Competing trade bodies are emerging to influence the future direction of programmatic advertising, particularly in response to the potential impact of agentic media. This development involves various industry players forming camps to either seek consensus or drive disruption in the programmatic landscape.
Agentic media is not just a product issue; it is already changing who gets to shape programmatic’s rules. The immediate effect is a more divided policy and standards conversation, with some players pushing for consensus and others for disruption. That matters across the streaming ad stack because programmatic remains central to monetization and media buying. What to watch next is which trade bodies gain traction and whether their positions converge or harden around agentic media.
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