Media Buying Briefing: Rival trade bodies emerge to contend programmatic’s future
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The introduction of agentic media planning and buying tools has brought programmatic advertising to a crossroads. But efforts to unite the media and ad sector and settle on a way forward are split between two groups both vying to become the industry’s pre-eminent forum — and their competing philosophies.
In one corner, there’s the IAB Tech Lab’s latest group project: a Programmatic Governance Council, established to rally a who’s who in digital advertising and media around the table and hamme
In one corner, there’s the IAB Tech Lab’s latest group project: a Programmatic Governance Council, established to rally a who’s who in digital advertising and media around the table and hamme
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