IAB Tech Lab AAMP and OpenProposal

AAMP is IAB Tech Lab’s umbrella for agentic advertising. Its 3.0 release adds OpenProposal, a draft format for sellers to describe advertising products and answer buyer briefs in a form agents can read.

Where it stands

As of 2026-10-23, the Agentic Standards Map records:

IAB Tech Lab announced AAMP 3.0, “the next major release of its Agentic Advertising Management Protocols framework”, on 2026-09-22, with the specification OpenProposal, whose public comment period ran “until October 22, 2026”. The README of IABTechLab/OpenProposal says “Nothing here is a ratified IAB Tech Lab standard.”, and the specification at tag v3.0-draft-1 (2026-09-20) is headed “AAMP 3.0 · Draft for public comment” (read 2026-10-23).

Why it matters to agents

The README of IABTechLab/AAMP says “AAMP is the umbrella initiative under which all of Tech Lab’s Agentic work is being developed in partnership with the advertising ecosystem.”; OpenProposal “defines how sellers can represent advertising products and respond to buyer briefs in a standardized, agent-readable format”, and the release describes AAMP 3.0 as a way “for buyers and sellers to move from an RFP through proposal evaluation and toward a buy commitment”. …

Sources

• https://github.com/IABTechLab/AAMP
• https://github.com/IABTechLab/OpenProposal
• https://github.com/IABTechLab/OpenProposal/blob/v3.0-draft-1/spec/openproposal-3.0.md
• https://iabtechlab.com/press-releases/iab-tech-lab-introduces-aamp-3-0-with-openproposal/

Status and relevance quoted, shortened, from the Agentic Standards Map by Francesco Marinoni Moretto, CC BY 4.0, https://frmoretto.github.io/agentic-standards-map/. The full entry, with every dated source, is in map.json under iab-tech-lab-aamp.

Industry: advertising