Sidecar Technology Enables Real-Time Agentic Advertising
IAB Tech Lab7h ago·1 min readAdvertising
AI Summary
Lemma CEO Gulab Patil explains that the Sidecar, built on the ARTF platform, lets advertisers move beyond static prompts to deliver autonomous, real-time ad experiences. The piece outlines how this architecture coordinates data, decision‑making and creative delivery instantly.
⚡ Marketer Insight
Marketers should evaluate Sidecar‑type solutions to automate ad personalization at the moment of impression, boosting relevance and response rates without manual intervention.
#real-time advertising#agentic ads#ai automation
Original article
IAB Tech Lab