Last updated: September 22, 2026
What is AAMP?
AAMP is an IAB Tech Lab umbrella initiative for bringing agentic AI into the advertising ecosystem in a responsible and scalable fashion. AAMP’s objective is to build the foundations for deploying AI technology across all forms and shapes of advertising, covering end-to-end ad decisioning and delivery workflows, and providing continuity for the multi-billion dollar industry that exists today, by using the standards and taxonomies that power that industry.
AAMP has a defined roadmap, which is being executed as an open-source project with the Agentic Task Force at IAB Tech Lab weighing in on requirements. It also encompasses far more than a single framework.
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IAB Tech Lab's Approach to Agentic
The key agentic protocols – MCP from Anthropic, and Google’s Agent to Agent – perform best when they have utility schemas along with reference implementations to establish context. In fact, they thrive on Standardized Schemas, Standards are needed for referenceable context, so the agents are trained to execute the action asked in a natural language with repeatable accuracy.
That is why IAB Tech Lab’s approach to the agentic advertising future, as outlined by our CEO, Anthony Katsur starts with existing industry standards. It’s not because we’re resistant to change, but because these standards represent compressed industry knowledge refined through billions of transactions.
Video Explainer: What do we mean by Agentic Advertising?
This short video acts as a primer on how IAB Tech Lab views what Agentic Advertising actually is, and why it needs standards.
Recent AAMP Releases
AAMP 3.0 extends the framework to the RFP (or brief) stage of the digital workflow. OpenProposal is a new specification that enables the automation of the discovery and planning phase of a campaign.
OpenProposal opens up new opportunities for both the Buy side and the Sell side. The Sell side may find opportunities they may not previously have been considered for, and the Buy side will find better plans for their clients that match the client objectives from publishers they may not have previously considered.
AAMP 2.3 takes agentic media buying beyond demos and first live implementations to capabilities integrated into production media buying stacks and processes operating at scale with:
- Enterprise-Grade Deployment and Interoperability.
- Built in governance and trust.
- Making Audiences Transaction-ready.
AAMP 2.0 added 5 new transaction types to the initial AAMP OpenDirect framework. By adding support for the Deals API, AAMP now supports Programmatic Guaranteed, Preferred Deals, PMPs, and the open programmatic marketplace, as well as Linear GRPs.
AAMP 2.0 also made the Buyer and Seller Agent SDKs ready for real-world deployment at scale, with a production-ready implementation that prioritizes reliability, flexibility, and performance.
Buyer and Seller Agent SDKs
The Agentic ecosystem will start with a Buyer Agent and Seller Agent talking to each other. To help companies get started with this, we have included open-source reference implementation for Ad Buyer Systems and Ad Seller Systems.
You can download the Buyer Agent SDK and the Seller Agent SDK in our GitHub repository.
Watch the Buyer and Seller Agents in action!
In the webinar where we launched the Agentic Roadmap, now reframed as AAMP, COO Shailley Singh demonstrated how to use the Tech Lab reference SDKs to create a Media Plan based on a brief, negotiate with the seller, and then confirm the transaction and push it to Google Ad Manager (GAM). We have added that excerpt here.
This demo uses Agentic Technology in parallel with Tech Lab Standards including OpenDirect, AdCOM, and the Content, Ad Product, and Audience Taxonomies.
Access the Open-Source GitHub Repositories
Below you can link directly to the GitHub repositories for the different components of AAMP. This includes the new OpenProposal specification that is part of AAMP 3.0, along with the Buyer and Seller Agents SDKs, and the core agent orchestration layer. There is also a GitHub AAMP folder in the IAB Tech Lab Github that collections all of the related agentic specifications that you can bookmark.
IAB Tech Lab Agent Registry
An important component of AAMP is to provide trust and trasparency to the ecosystem. This is provided by the IAB Tech Lab Agent Registry, which is part of the Tools Portal, which is open to members, and non-members, and is free for anyone to sign up and register.
This registry provides neutral agent transparency and accountability across the ecosystem. It establishes a trusted framework for agent identity, verification, and disclosure so participants can confidently understand who (or what) they are transacting with.
You can read more about the Agent Registry here and view a demo video below. The roadmap for the Registry is set by the agentic task force, so if you have a great idea to enhance it, you can join and submit a proposal.
Agentic Webinar Replays
AAMP Explainer Videos
These short explainer videos provide an overview of some of the components of AAMP. We are continuing to add to this series, so if there is something you would like us to explain, let us know.
What is AAMP?
This short explainer video outlines our approach to Agentic Advertising and reviews the 3 pillars of the AAMP (Agentic Advertising Management Protocols) framework – Foundations, Protocols, and Trust and Transparency.
Sign up to join the Agentic Task Force and build with us by emailing techlab@iabtechlab.com.
Agentic Direct Transactions
This video explains how AAMP uses the OpenDirect Standard, along with AdCOM (the Advertising Common Object Model) to enable huge efficiencies in Agentic Direct sold campaigns. You can read more about the value of Agentifying OpenDirect on our blog.
Sign up to join the Agentic Task Force and build with us by emailing techlab@iabtechlab.com.
Additional Reading
Below you will find a selection of posts on different aspects of AAMP, what it means to “agentify” existing standards, and how AAMP has developed since it was announced in early 2026. You can find more to read about our approach to agentic advertising here.
Want to be part of the conversation and help develop the agentic Tech Lab Standards? Join the Agentic Task Force
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