programmatic advertising

The expansion adds deal-based buying, allowing advertisers to execute programmatic guaranteed and private marketplace deals alongside open market buys.

AAMP 3.0 represents the next stage in IAB Tech Lab's work to apply agentic capabilities to the proven standards that underpin digital advertising.

Clicks and conversions may be easy to measure, but they do not always explain whether advertising created additional value or simply captured demand that already existed. According to Michael Shang, SVP of Technologies at StackAdapt, when outcome data enters the active media workflow, planning becomes more iterative.

Magnite Orchestration standardises supply-side intelligence across streaming, linear TV, audio and display, creating a neutral activation layer for agents.

With these new capabilities, FreeWheel is helping move programmatic CTV beyond scale alone and toward a more transparent, quality-informed marketplace.

The expanded partnership also contributes to Teads’ wider CTV offering, including Teads CTV Ensemble, its suite of HomeScreen and InStream solutions.

By removing friction between linear and CTV buying, Magnite empowers advertisers to holistically plan, allocate, and optimise their total TV spend in one place.

Doceree adds three more channels to real-time clinical orchestration, offering the industry an alternative to the weeks-old claims data it still runs on.

The collaboration brings AI agents into internal workflows to increase operational efficiency and support Sabio's broader agentic AI strategy.

The partnership is structured through Adobe Global, extending the capability across Adobe Advertising DSP’s global advertiser base.