AdCOM

Agentifying AdCOM for Agentic Advertising

IAB Tech Lab (blog post by Jill Wittkopp) explains the value of 'agentifying' AdCOM — using AdCOM’s enumerations as the shared vocabulary for agentic advertising workflows under the Agentic Advertising Management Protocols (AAMP) initiative. The post argues that while AdCOM’s object model did not reach broad adoption, its enumerations are already widely used in OpenRTB 2.x and provide standardized definitions for media, placement and technical attributes (e.g., Open Measurement/API Frameworks, VAST AdVerifications). Leveraging AdCOM enumerations will help buyer and seller agents discover, negotiate and configure media buys (examples: in-stream video, first-in-pod placements, OM-verified impressions), reducing manual setup and improving interoperability for automated, agent-driven programmatic buying and selling.

The Sales House Evolution: Why The German Sales House Model Fundamentally Differs From Its UK Version - ExchangeWire.com

The piece compares how the 'sales house' concept evolved differently in the UK and Germany. In the UK, the once-dominant sales house model has been eroded by performance marketing and CPA deals, with Ad.com cited as a disruptor; many premium publishers now sell directly in-house, and traditional brokers face competition from SSPs such as Rubicon, Admeld, PubMatic, and Improve Digital to monetise remnant inventory. In Germany, by contrast, sales houses remain central to display advertising, described as a cartel-like ecosystem of many tier-one players that collectively own or repackage inventory and control pricing and access through private exchanges (not RTB-enabled). The German market also features consolidation with multinational backers and ad-tech investments, including Deutsche Telekom and MyThings. The article suggests the UK could rise again by differentiating and re-aggregating premium inventory, while Germany’s model is less susceptible to SSP disruption due to its entrenched ecosystem.

Deutschland macht die größte Show

The article describes dmexco as the leading international trade fair and congress for the digital economy, staged in Cologne, and highlights the event’s scaling for 2011. It recalls dmexco 2010, which drew 15,800 attendees (15% from abroad) and 355 exhibitors, and notes that 2011 is expected to be even larger with more than 17,000 visitors and about 440 exhibitors—a 24% increase. Exhibition space has been expanded to 35,000 square meters with a second hall. A new pre-event, Uebercloud, was launched the day before the main show, organized in partnership with the Art Directors Club (ADC), to foster discussions on the future of digital advertising. The program will feature around 300 international speakers across multiple stages. Kölnmesse's Frank Schneider emphasizes the event’s global reach and its role in bridging media, marketing, creativity, and technology to drive innovation in the digital economy.