Miguel Morales
Ad tech · AI agents · Product and engineering

I build and manage advertising products, from real-time bidders to AI agents.

14 years in programmatic advertising. Most recently Director, Agentic Advertising at IAB Tech Lab, where I created the agent registry, managed the open-source buyer and seller agents, and led industry standards. Before that, co-founder and CTO of an ad measurement company and first employee and VP of Engineering at a mobile ad platform.

Email me LinkedIn GitHub

Selected work

Products and standards I built or managed. Everything here is public and linked.

IAB Tech Lab · 2025–2026

Agent Registry

A public directory where companies list their AI agents and MCP servers so other agents can find them.

  • Created it and onboarded Google, Meta, Amazon and TikTok among 45 agents
  • The registry is itself an MCP server, so any agent can search it
  • Built its reference agent in TypeScript with Google ADK
Registry Reference agent
IAB Tech Lab · 2025–2026

Buyer and seller agents

Open-source AI agents that negotiate programmatic advertising deals.

  • Managed the roadmap and launch of both agents
  • Replaced manual deal negotiation and order intake with production seller agents at several companies
  • Managed integrations for small publishers, large platforms and out-of-home companies
  • Ran customer discovery with buyer companies to focus the roadmap
Buyer agent Seller agent
IAB Tech Lab · 2023–2026

Industry standards

Standards work across real-time bidding, AI agents, measurement and privacy.

  • Led the Agentic Task Force (240 participants) to agreement on ARTF v1.0, a real-time bidding standard for agents
  • Authored the Agentic Audience extension to OpenRTB
  • Led Attribution Use Cases and AdMaP, and authored the Privacy Sandbox Fit-Gap Analysis
ARTF v1.0 Agentic Audience Attribution Fit-Gap
Lucidity · 2017–2020

Ad measurement platform

A platform that helped brands and agencies shift spend to better-performing supply paths and improve ROI.

  • Built a system that matched DSP, SSP and ad server data to find discrepancies and invalid impressions
  • Compared conversion rates by supply path (2% vs 5% on one campaign)
  • Named inventor on 2 patent applications in ad measurement
Patent applications
Infillion · 2012–2016

Real-time bidder and ad SDKs

A mobile ad platform where I was the first employee.

  • Shipped the bidder in under a month and scaled it to about 100k bid requests per second
  • Used machine learning to predict clicks, wins and conversions for bidding
  • Built location-based targeting and store-visit tracking
  • Shipped ad SDKs for Android, iOS, Unity and web
Projects

Taxonomy classifier and Amadeus

Hands-on AI work.

  • Benchmarked embedding models for IAB Content Taxonomy classification, weighing accuracy against cost, with a test set generated by Claude
  • Amadeus: an AI-assisted trading system with a human in the loop
Classifier Amadeus

Experience

Co-founded 3 companies and have contributed to OpenRTB since 2020.

  • 2023 – 2026
    Director, Agentic Advertising · IAB Tech Lab
    Agent registry, buyer and seller agents, and standards for AI agents, measurement and privacy.
  • 2020 – 2022
    Co-Founder and Product Architect · Umbrella Network, Infinite Games
    A blockchain data oracle serving thousands of data feeds, and developer tools for game studios.
  • 2017 – 2020
    Co-Founder and CTO · Lucidity
    Ad measurement and analytics for brands and agencies, including Toyota and GroupM.
  • 2012 – 2016
    VP, Engineering · Infillion
    First employee. Real-time bidder, mobile ad SDKs and dashboards; grew engineering to 20+.

Talks and writing

Contact

Based in Los Angeles and open to new roles. The fastest way to reach me is email.

therevoltingx@gmail.com LinkedIn GitHub