{"id":9515,"date":"2026-06-17T01:19:49","date_gmt":"2026-06-16T20:19:49","guid":{"rendered":"https:\/\/paknews.centers.pk\/agentic-ai-and-ctv-advertising\/"},"modified":"2026-06-17T01:19:49","modified_gmt":"2026-06-16T20:19:49","slug":"agentic-ai-and-ctv-advertising","status":"publish","type":"post","link":"https:\/\/paknews.centers.pk\/ur\/agentic-ai-and-ctv-advertising\/","title":{"rendered":"Agentic AI and CTV Advertising"},"content":{"rendered":"<p><br \/>\n<\/p>\n<div wp_automatic_readability=\"141.51093192743\">\n<p><div class=\"youtube-embed\" data-video_id=\"zSr6_c7J2ho\"><iframe title=\"Agentic AI and CTV Advertising\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/zSr6_c7J2ho?feature=oembed&#038;enablejsapi=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/p>\n<p><span style=\"font-weight: 400;\">How will the advent of <\/span><a href=\"https:\/\/www.streamingmedia.com\/Articles\/Post\/Blog\/Agentic-AI-A-New-Path-to-Efficiency-and-ROI-173122.aspx\" target=\"_blank\" rel=\"noopener\" title=\"agentic ai new path to efficiency\"><span style=\"font-weight: 400;\">agentic AI<\/span><\/a><span style=\"font-weight: 400;\"> impact <\/span><a href=\"https:\/\/www.streamingmedia.com\/Articles\/Post\/Blog\/Agentic-AI-Is-Reshaping-Local-Planning-and-Activation-174776.aspx\" target=\"_blank\" rel=\"noopener\" title=\"CTV advertising and streaming adtech\"><span style=\"font-weight: 400;\">CTV advertising and streaming adtech<\/span><\/a><span style=\"font-weight: 400;\"> in ways that previously predominant AI technologies (AI\/ML, generative AI) haven\u2019t left their mark on OTT monetization technologies, workflows, management, and strategy? <\/span><a href=\"https:\/\/www.linkedin.com\/in\/shailley\/\" target=\"_blank\" rel=\"noopener\" title=\"IAB Tech Lab COO and EVP of Product Shailley Singh\"><span style=\"font-weight: 400;\">IAB Tech Lab COO and EVP of Product Shailley Singh<\/span><\/a><span style=\"font-weight: 400;\"> offers a concise explanation of the current state of play, and what <\/span><a href=\"https:\/\/iabtechlab.com\/\" target=\"_blank\" rel=\"noopener\" title=\"IAB Tech Lab\"><span style=\"font-weight: 400;\">IAB Tech Lab<\/span><\/a><span style=\"font-weight: 400;\"> is developing with its agent-to-agent communication framework, while <\/span><a href=\"https:\/\/www.linkedin.com\/in\/jeffellin\/\" target=\"_blank\" rel=\"noopener\" title=\"FreeWheel VP of Product Architecture Jeff Ellin\"><span style=\"font-weight: 400;\">FreeWheel VP of Product Architecture Jeff Ellin<\/span><\/a><span style=\"font-weight: 400;\"> offers a candid take on where buyers, sellers, and publishers are with agentic and LLM implementation today in this discussion with <\/span><a href=\"https:\/\/www.streamingmedia.com\/Authors\/6837-Nadine-Krefetz.htm\" target=\"_blank\" rel=\"noopener\" title=\"Streaming Media Contributing Editor Nadine Krefetz\"><span style=\"font-weight: 400;\">Streaming Media Contributing Editor Nadine Krefetz<\/span><\/a><span style=\"font-weight: 400;\"> at <\/span><a href=\"https:\/\/www.streamingmediaglobal.com\/Articles\/ReadArticle.aspx?ArticleID=174884\" target=\"_blank\" rel=\"noopener\" title=\"Streaming Media Connect 2026\"><span style=\"font-weight: 400;\">Streaming Media Connect 2026<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><strong>Bypassing Labor-Intensive Human Work\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Krefetz asks Singh to provide a quick summary of where he would use an AI agent.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Singh says, \u201cAgentic AI, or the AI technology that we are seeing today with LLMs and generative AI, is different than the previous software technologies.\u201d Previously, AI was supposed to store and move information at the instruction of a human. Now, AI can \u201canalyze and reason over complex systems and multiple data points at the same time; it can almost act like a human and make decisions and actually do the work.\u201d <\/span><\/p>\n<p><span style=\"font-weight: 400;\">He provides the example of a seller agent bypassing the human requirement of setting up line items and dropdowns. \u201cOnce [a media plan is] decided, [AI]\u2019s already integrated. It can actually go and set up and create all those line items for you. So those kind of things where it\u2019s the labor-intensive human work, which is well-defined and structured, is I think the first low-hanging fruit where AI is being applied and can take over.\u201d<\/span><\/p>\n<h2><strong>Creative Management and Deals Management\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Singh references another panelist\u2019s mention of creative management. \u201cWe all know creative management is a very laborious process: going back and forth between the client, the agency, and the seller and setting it up,\u201d he notes. \u201cIn my first job in advertising, I was looking at this problem of creative management and unfortunately could never solve it. I think there were an average of 20-plus emails exchanged to finalize one creative that was ready to be used. And maybe [agentic] AI is something that can actually solve that.\u201d <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Singh says he\u2019s also hearing feedback that agentic AI can help with deals management: setup, tracking, etc.<\/span><\/p>\n<h2><strong>Standard Protocols for Agentic AI<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">\u201cNow you guys are working though on agent-to-agent communication,\u201d Krefetz says. \u201cDo you want to give us a little bit of background on that?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Singh replies, \u201cSo ultimately the aspirational vision and the goal is that there\u2019ll be autonomous agents that would send the media brief, and on the other side, the seller agent would analyze that and provide the media plan or the media kits or the options that they have available. And then the agent would select and be able to [make a] decision on what media to buy, where to buy, and how to buy, and at what price.