• by Laurie Sullivan , 3 hours ago

The IAB Tech Lab Agent Registry will launch March 1, and become a core component of the Agentic Advertising Management Protocols (AAMP) initiative.

It will serve as the “trust layer” of agentic commerce that enables companies to register their agents and provide transparency and accountability across the advertising ecosystem.

However, confusion has set in around the IAB Tech Lab’s programs. Anthony Katsur, CEO at IAB Tech Lab, specifically called out the Agentic Real-Time Framework (ARTF), which defines how agents execute inside systems, and turned to LinkedIn to set the “record straight.”

The ARTF is the "execution pillar" of the broader AAMP initiative. While AAMP is the overarching strategy for agentic advertising, ARTF provides the technical infrastructure required for it to function in real-time.

Katsur felt the advertising industry needed to completely understand the non-profit’s mission in AI agentic services.

“There is so much more to do,” Katsur wrote in a LinkedIn post, adding that he just wanted to “clear the air” by providing details.

“Whether it is ARTF, Agentic Audiences, or our Buyer and Seller Agent SDK’s these are components of a broader and more comprehensive initiative,” he wrote in the post on LinkedIn.

“Certain agentic tasks do not scale without a high-performance execution infrastructure,” he wrote. “Execution infrastructure is meaningless without shared standards. And the ecosystem needs a neutral party providing agent transparency.”

All are required for agentic systems that operate at scale without ambiguity, hallucination, or erosion of trust.

Most importantly, AAMP does not require reinvention. Advertising already has defined object models, taxonomies, and transaction semantics.

IAB Tech Lab announced ARTF in November 2025, and other initiatives followed. To get these projects going, there have been donations from LiveRamp, and CloudX to support agentic workflows in computer and mobile apps.

One project is what Katsur called a “delivery and execution control plane” -- essentially an operating system for AI agents. It provides the infrastructure needed for AI agents to think, communicate and act reliably. 

“This is where ARTF lives,” Katsur wrote. “ARTF defines how agent services can safely and deterministically operate within advertising systems, including real-time bidding environments, cutting latency by 90% and upleveling agentic real-time decisioning for quality and trust.”

In addition, a management layer defines how buyers and seller agents understand each other and negotiate transactions and where the agents transact orders and make deals, exchange audience signals and complete tasks required before execution.

Agentic protocols provide schemas, tools, and open-source reference implementations for integrating Agentic AI technology into agencies, brands, publishers, and ad-technology provider systems, he wrote.

This includes work that comes from the “Advertising Common Object Model,” such as Agentic Direct, Agentic Audiences, Agentic Mobile, and Agentic Ad Objects.