Google used its NewFront 2026 presentation on March 23 to formally position Gemini as the unifying AI layer across its entire advertising ecosystem
All major ad platforms now offer AI-generated creative to advertisers at no additional cost. All present the same value proposition: free AI creative generation inside the campaign workflow; but the economics of delivering that capability are radically different, and the gap is widening.
IAB Tech Lab released a standardised framework that enables media owners to communicate with AI systems to ensure there are commercial terms in place before any crawling or content use occurs.
OpenAI Tests Ads Manager Dashboard While Pivoting ChatGPT Commerce from Instant Checkout to Agentic Storefronts
The eternal battle over the programmatic supply chain is no longer just about margins (whether declared or hidden). It's becoming increasingly about controlling the intelligence layer.