Standards, Curation and Advertising’s Agentic Evolution, with Anthony Katsur of IAB Tech Lab Part 2

As digital advertising faces a reset, our approach to advertising must also change so it remains close to consumers.  In this episode of Curation Conversations, Denise Colella, Vice President of Global Digital Strategy at Adobe, discusses why, as agentic trading moves to the fore, consumer experiences are becoming critical, and brands should turn to sports for ideas on how best to do this. She also talks about the importance of brand trust, brand guidelines, human-driven creative ideas and transparency if companies want to communicate effectively in this increasingly machine-led advertising environment.    

As agentic advertising moves rapidly from concept to reality, what does this mean for the industry?  In Part 2 of this Curation Conversations episode, Tony Katsur, CEO of IAB Tech Lab, continues to share his thoughts on this major evolution taking place in digital advertising.  The conversation focuses on addressing the complexity in digital advertising, how containerization is impacting digital advertising, what AI means for curation’s development and the implications for work and jobs. 

As agentic advertising moves rapidly from concept to reality, what does this mean for the industry?  In Part 1 of this two-part Curation Conversations episode, Anthony Katsur, CEO of IAB Tech Lab, shares his thoughts on this major evolution taking place in digital advertising. He argues that what we’re facing is part of programmatic’s evolution, rather than an advertising industry reset. The conversation delves into the benefits of AI and why work needs to be done to articulate them better for brands, the intractable challenge the industry has today, who in the ecosystem has control and why it’s critical the industry develops a trust layer. 

Data is the foundation of effective advertising, and trusted, quality data is critical to realize the potential of AI-executed media trading. In this episode of Curation Conversations, Colin Grieves, Managing Director of Experian Marketing Services UK & Ireland, discusses the challenges around trust and transparency, why you can never abdicate responsibility to machines and how curation is key to linking insight and identity. As understanding data becomes even more important to tackle digital advertising’s complexities, Colin explains why data is the driver for effective advertising. 

In our second special edition of Curation Conversations, we look back at key topics from earlier episodes this year and revisit the thoughts of industry experts who have been guests on our podcast. This episode explores issues around CTV, sports advertising and programmatic. 

In this special edition of Curation Conversations, we look back at key topics from earlier episodes this year and revisit the thoughts of industry experts who have been guests on our podcast. It explores critical issues around AI, commerce media and curation. 

In this episode of Curation Conversations, Andrew Tavani, EVP of Data, and Kristin Moore, Director of Business Development at global data company Aristotle, explore how trusted data is transforming political marketing. They discuss the importance of compliant, multi-layered audience intelligence, the rapid shift of political budgets into CTV, and how AI is helping campaigns adapt quickly in an increasingly dynamic landscape. 

In this episode of Curation Conversations, Dave Ajumobi, former professional athlete and Programmatic Lead at sports and entertainment marketing business Two Circles, explores how sports advertising is evolving in a more fragmented, data-driven media landscape.  From understanding fan behavior to delivering measurable business outcomes, Dave shares how curation and programmatic work together to bring greater context, control and efficiency to modern media strategies.  The conversation covers the rise of omnichannel activation across CTV, digital out-of-home and audio, the importance of authentic engagement with sports culture, and the growing opportunity in women’s sports. Dave also discusses the role of AI in programmatic, not as a replacement for human thinking, but as a tool to enhance it, and the need for more collaborative approaches to measurement. Looking ahead to major global moments like the 2026 Football World Cup, this episode explores how brands can better connect fan attention with real commercial outcomes. 

CTV has no shortage of promise. The harder question is what actually makes it work.  In Part 2 of this Curation Conversations episode David Nyurenberg, SVP of Digital at InterMedia Advertising, explores the practical side of CTV, including creative, user behavior, measurement, first-party data and personalization. The conversation examines the realities behind performance in CTV, the limitations of current measurement approaches, and why the industry still has work to do when it comes to transparency, infrastructure, and execution.  

CTV is growing fast, but the fundamentals of TV still matter. In Part 1 of this two-part Curation Conversations episode, David Nyurenberg, SVP of Digital at InterMedia Advertising, explores the foundations of CTV, why the channel still needs a TV-first mindset, and where the biggest barriers to progress remain. The conversation covers the relationship between linear and CTV, planning and transparency challenges, and the buying dynamics shaping performance today. From show-level data to Direct IO opportunities, this episode looks at what advertisers need to understand if CTV is going to deliver on its promise.