The Trade Desk is encountering competition from rivals who are integrating agentic AI into programmatic guaranteed deals, offering these services at significantly lower fees. These new approaches aim to streamline ad buying processes by leveraging AI for deal execution. The IAB Tech Lab has been developing specifications for agentic advertising, with a focus on incorporating programmatic guaranteed deals by April 2026. AI
IMPACT New AI integrations in ad-tech could lead to lower fees and increased efficiency in programmatic advertising.
RANK_REASON This item discusses a competitive development in the ad-tech industry involving AI integration into existing deal structures, rather than a core AI release or research.
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