Industry Adopts Existing Schemas For Agentic AI

On Feb. 3, 2026, IAB Tech Lab urges the advertising industry to adopt existing schemas like AdCOM, OpenRTB and OpenDirect to enable agentic AI interoperability and avoid rebuilding infrastructure. The piece warns that deterministic, standardized schemas are necessary to prevent agent hallucinations, fraud and fragmentation, and recommends phased adoption to accelerate trustworthy agentic workflows across agencies, publishers and buyers.