Artificial intelligence has shaped the advertising and media landscape, but in 2026, the conversation shifted dramatically towards Agentic AI. Unlike traditional AI tools that analyze data or generate recommendations, agentic systems can plan, decide, and act autonomously to achieve defined goals. For video advertising, this evolution signals a major shift: media processes that were once human-led and manually optimized are moving toward AI-driven execution with human oversight and guardrails.

For marketers, advertisers, publishers, and ad tech leaders, understanding agentic AI is now critical. In our new quarterly series, AI-Powered Video Outcomes, we cover the impact of artificial intelligence across the digital video ecosystem—from planning and execution to measurement, creative production, and privacy.

This first edition breaks down how agentic AI works, where it’s already appearing in the ecosystem, and the operational changes organizations must prepare for as autonomous systems begin to influence media decisions, including:

• Autonomous Media Execution
• Decision-Making Agents
• Measurement & Attribution
• Creative & Production Orchestration
• Privacy & Governance

Whether you’re evaluating AI-powered tools, redesigning workflows, or preparing your organization for autonomous media systems, this guide provides the context and insights needed to navigate the next phase of AI in video advertising.

Download IAB AI-Powered Video Outcomes: Q1 2026

This series is part of Project Eidos, IAB’s industry-wide initiative to define the principles, standards, and frameworks that guide how measurement is developed, evaluated, and compared across the industry.

Download