https://advertisingprotocols.com The latest ad tech industry developments, protocol updates, and blog posts from advertisingprotocols.com. en Mon, 27 Jul 2026 09:00:00 GMT https://advertisingprotocols.com/og-image.png https://advertisingprotocols.com https://advertisingprotocols.com/protocols/ctv-ad-portfolio IAB Tech Lab finalized the revised Digital Video and CTV format guidelines plus signaling guidance for AdCOM, VAST, and Native Ads on July 22, 2026. Industry Wed, 22 Jul 2026 09:00:00 GMT update-2026-07-22-ctv-final https://advertisingprotocols.com/protocols/iab-podcast-measurement Draft v2.3 clarifies server-side measurement for open RSS distribution, video podcasts, URL-prefix measurement, invalid traffic, duplicate downloads, and measurement windows. Public comment closes August 19. Industry Tue, 21 Jul 2026 09:00:00 GMT update-2026-07-21-podcast-2-3 https://advertisingprotocols.com/protocols/adcp AdCP 3.0 is generally available. Version 3.0.4 is the current wire-compatible maintenance release; 3.1 remains unreleased. Site Update Mon, 27 Jul 2026 09:00:00 GMT update-2026-07-27-adcp-3-0-4 https://advertisingprotocols.com/blog/june-2026-agentic-advertising-roundup Adform and Adsquare ship the first production ARTF implementation. MCP reaches 10,000 servers under Linux Foundation governance. OpenAI adds CPA bidding. Google AI Max goes mandatory for DSA. CTV upfronts surpass linear TV for the first time. Prebid.js 10.0 ships. IAB releases attention metrics guidelines. Blog Mon, 16 Jun 2026 09:00:00 GMT blog-june-2026-roundup https://advertisingprotocols.com/protocols/artf Adform and Adsquare shipped the first production implementation of IAB Tech Lab's Agentic Real-Time Framework. Containerised execution model cuts RTB latency by 80%. Breaking Tue, 27 May 2026 09:00:00 GMT update-2026-05-27-artf-live https://advertisingprotocols.com/protocols/amazon-dsp Amazon DSP activated audience targeting for all ad-supported countries for Netflix programmatic inventory, using segments from trillions of shopping, streaming, and browsing signals. Industry Sun, 01 Jun 2026 09:00:00 GMT update-2026-06-01-amazon-netflix https://advertisingprotocols.com/protocols/openai-ads OpenAI opened its self-serve Ads Manager to all US businesses with CPC bidding. Cost-per-action (CPA) bidding now rolling out. Conversation depth optimization expected mid-2026. Industry Mon, 02 Jun 2026 09:00:00 GMT update-2026-06-02-openai-cpa https://advertisingprotocols.com/blog/agentic-mcp-platforms-tiktok-amazon-may-2026 TikTok and Amazon launched MCP servers enabling AI agents to autonomously manage ad campaigns. Analysis of the agentic platform wars reshaping programmatic advertising. Blog Thu, 15 May 2026 09:00:00 GMT blog-mcp-platforms-may-2026 https://advertisingprotocols.com/blog/adcp-agentic-advertising-standard-may-2026 The Ad Context Protocol is becoming the lingua franca for AI agents buying and selling media. Four-module architecture, governance model, and implications for the ad tech stack. Blog Thu, 15 May 2026 09:00:00 GMT blog-adcp-standard-may-2026 https://advertisingprotocols.com/blog/iab-tech-lab-standards-update-may-2026 IAB Tech Lab releases CTV Ad Portfolio signals, OpenRTB live content attributes, Campaign Data Standards, and Deals API specification updates for 2026. Blog Thu, 15 May 2026 09:00:00 GMT blog-iab-standards-may-2026 https://advertisingprotocols.com/blog/meta-capi-pixel-ai-updates-2026 Meta launched one-click Conversions API setup and AI-powered Pixel enrichment. Advertisers with CAPI see 17.8% lower cost per result. Blog Thu, 15 May 2026 09:00:00 GMT blog-meta-capi-may-2026 https://advertisingprotocols.com/blog/google-ads-data-retention-consent-2026 Google introduces Data Manager upgrades, a 37-month data retention limit, and consolidates consent controls under Consent Mode. Blog Thu, 15 May 2026 09:00:00 GMT blog-google-ads-may-2026 https://advertisingprotocols.com/blog/identity-privacy-uid2-gpp-2026 Chrome cookie deprecation complete. UID2 rebrands as IAB Tokenization Framework with 85%+ match rates. Privacy Sandbox CPMs lag 30-50%. Blog Thu, 15 May 2026 09:00:00 GMT blog-identity-privacy-may-2026 https://advertisingprotocols.com/updates Full verification pass across all 65+ protocols. Updated TCF to v2.3 (now mandatory), added Chrome 144/150 removal timeline for Privacy Sandbox, updated AAMP Agent Registry to 10 registered agents. Site Update Wed, 11 Mar 2026 09:00:00 GMT