IAB Tech Lab’s AAMP (Agentic Advertising Management Protocols) initiative provides reference implementations for creating Agentic Advertising Agents that follow existing standards for the digital advertising ecosystem, making it easy to create an Agent. But once you have built your Agent with your company’s “secret sauce” embedded, how will your partners find it? And will they know what the capabilities of the Agent are? The IAB Tech Lab Agent registry is here to bring trust and transparency to the Agentic Advertising ecosystem.
You can watch a demo below:
The Agent Registry is part of the IAB Tech Lab Tools Portal, which also houses the Transparency Center and registration for GPP (Global Privacy Protocol) IDs. The Tools Portal is open to both members and non-members and is free to register and use. At launch, we already have some early supporters registered, including Equativ and PubMatic, amongst others.
Curt Larson, Chief Innovation Officer at Equativ said “Connecting our programmatic ads ecosystem to agentic flows holds great promise for both efficiency and improved outcomes. It’s critical that we do so in a way that enables the existing measurement, transparency, safety, and accountability mechanisms to continue to function. The tech lab’s agentic initiatives allow us to have the best of both worlds – the agentic promise and the standards we’ve worked for many years to build around programmatic.”
In the Registry, you can define the agents you have brought to market, categorize them, and provide additional details about their capabilities. Agents can be assigned to several Tech Lab-defined categories, including Demand Side Platform, Identity Resolution, Measurement & Attribution, Customer Data Platform, and Consent Management. The Registry enables you to register both MCP and A2A agents, describe the purpose of the Agent, and define the maturity level of the Agent.
Every company that registers will be associated with their GPP ID, which includes the IAB TCF (Transparency and Consent Framework) GVL (Global Vendor List) Ids for validation, and IAB Tech Lab will review each entry to ensure all necessary validation information is provided. Additionally, these validation tools are available in the Tools Portal for users to perform their own verification.
Nishant Khatri, EVP, Product Management at PubMatic noted “The IAB Tech Lab Agent Registry is a critical step towards building the interoperable infrastructure digital advertising needs to fully realize the potential of agentic AI. At PubMatic, we believe agentic is the present and the future, and we are committed to helping shape the foundation the industry needs. We are proud to be part of this inaugural registry, opening access to AgenticOS, our innovative agentic platform, through agent-to-agent capabilities that enable more intelligent, efficient workflows across the entire ecosystem.”
Registry users can browse the registered Agents, filter them by category, review their defined purpose, and learn how to connect with them. This can be done through the UI in the Tools Portal or programmatically via the REST API documented in the Portal.
As befits a registry of Agents, the registry is itself an MCP server, which means it can be used as a tool for Agents like Claude, Cursor, or your own Agents. This means that anyone can develop an Agent that can query the registry to answer questions like: ‘give me a list of seller agents’, ‘give me a list of buyer agents’, or any other lens through which you may want to search.
As with all things AAMP and Agentic we are still in the “test and learn” phase, so we already have a roadmap for future features in the registry that we will be releasing in the coming weeks. These include:
- Providing the ability for users to score and rate registered agents and to leave feedback
- Introducing a Geo or Country flag for filtering and sorting
- Supporting local or private tenants, agentic containers, and downloadable/local MCP servers & agents
- Creating the ability to verify that seller agent actually represents a property (like ads.txt for agents)
- Adding the ability to update existing agents by authorized users alongside a streamlined approval process.
Having this open registry will foster additional trust and transparency in the agentic advertising ecosystem. Take a look at what we have developed so far, register your agents, review what other companies have registered, and try out the MCP Server connection. We will be pushing updates based on feedback every week, so if you have suggestions for improvements or new features, outside of the roadmap items that the registry should include, you can email support@iabtechlab.com, or log an issue in the AAMP GitHub.
Anthony Katsur
CEO
IAB Tech Lab