NAI issues 'dos and don'ts' guidance for AI, agentic workflows in adtech
The Network Advertising Initiative has released practical guidance laying out acceptable and unacceptable uses of AI and agentic workflows within the advertising technology industry. The document is aimed at helping adtech companies apply AI responsibly as automated systems take on more decision-making roles in digital advertising.
Why this matters: Adtech already runs on systems most people never see, making decisions about what they read, buy, and believe. Add AI agents that can act autonomously inside those systems and the accountability gap gets wider. NAI guidance is not law, so companies can ignore it. But it marks where the industry is drawing its own lines, which matters when regulators eventually ask who was responsible for what. If you care about how personal data fuels automated advertising, this is where the self-policing starts — and where you can judge whether it is enough.
Who should care: Lawyers · Compliance · General readers · AI governance · Policy
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