netID

AI Agents Transform Sell‑Side Advertising

An ADZINE SPOTLIGHT webinar examined how AI agents and agentic systems are beginning to reshape the sell‑side of the digital advertising market. Speakers from Equativ, Gotom and United Internet Media discussed prototypes and use cases: Equativ is developing specialized agents for planning, trading, creative and optimisation tasks in programmatic workflows; Gotom showed a Sales‑Agent prototype that turns commercial briefings into offers and bookings for direct I/O business; and United Internet Media presented a first‑party data clean‑room approach to create deterministic target groups (NetID, ID5, EUID, Mobile IDs) on the sell‑side. The discussion highlighted new protocols (Model Context Protocol / MCP and Ad Context Protocol / AdCP), the continued role of OpenRTB for real‑time auctions, and the infrastructural requirements publishers must meet (machine‑readable product/catalog data, structured conditions, accessible interfaces) to be reachable by buying agents.

Open Web: The Future of Transparent Advertising Awaits

The article argues the advertising industry must now operationalize a functioning Open Web that restores transparency, control and interoperability after a decade dominated by walled gardens. It identifies structural problems with closed platforms—limited auditability, non-comparable metrics, closed data ownership and reduced media diversity—and presents IAB Content Taxonomy and the EU Digital Markets Act (DMA) as complementary technological and regulatory foundations. Digital audio is used as a case study (noting Spotify’s withdrawal from shared measurement bodies) to illustrate measurement and ID challenges. The piece calls for deterministic, interoperable ID infrastructures (e.g., NetID, Utiq, Listener-ID), cookieless readiness (contextual methods, clean rooms) and concrete action from advertisers, publishers and agencies to diversify budgets and roll out standards.

RTL+ Enhances CTV with NetID Integration for User Consent

RTL+ has integrated the NetID interface for Connected TV, enabling a cross-device consent process that spans Web, apps, and CTV while preserving the user flow. Consent can continue to be granted or withdrawn via the NetID Privacy Center. RTL Deutschland's Carsten Schwecke describes the move as a privacy‑compliant, scalable enabler that expands addressable reach on the big screen and in premium environments, with greater convenience for users. NetID Foundation CEO Uli Hegge highlights the upgrade's flexibility for partners, noting that interfaces can be implemented across devices without modifying each interface, and that RTL Deutschland is an early adopter demonstrating the importance of such integrations for leading premium publishers, especially in CTV. The ACS backend consolidates multiple interfaces into a single system that covers all environments, simplifying and speeding up consent processes for NetID Professional customers who opt in.