IAB Tech Lab Agentic and AI initiatives

Run the first real transactions on the open standard for agentic advertising

Pilot the Agentic Advertising Management Protocols (AAMP) Buyer Agent SDK and Seller Agent SDK with direct support from IAB Tech Lab’s Agentic team and help produce the case study the industry will be citing next.

100k foot view of the Agentic Era

Who Should Apply?

  •       Buy-side platforms, agencies, and brands building a buyer agent
  •       Publishers, SSPs, and sell-side platforms building a seller agent
  •       Adtech providers building on OpenDirect, the Deals API, AdCOM, or the Tech Lab Agent Registry

Why join the AAMP Pilot?

Be an early mover

Get hands-on with production-ready SDKs before the broader market. Pilot companies help define how agentic buying and selling actually works in practice.

Direct line to the builders

IAB Tech Lab’s Agentic team runs your kickoff demo and stays available to your developers for technical questions throughout the build.

Shape the standard

Pilot feedback feeds directly into the Agentic Task Force and the AAMP roadmap. Your integration challenges become the next version’s fixes.

Earn industry visibility

Pilot participants are first in line for co-branded case studies and press coverage highlighting real transaction results.

How the Pilot Works

  1. Apply: Tell us about your team and which SDK(s) you want to pilot.
  2. Kickoff demo: IAB Tech Lab’s Agentic team walks your developers through the SDK, the reference implementations, and the relevant GitHub repo(s).
  3. Build & integrate: Your engineers stand up your own Agent instance, with Tech Lab on call for technical questions.
  4. Run test transactions: Negotiate and transact real or sandboxed deals between agents, logged and auditable end to end.
  5. Publish results: We collaborate on a case study and press opportunity highlighting what your pilot achieved.

What IAB Tech Lab Provides

  • Live demos and developer Q&A directly with the Agentic team throughout your build
  • Reference implementations and open pull requests on the Buyer Agent and Seller Agent GitHub repos
  • Registration in the Tech Lab Agent Registry for discovery and trust signaling
  • Preferred opportunities to present at agentic Bootcamps and Tech Lab agentic webinars
  • A direct feedback channel into the Agentic Task Force via GitHub issues and PRs

What You'll Pilot

Buyer Agent SDK 2.0

A three-tier agent architecture covering orchestration, channel specialists, and functional agents that assembles media plans against a campaign brief in moments. In 2.0, these capabilities expand beyond direct-sold inventory to include programmatic deal creation and optimization, plus end-to-end campaign automation.

  •       Deals Library: a portable, cross-platform system of record for the deal lifecycle (quote → approval → booking).
  •       Discovery & Negotiation: finds seller agents via the Tech Lab Agent Registry, filters by trust signals and inventory, and negotiates using pre-negotiated rate cards.
  •       Campaign Automation: ingests a brief, allocates budget across channels, and books deals with human-in-the-loop approval gates.

Seller Agent SDK 2.0

A standards-first, supply-side agent that embeds OpenDirect 2.1, the Deals API, AdCOM, and IAB taxonomies directly into how it structures inventory, negotiates, and communicates with buyer agents.

  •       Media Kit Management: turns static rate cards into tiered, access-controlled storefronts that adapt to buyer identity and deal stage.
  •       Negotiation & Pricing Agent: configurable engine supporting automated or human-in-the-loop negotiation with dynamic, context-aware pricing.
  •       State Engine: governs the full deal and order lifecycle with audit logs and configurable approval gates.
  •       Integrations: ingests inventory from Google Ad Manager and FreeWheel; syncs deals with SSPs including PubMatic, Index Exchange, and Magnite.

Don’t see your use case supported? Let us know what you’d like to do!

AAMP FAQ

What is AAMP?

AAMP (Agentic Advertising Management Protocols) is IAB Tech Lab’s open, standards-based framework for agentic advertising, built across three pillars: Agentic Foundations, Agentic Protocols, and Trust & Transparency.

No. The Buyer Agent and Seller Agent SDKs are open source on GitHub and open to any company building agentic buying or selling capabilities.

That’s fine — you can pilot any piece or combination of functionality within any of the available the Buyer Agent SDK, the Seller Agent SDKs, or both, depending on where your team sits in the transaction.

Typical pilot length is 2-4 weeks depending on your integration scope, and you can often get an agent ready to test in 48 hours.

No cost to IAB Tech Lab Members. For non-members, IAB Tech Lab will provide up to 4 hours of virtual calls to get the agent live and then issues and pull requests will be handled via the Agentic Task Force.

No — it’s opt-in on the application form. Many pilot participants choose to participate for the case-study visibility, but it isn’t required to join the program.