IAB Tech Lab Targets Automated Media Buying With Agentic Protocols

By Constantine von Hoffman · MarTech · 2026-09-22

IAB Tech Lab Targets Automated Media Buying With Agentic Protocols

According to MarTech, the IAB Tech Lab is introducing the AAMP 3.0 framework to replace manual media planning tasks with machine-readable specifications. The new OpenProposal standard allows AI agents to evaluate publisher offerings and negotiate terms, while a separate measureme

According to MarTech, the IAB Tech Lab is introducing the AAMP 3.0 framework to replace manual media planning tasks with machine-readable specifications. The new OpenProposal standard allows AI agents to evaluate publisher offerings and negotiate terms, while a separate measureme