At IAB Tech Lab, we couldn’t be more excited about laying the foundations for bringing the efficiency and effectiveness of AI agents in digital advertising and marketing. We’ve been paving the way for it to happen since before most people knew what Agentic was. And our goal right from the start was to deliver speed, structure, security, and trust. Because without those, there’s no agentic advertising future worth having. AAMP, the Agentic Advertising Management Protocols builds on a robust set of well-established core standards that already power digital advertising, with Buyer and Seller Agent SDKs, trained on those standards.
There are already widely used transaction, management, and delivery standards for advertising, such as OpenRTB, AdCOM, OpenDirect, VAST, and the recently released Deals API. There are impression measurement standards, such as the Open Measurement Interface Definition (OMID) powered by OM SDK for advertisement exposure events and the ECAPI specification for advertiser outcome events. There are privacy and regulatory frameworks such as the Global Privacy Protocol (GPP) and Transparency & Consent Framework (TCF). There are also critical taxonomies – Ad Product taxonomy, Privacy taxonomy, Content, and Audience taxonomy.
In 2026, IAB Tech Lab will be “agentifying” these existing standards and releasing Agentic Protocol SDKs to lay the foundation for an Agentic Advertising future.
Learn about our major Agentic and LLM initiatives
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AAMP Agentic Advertising Management Protocols
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Tech Lab Summit 2026: The Agentic Web
Agentic and AI Standards and Guidance
| Tech Lab Specification | Description | Most Recent Release | Release Version | Working Group Responsible |
|---|---|---|---|---|
| Agentic Real Time Framework (ARTF) | The Agentic Real Time Framework (ARTF) specification defines a foundation for implementing agent services which operate within a host platform and that the orchestrating platform can call directly to accomplish a shared goal. The model leverages containers which are deployed into the infrastructure of a host to enable delegation of critical aspects of bidstream processing to service agents in a consistent manner, with minimal cost, latency and operational impacts. The framework enables this by establishing standard requirements for container runtime behavior and by defining an API which enables reliable, protected and private bidstream mutation. | November 2025, Public Comment | N/A | Agentic Task Force |
| CoMP (Content Monetization Protocols) Initiative | The CoMP initiative is designed to help publishers and brands work with LLMs to monetize content and ensure accuracy, and to help rebuild the quality information supply chain. | Sept 2024 | N/A | Content Monetization Protocols (CoMP) for AI Working Group |
| Agentic Audiences (formerly UCP) | Agentic Audiences is an open standard that defines how intelligent agents in advertising exchange signals—identity, contextual, and reinforcement information—that represent a consumer’s real-time intent and response to advertising. | November 2025 | v1.0 | Agentic Task Force |
| AAMP (Agentic Advertising Management Protocols) | IAB Tech Lab’s approach to the agentic advertising future - AAMP- starts with existing industry standards. AAMP has 3 pillars - Foundations, Protocols, and Trust. In our GitHub are reference implementations of Buyer and Seller Agents integrated with OpenDirect that can be downloaded and adapted today. More will follow. | Jan 28, 2026 | v1.0 | Agentic Task Force |
Agentic and AI Working Groups
Agentic and AI Software
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