update-2026-03-11-verification https://about.netflix.com/en/news Netflix launched its Conversions API on March 4, 2026, enabling advertisers to send first-party conversion data directly to Netflix for measurement and optimisation of CTV ad campaigns. Industry Wed, 04 Mar 2026 09:00:00 GMT update-2026-03-04-netflix-capi https://iabtechlab.com/standards/openrtb/ IAB Tech Lab's LEAP Forecasting API (a sidecar API for OpenRTB) entered Phase Two public comment, open until March 20, 2026. Industry Sun, 01 Mar 2026 09:00:00 GMT update-2026-03-01-leap-phase2 https://advertisingprotocols.com/protocols/tcf Google completed the mandatory migration to TCF v2.3. Publishers still sending v2.2 strings lose Google demand. TCF v2.3 introduces Disclosed Vendors and accessible language requirements. Breaking Sat, 28 Feb 2026 09:00:00 GMT update-2026-02-28-tcf-v23 https://advertisingprotocols.com/protocols/aamp IAB Tech Lab launched the Agent Registry as part of AAMP Pillar 3 (Trust). First registrants include Amazon, Burt Intelligence, Optable, Dstillery, PubMatic, and Equativ. Industry Sun, 15 Feb 2026 09:00:00 GMT update-2026-02-15-aamp-registry https://openai.com/blog OpenAI began serving ads in ChatGPT on February 9, 2026, partnering with Criteo as the initial ad tech partner. First major generative AI platform to adopt advertising. Industry Mon, 09 Feb 2026 09:00:00 GMT update-2026-02-09-openai-ads https://advertisingprotocols.com/protocols/privacy-sandbox Google officially retired the core Privacy Sandbox APIs — Topics, Protected Audience, Attribution Reporting. Third-party cookies remain in Chrome. Breaking Wed, 15 Oct 2025 09:00:00 GMT update-2025-10-15-privacy-sandbox https://advertisingprotocols.com/protocols/adcp Scope3 proposed AdCP — an open protocol for agent-to-agent advertising transactions built on Anthropic's Model Context Protocol (MCP). New Protocol Wed, 01 Oct 2025 09:00:00 GMT update-2025-10-01-adcp https://advertisingprotocols.com/blog/aamp-agentic-advertising-management-protocols A deep dive into IAB Tech Lab's three-pillar framework for agentic advertising — Execution Protocols, Trust Layer, and the Agent Registry. Blog Thu, 27 Feb 2026 09:00:00 GMT blog-aamp-agentic https://advertisingprotocols.com/blog/openrtb-3-guide A comprehensive guide to OpenRTB 3.0 — the restructured real-time bidding protocol. Learn about the new object model, AdsCert, and migration from 2.x. Blog Sat, 22 Feb 2026 09:00:00 GMT blog-openrtb-3 https://advertisingprotocols.com/blog/ctv-streaming-protocols How VAST 4.3, SIMID, OM SDK, and the CTV Ad Portfolio power advertising across streaming platforms. Blog Sat, 22 Feb 2026 09:00:00 GMT blog-ctv-streaming https://advertisingprotocols.com/blog/cookieless-identity-solutions Privacy Sandbox is dead, but the identity challenge remains. How UID2, ID5, RampID, and contextual solutions are shaping the post-cookie world. Blog Sat, 22 Feb 2026 09:00:00 GMT blog-cookieless https://advertisingprotocols.com/blog/supply-chain-transparency How ads.txt, sellers.json, SupplyChain Object, and buyers.json bring transparency to the programmatic supply chain. Blog Sat, 22 Feb 2026 09:00:00 GMT blog-supply-chain https://advertisingprotocols.com/blog/gdpr-tcf-programmatic How TCF v2.3 and GPP enable compliant programmatic advertising under GDPR and other privacy regulations. Blog Sat, 22 Feb 2026 09:00:00 GMT blog-gdpr-tcf https://advertisingprotocols.com/blog/header-bidding-guide Understanding Prebid.js, Prebid Server, Amazon TAM/APS, and the server-side header bidding evolution. Blog Sat, 22 Feb 2026 09:00:00 GMT blog-header-bidding https://advertisingprotocols.com/blog/retail-media-protocols How OpenRTB, UID2, and clean rooms power retail media networks across Amazon, Walmart, and emerging players. Blog Sat, 22 Feb 2026 09:00:00 GMT blog-retail-media https://advertisingprotocols.com/blog/agentic-ai-advertising How AAMP, AdCP, and emerging agent protocols are reshaping programmatic advertising with autonomous AI agents. Blog Sat, 22 Feb 2026 09:00:00 GMT blog-agentic-ai https://advertisingprotocols.com/blog/dooh-programmatic How OpenRTB for DOOH, OOH OpenDirect, and OMID bring programmatic precision to digital out-of-home advertising. Blog Sat, 22 Feb 2026 09:00:00 GMT blog-dooh https://advertisingprotocols.com/blog/omid-viewability Understanding the Open Measurement SDK, MRC viewability standards, and how OMID enables cross-platform measurement. Blog Sat, 22 Feb 2026 09:00:00 GMT blog-omid