Preparing for the Agentic Era: IAB Tech Lab Advances New Infrastructure with the User Context Protocol 

IAB Tech Lab has introduced the User Context Protocol, a new open standard built for the agentic AI era where intelligent systems rely on fast, interoperable, and privacy-aware signal exchange. Powered by embeddings rather than traditional text-based data, UCP enables more efficient ad selection, real-time intent understanding, and trusted communication across the supply chain. As AI reshapes programmatic decisioning, this new framework offers the modern infrastructure the industry needs, and IAB Canada encourages members to stay engaged as these standards take shape.

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Setting a New Global Standard: IAB Launches Cross-Industry Attention Measurement Framework 

IAB has introduced a new global attention measurement framework, developed with the MRC and CIMM, that brings long-needed clarity to how attention should be defined, validated, and applied across the industry. The new guidelines and marketer playbook give brands, agencies, publishers, and platforms a shared language and practical direction for using attention as a meaningful input alongside delivery and outcome metrics. IAB Canada is proud to support this work as our market moves toward more transparent, accountable, and future-ready measurement practices.

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Demystifying Signals

Every ad impression is a data-driven decision made in milliseconds within a fast-paced programmatic ecosystem. Demystifying Signals unpacks the foundational elements that make those decisions possible: the signals flowing through the bid stream.

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Winning the Infinite Customer Journey: 3 Must-Haves for Canadian Marketers 

The traditional customer journey—a predictable, linear path from awareness to purchase—is a relic. Today's Canadian consumer engages in a complex, multi-faceted journey that involves searching, streaming, scrolling, and shopping across countless touchpoints, often simultaneously. In fact, every day, consumers interact with around 130 mobile touchpoints. 

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Interactive Audio Is Here. Is Your Brand Ready to Talk Back? 

Voice-enabled AI is reshaping how people search, shop, and engage with media. Audio is emerging as the most natural interface for this shift. The new IAB Global report, Advertising’s Interactive Audio Future (October 2025), offers a timely look at how conversational technology is creating new marketing opportunities. 

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