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Industry Adopts Existing Schemas For Agentic AI
8.1
On Feb. 3, 2026, IAB Tech Lab urges the advertising industry to adopt existing schemas like AdCOM, OpenRTB and OpenDirect to enable agentic AI interoperability and avoid rebuilding infrastructure. The piece warns that deterministic, standardized schemas are necessary to prevent agent hallucinations, fraud and fragmentation, and recommends phased adoption to accelerate trustworthy agentic workflows across agencies, publishers and buyers.
Key Points
- 1Advocates reuse of IAB schemas like AdCOM, OpenRTB, OpenDirect for agentic interoperability
- 2Prevents agent hallucinations and inconsistent semantics that can create fraud and operational failures
- 3Enables faster, deterministic automation across planning, buying, measurement for agencies and publishers
Scoring Rationale
High industry relevance and authoritative advocacy; limited novelty and technical detail constrains immediate technical impact.
Sources
Public references used for this report.
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