IAB Tech Lab, the global digital advertising technical standard-setting body, today announced the release of its Agentic roadmap, outlining how the industry can scale agentic buying and selling by extending established standards with new agentic and high-performance protocols. The roadmap defines a practical path to enable secure, interoperable agentic execution across digital advertising without rebuilding the market’s foundational languages. To ensure Tech Lab can deliver on the roadmap in an expedited manner, the organisation is making a significant engineering investment focused solely on AI development, including new development resources.