{"page":"/blog/programmatic-advertising-strategy-2027","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Quarter","Watch for","Label"],"rows":[["Q4 2026","Entry of Google's final judgment; ANA Q3 2026 benchmark; Amazon reporting cutover on 31 Dec (PPC Land, 29 Oct 2026)","Scheduled, date n/d"],["Q1 2027","Google's notice of appeal and any stay request; monitor appointment; IAB 2027 Outlook, if it follows the 28 Jan 2026 timing (PPC Land, 31 Jan 2026)","Scheduled and our reading"],["Q2 2027","Omnibus trilogue progress; Cannes Lions, 21 to 25 Jun (Cannes Lions, accessed 9 Nov 2026)","Scheduled"],["Q3 2027","AdX bids to rival ad servers if the 6-month option is entered; agentic spend against the $600 million to $700 million ceiling (PPC Land, 2 Aug 2026)","Our reading and forecast"],["Q4 2027","AdX-in-Prebid build, roughly 12 to 15 months after the effective date (Memorandum Opinion, Dkt. 1858)","Our reading"]],"sourceUrls":[["https://ppc.land/amazon-calls-its-ad-platform-an-agent-but-the-agent-is-still-closed-beta/"],["https://ppc.land/iab-forecasts-9-5-ad-growth-as-marketers-shift-toward-agentic-ai/"],["https://www.canneslions.com/"],["https://ppc.land/magnite-ceo-caps-2027-agentic-ad-spend-near-700m-as-ai-cuts-contractor-tasks/"],["https://www.courthousenews.com/wp-content/uploads/2026/09/google-judge-memo.pdf"]]}