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He discusses the variety of standard protocols needed to have agents speaking to each other, including <\/span><a href=\"https:\/\/www.ietf.org\/archive\/id\/draft-zeng-mcp-network-mgmt-01.html\" target=\"_blank\" rel=\"noopener\" title=\"model context protocol MCP from IETF\"><span style=\"font-weight: 400;\">MCP from IETF<\/span><\/a><span style=\"font-weight: 400;\">, \u201cinitially an Anthropic-promoted protocol that allowed you to expose any system that you have for an agentic communication.\u201d He adds, \u201c<\/span><a href=\"https:\/\/developers.googleblog.com\/en\/a2a-a-new-era-of-agent-interoperability\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Google had the A2A<\/span><\/a><span style=\"font-weight: 400;\"> where two agents can talk to each other and understand each other\u2019s capabilities. So in our framework, we are kind of using both.\u201d<\/span><\/p>\n<h2><strong>Decision-Making, Education, and Restrictions Impeding Progress\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Krefetz turns to Ellin: \u201cJeff, you said when we talked earlier that some companies are at a different point in terms of their preparation. They\u2019re willing to start this, but what are some of the things you hear about from people, either working with agent to agent or other areas, in terms of the publisher comments on the workflow?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ellin notes, \u201cI think some of the ad-op stuff, publishers are pretty quick to utilize. When it comes to more of the agent to agent, how am I selling my inventory?\u201d Internal decisions about what inventory to expose are involved. \u201cShould I expose the rate? Who should I expose the rate to? It\u2019s a big change in how they do business,\u201d he says.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cBut also we work with both buyers and sellers, and one of the things that we found is that buyers are much more progressive, meaning they\u2019re willing to try stuff out a lot faster,\u201d Ellin explains. \u201cThey might not be beholden to this large corporation and a lot of things having to happen, or a lot of sign-offs needing to happen, before they\u2019re willing to really lean in. So some of the things that we\u2019ve seen that might be a little slower on the publisher side also is just like, what LLM are you using?\u201d Some publishers might not have \u201ca corporate policy that has approved a very specific LLM to put their data in for every use case. So some of the things they want to go and do or that are available to them, they\u2019re restricted right now,\u201d he continues. It causes \u201cmore of a hesitation.\u201d So it\u2019s a matter of both education and being able to use it, Ellin says.<\/span><\/p>\n<h2><strong>Standards Creating Interoperability\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Singh agrees, \u201cI think that last point is really important about the LLMs. People should understand that each LLM can have its own decisioning, has a different training, and within LLMs, each model has a different training.\u201d That makes proper LLM selection important. \u201cAnd that\u2019s where standards come in, that they create the interoperability between agents,\u201d Singh says. \u201cSo if you have a standard schema and resource schemas, which every agent requires, then you reduce that hallucination, you enhance the understanding between the two agents of the context in which each agent is talking or sending messages, you make that much more robust.\u201d<\/span><\/p>\n<p><a href=\"https:\/\/www.streamingmedia.com\/Conferences\/Connect2026-August\/Default.aspx\" target=\"_blank\" rel=\"noopener\" title=\"Join us August 11\u201313, 2026 for more thought leadership, actionable insights, and lively debate at Streaming Media Connect 2026! Registration is open!\"><em><span style=\"font-weight: 400;\">Join us August 11\u201313, 2026 for more thought leadership, actionable insights, and lively debate at Streaming Media Connect 2026! 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The question has shifted from if to how, and specifically, how to make it usable across the whole business.&#13;\n            <\/p>\n<p>&#13;<br \/>\n                &#13;<br \/>\n                <span class=\"article_date\">&#13;<br \/>\n                    16 Jan 2026<\/span>&#13;\n            <\/p>\n<\/p><\/div>\n<p>&#13;<br \/>\n    &#13;<br \/>\n        &#13;<br \/>\n        <\/section>\n<\/p><\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/www.streamingmedia.com\/Articles\/ReadArticle.aspx?ArticleID=175272\" target=\"_blank\" rel=\"noopener\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>How will the advent of agentic AI impact CTV advertising and streaming adtech in ways that previously predominant AI technologies (AI\/ML, generative AI) haven\u2019t left their mark on OTT monetization technologies, workflows, management, and strategy? IAB Tech Lab COO and EVP of Product Shailley Singh offers a concise explanation of the current state of play, [&hellip;]<\/p>","protected":false},"author":1,"featured_media":9517,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[58],"tags":[],"class_list":["post-9515","post","type-post","status-publish","format-standard","has-post-thumbnail","category-live-session"],"_links":{"self":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts\/9515","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/comments?post=9515"}],"version-history":[{"count":0,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts\/9515\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/media\/9517"}],"wp:attachment":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/media?parent=9515"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/categories?post=9515"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/tags?post=9515"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}