As agentic AI and contextual advertising move into the adtech mainstream, changing circumstances arguably call out for new standards to establish a working level of consistency and interoperability across the industry lest proprietary standards and incompatible secret sauces continue to drive players and packagers. Sargeway Owner Sarge Sargent, Dataxis Principal Analyst Oph?lie Boucaud, and Servers.com Global Sales Executive Adtech Bradley Lewington discuss why standards and integrations are needed for widespread adoption and review the current and emerging state of specs and standardization across the CTV ecosystem in this clip from Streaming Media Connect 2026.
