We can’t believe it’s been 2 months since the IAB Tech Lab launched its Agentic Roadmap (now known as AAMP Agentic Advertising Management Protocols from IAB Tech Lab) with a live demo showing the exchange of proposals and the creation of a campaign in GAM. A lot has been accomplished since then.
If you’re not following along with the GitHub commits in the open source repositories, here are 4 things you need to know about, and look into trying out, that the Agentic Task Force has already made available for the industry to work with.
Buyer and Seller Agent SDKs already being adopted
The Buyer Agent SDK that AAMP released in the open source GitHub has already been adopted by Buy-side participants. Kochava, a Buy-side data solution has integrated the agent into their new StationOne product, and at least one of the major agency buying systems is actively testing an integration that they will be announcing very soon. Stay tuned!
Agents are already Registering
The 3rd pillar of the AAMP initiative is “Trust and Transparency” embodied by the IAB Tech Lab Agent Registry, where anyone with a free Tools Portal login can register their agent and define its purpose and how to connect. A number of agents have already registered and are interacting with the registry, including Amazon Ads, PubMatic MCP, GumGum MCP, Equativ MCP, Dstilley MCP, and Optable Audience Agent
The Registry is also its own MCP server, with support for being interrogated by other agents for discovering and integrating industry agents and MCP servers as well as accessing via chatbots, including Claude, Gemini, and ChatGPT. Or you can build your own UX on top of it.
Integrations with Key Supply Chain Intermediaries
The AAMP Seller Agent SDK comes with built-in integrations with some key companies on the supply-side of the ecosystem. We have added integrations with the PubMatic MCP Server, and with the Index Exchange APIs, so that the Seller Agent can easily communicate with those partners. For CTV and Video sellers the agent will also integrate with FreeWheel’s MCP Server, and a major broadcaster is currently running tests on their customized version. All of these pre-built integrations make it easy for sellers to download the Agent SDK and quickly start experimenting and testing with their own use cases and customizations.
Agentic Audiences OpenRTB extension
Agentic Audiences, as donated by LiveRamp, is one of the most powerful components of AAMP. It enables agents to reason about users based on secure, ephemeral mathematical representations rather than permanent identifiers, which is a paradigm shift in how signal is created, shared, and activated. OpenRTB has now been enabled to support the inclusion of Agentic Audiences as an extension. Early adopters can start experimenting with this new capability, and validate how it maps to the Audience Taxonomy.
What’s Next?
We are only getting started, and there will be many more announcements in the two months leading up to Tech Lab Summit: Welcome to the Agentic Web, on May 28, in NYC.
If you want to contribute to AAMP head to our GitHub today, test and initiate pull requests, or create issues for features you want to see added. Or you can join the Agentic Task Force which provides governance to the framework and attend our Bootcamps to suggest use cases where AAMP can provide value in the supply chain. There is also a members slack channel for discussion on specific agentic AI topics. Together we will build the future of Agentic Advertising based on the standards that represent the sum total of industry knowledge developed over twelve years’ worth of learnings and definitions by consensus of the industry in our Working Groups.
Barnaby Edwards
Sr Director, Product Marketing
IAB Tech Lab