IAB Tech Lab CEO Anthony Katsur opened the summit with a challenge: don’t just react to disruption—drive it. His keynote highlighted the converging forces shaping the industry: regulatory pressure, global uncertainty, and the rise of agentic AI systems capable of managing complex advertising tasks autonomously. Katsur outlined critical initiatives like the Trusted Server framework and content ingestion standards for large language models, urging leaders to rethink outdated assumptions and build for a privacy-forward, AI-integrated future.

One of the most grounded and tactical conversations of the day focused on Connected TV. Jill Wittkopp, Vice President, Product at IAB Tech Lab dissected how inconsistent CTV ad formats across platforms have become a bottleneck for scale and creativity. The IAB Tech Lab’s “Ad Format Hero” initiative—driven by input from over 40 companies—has identified eight key formats for standardization. As working groups move toward updating bid stream signals and video templates, Wittkopp emphasized that collaboration will be the key to making these standards stick by the end of 2025. 

Another standout panel dove deep into the power of agentic AI—not as hype, but as a force that’s actively reshaping brand safety, contextual relevance, and targeting. Gone are the days of crude keyword exclusion. Today, new tools allow advertisers to understand content through personas and context, unlocking inventory and improving campaign efficiency. Real-world examples showed how AI can reduce waste and foster stronger, more transparent brand-publisher collaboration. 

The “Identity Management: Next generation of ID solutions” panel, lead by Rowena Lam, Senior Director, Privacy & Data at IAB Tech Lab, highlighted the increasing complexity of consumer identification in a fragmented, privacy-centric ecosystem. Panelists explored how AI is enabling more adaptive identity resolution and cross-channel measurement, even as signal loss and regulatory demands grow. The consensus? Brands need interoperable identity strategies that center user trust, leverage clean rooms, and maintain compliance without compromising performance.

Shailley Singh, IAB Tech Lab’s Executive Vice President, Product & Chief Operating Officer, IAB Tech Lab spoke with Joshua Revan, Director of Strategic Accounts, Didomi in a fireside chat that felt especially relevant to engineering and ops teams, speakers explored the shift from client-side to server-side data processing. With browsers and regulators closing the door on open access, the industry must embrace infrastructure that’s secure, centralized, and performance-driven. But this isn’t just a tech shift—it’s a cultural one. Singh and Revan emphasized that successful implementation requires coordination across departments, thoughtful architecture, and a long-term commitment to identity continuity.

One of the most forward-looking discussions featured New Jersey Deputy Attorney General Thomas Huynh, alongside Michael Hahn, Executive Vice President, General Counsel, IAB & IAB Tech Lab. They unpacked the New Jersey Data Protection Act (NJDPA) and its implications for the industry. With enforcement deadlines approaching fast, the conversation underscored how privacy mandates—like Universal Opt-Out Mechanisms and data minimization—are not just compliance requirements, but blueprints for innovation. Companies that embrace regulation now will be better positioned to compete in a consumer-first, accountability-driven landscape.

To close the summit, Katsur returned to the stage with a simple but powerful message: AI isn’t theoretical—it’s here, and it’s transforming everything from strategy to execution. To stay relevant, professionals across the industry must get comfortable with its capabilities and consequences.  
 
As he said at the outset: “Be the change, drive the change.” After a day of compelling and reflective discussions, that mantra felt less like a slogan—and more like a directive for the road ahead.