• by Laurie Sullivan , over 1 hour ago

IAB Tech Lab this morning unveiled the next major release of its Agentic Advertising Management Protocols framework to standardize the way media buyers and sellers are moving toward agentic advertising, and away from manual processes.

"As agents take on more of the work in media planning and buying, the industry needs a common framework for the RFP and proposal process," stated Anthony Katsur, CEO, IAB Tech Lab.

“OpenProposal” -- announced Tuesday as part of AAMP 3.0 -- brings that common framework to the media-buying manual process. It will be open for public comments until Oct. 22.

Digital media buying relies on standards for most stages, but the transition from a Request for Proposal (RFP) to a purchase has historically remained a manual, human-driven process.

As AI agents take over media discovery, evaluation, and planning, this manual gap poses a challenge.

Bridging the process means the industry must create unified standards that allow buyer and seller AI agents to exchange and evaluate proposals before executing a transaction.

OpenProposal -- a new specification -- defines how sellers can represent advertising products and respond to buyer briefs as a standard, agent-readable format.

It enables buying agents to discover and compare opportunities against a brief while giving sellers control over how their inventory and ad products are represented. When approved, it will be built into the Buyer and Seller Agent SDK reference implementations.

OpenProposal will connect to the IAB Tech Lab standards being used across AdCOM, OpenDirect, and the Deals API.

Combined, these standards provide a common foundation for agentic workflows to move from discovery and planning through negotiation, buying, execution and reporting.

AAMP 3.0 provides a seven-stage framework that automates the entire digital advertising process. It allows sellers to publish inventory and enables buyers to discover, compare, and qualify matching audience opportunities.

It also supports negotiation, campaign execution, and performance reporting using existing industry infrastructure.

OpenProposal makes publisher ad products readable by agentic agents and gives publishers a standard way to make advertising products understandable to buying agents and create proposals in response to buyer briefs.

Proposal can include information for buyers to better understand the way products can be bought, executed, measured and evaluated, giving media an easier way to evaluate a broader selection of potential media.

AAMP agent software development kits (SDKs) will continue to support deterministic guardrails that oversee pricing, ad packages, orders and media buying details, as trust in agents increases and identity is strengthened across transactions to help ensure consistent responses and data integrity as agents operate at greater speed and scale, according to the IAB Tech Lab.