Removing Friction: utilising raw data with AI

SPEAKER_2 (0:09)

Welcome to the fifth Ad Tech Podcast episode. We've been rifling through them pretty quickly. I've got longer hair than ever. I've not quite managed to get hair within the last few weeks, but that will probably be addressed fairly soon.

We are going to do our usual new segment, and then Alex, you are our host for the week, which is very exciting.

Alex (0:30)

Pleasure talking to Adsquare.

SPEAKER_2 (0:32)

Very good. And we've got two Adsquarers as well, which I'm sure that's the official phrase that they use internally as well. But as per usual, we'll start off with a bit of news. I guess within our world, within our sphere, one of the most interesting announcements, which actually happened last week, but it's still relatively fresh in the minds of most, is TechLab's announcement of AAMP 3.0.

So obviously that is a kind of expansion of the specification, which stands for, Joe, the, oh my goodness, you've caught me off guard there, the Agenetic Advertising Management Protocols. That's an acronym that's really burned into my brain at this point. Very good. And part of the reason I asked you is because I had to present about it live the other day and I forgot the advertising component of the name, which was quite amusing.

Alex (1:14)

It's quite a key one. But it's probably worth just reminding everybody, listen, we work with TechLab all the time, every day, but going back into what AAMP is, why it's here, and then maybe we can talk about some of the new stuff it's doing.

Who wants to say what it is? But Joe, you just got all the words right. Yeah.

SPEAKER_2 (1:33)

I mean, I've been over it enough times now where I can almost just let my iPhone back my head and just begin to repeat the baton. I mean, I often just describe it as an architecture for helping to moderate and inform how agentic transactions could work on the web, largely by taking a lot of their existing schemas, their OpenRTBs, their OpenDirects, and simply agentifying them. Although I'm sure that's a word, but you know. I think it is now.

Again, I guess one of the important things to make clear is that it's not one thing. AAMP is essentially the main component of, well, it's not the main component, sorry, it's the thing that holds all the components that make a kind of agentic protocol. So one of the newest release parts of AAMP 3.0, I really wish that would rhyme, doesn't quite, but I feel like it should at the end, is Open Proposal, which is essentially this kind of agentic inventory aggregator and kind of presenter that would come towards a buyer. But also if you're a publisher, it's the kind of thing where you can essentially present your inventory to a buyer. So it's this kind of, I guess, making what was theoretical before kind of more practical and things like publisher, I believe things like publisher media kits, etc., are kind of included in that. Things like obviously different prices for different units and presumably the nuances that might be there for different buyers, for example, if you're a publisher with a certain relationship, etc.

Alex (3:07)

So it means like the agent on behalf of the buyer and the agent on behalf of the seller can kind of talk to each other in the same language and find out if it's a good fit for each other, and get a bit more information. And it's an open comment, right?

SPEAKER_2 (3:20)

I think it's the 22nd of October. I don't know why I know that's burned into my brain.

Alex (3:24)

Yeah, I was just excited. So yeah, definitely worth getting involved in if that's something anyone listening, it's open to anybody, wants to feed back into either directly to TechLab or through us here at the IAB. But yeah, we only make it better if we hear from people, right? So they're doing some great work over at TechLab, just really encourage people to get involved.

SPEAKER_2 (3:43)

Yeah, absolutely. And in terms of the Adentic World, there's always something to talk about. So there are a couple of, I think these are from the last week or so, a couple of agent-specific sort of announcements. There was quite an interesting, I think it was called Unboxed, which was an Amazon-specific session, I believe in probably in California.

And they actually had two sort of separate announcements in the identical world. One consumer-facing and one for digital advertising professionals like us. So I think the kind of digital advertising professionals, one was relating to this kind of agentic component to the Amazon ads platform. So again, this is something that we're sort of seeing within large DSPs. And I guess across multiple platforms where you essentially have this agent that will pop up and say, I believe you're trying to create a media campaign. Would you like any help? And it's kind of like Clippy. You just say, well, sure.