• by Laurie Sullivan , 7 hours ago

IAB Tech Lab, the Interactive Advertising Bureau’s technology arm, has been working on a roadmap for agentic advertising standards, with advancements similar to what powers the ecosystem today, to easily move systems into production.

On Thursday, the organization released the “AAMP 2.3” framework, an update to the Agentic Advertising Management Protocols designed specifically for enterprises.  

Today's release introduces new capabilities intended to make agentic deployments more practical.

The updated framework was designed to improve consumer privacy and regulations, and has been tested to ensure all decisions are made with accuracy and precision.

Amazon Bedrock, a fully managed cloud service from Amazon Web Services (AWS); and Databricks, a cloud-based data analytics and artificial intelligence platform, are compatible with the updated framework.

It also can expand buying across additional platforms like Meta, or integrate with Google Ad Manager reporting, build on new open-source contributions from HyperMindz and Mixpeek, and execute programmatic advertising transitions autonomously.

Anthony Katsur, CEO, IAB Tech Lab, explained the expansions for the “AAMP 2.3” framework.

"The industry has already shown what's possible with AI agents,” Katsur stated. “Now the focus is making them reliable in the environments where advertising actually happens."

During the past year, companies have demonstrated that AI agents can automate planning, buying, selling, and optimization.

The next phase is giving the industry a common framework that allows those capabilities to operate inside the technology environments companies use today.

IAB Tech Lab believes this update, AAMP 2.3, will enable AI agents to handle more transactional decisions smoother.

It integrates the IAB Diligence Platform and SafeGuard Privacy directly into the Buyer Agent, helping organizations embed privacy into agent workflows.

It improves pricing guardrails, accuracy and integrity of transaction data to give advertisers--buyers and sellers--greater confidence as agentic advertising moves into production. And it prepares Agentic Audiences for fully programmatic and agentic transactions.

Inventory availability is always based on real, not derived, numbers, according to the announcement.