News Summary

• WPP unveiled a coalition of premium media owners including Disney, Netflix, NBCUniversal, Paramount and Fox as well as standards bodies IAB Tech Lab and Prebid.org.
• Every media owner in the coalition is building its own seller agent on its own infrastructure, using its own models.
• Without a common standard between them, the risk is a new layer of fragmentation that’s more opaque and harder to audit than what came before.
• But the standards and governance only matter if the intelligence feeding the agent is worth acting on.