to full-scale production, and the importance of a strong tech + data foundation to support the future of advertising and marketing. One theme that stood out: AI will amplify the foundation you have - whether that's good or bad is up to you. And how well your platforms and data are connected will be a huge part of your success. Amazon Web Services (AWS), IAB Tech Lab, Caylent and MadConnect are all here to help!
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