New Era of Advertising

GenAI is shifting advertising from passive browsing to prompt-driven interactions, reshaping how context is understood and traded. The project is launching an R&D effort to examine how bid-based systems might adapt to this shift and what it means for standards such as OpenRTB. We are seeking partners and industry stakeholders interested in shaping the next generation of contextual advertising and gaining early insight into emerging models and opportunities.

What challenges do you see emerging in an agent ecosystem? Which capabilities would matter most to you in future bidding models? How should industry standards evolve to support this shift?

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