In today’s Digest, we discuss the IAB launching a faster ad auction protocol, NBCUniversal preparing to debut its new NBC Sports Network, and Alibaba rolling out an AI tool to streamline sourcing.

IAB launches ad auction protocol

The IAB Tech Lab has introduced a new standard designed to speed up programmatic advertising transactions and prepare for the rise of autonomous software agents in ad buying. Called the Agentic RTB (Real-Time Bidding) Framework (ARTF), the system aims to streamline the auction process and reduce latency in ad delivery. The initiative has already attracted support from major industry players, including Netflix and Paramount.

ARTF seeks to modernise the ad tech pipes for faster, more efficient communication, while accommodating emerging agent-driven ecosystems where AI-powered agents act on behalf of advertisers and consumers.

NBCUniversal to debut NBC Sports Network

NBCUniversal has announced the debut of NBC Sports Network (NBCSN), a new 24/7 linear channel dedicated to marquee sporting events and programming from NBC Sports. The network will launch today, 17th November, starting with YouTube TV subscribers and expanding soon to Xfinity, with additional distributors to follow. NBCSN will complement Peacock’s streaming offerings, giving pay-TV customers access to live games and premium sports content.

Matt Schnaars, President of Platform Distribution and Partnerships at NBCUniversal, described the launch as a strategic move to strengthen the company’s sports portfolio across both linear and streaming platforms. “NBCSN is a win across the board – driving value for fans and distributors who prefer an aggregated experience, league and conference partners seeking broad reach, and advertisers targeting engaged sports audiences”.

Alibaba rolls out AI tool for sourcing

Alibaba Group’s international wholesale platform, Alibaba.com, has unveiled AI Mode, a new AI feature designed to simplify cross-border trade. The tool, announced during the company’s CoCreate Europe trade fair in London, uses natural language queries to deliver tailored product recommendations and compare suppliers within minutes, a process that previously took days or weeks. “This would be the largest change that AI Mode would bring to the B2B e-commerce sector,” said Zhang Kuo, president of Alibaba.com.

AI Mode is powered by Accio, Alibaba’s AI sourcing engine, and will be available online next month. The system evaluates suppliers based on metrics such as price and production capacity, offering straightforward recommendations for global buyers.