# IAB bets existing ad standards can handle AI agents — first product now live

- slug: iab-bets-existing-ad-standards-can-handle-ai-agents-first-product-now-live
- date: 2026-03-24
- category: Agentics

The advertising industry has spent two decades building interoperability on a handful of well-worn standards — OpenRTB for real-time bidding, VAST for video ad serving, OpenDirect for direct deals.

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