IAB announces AAMP 3.0 with OpenProposal spec for AI media buying
IAB Tech Lab unveiled AAMP 3.0, the latest version of its Agentic Advertising Management Protocols framework. The update introduces OpenProposal, a machine‑readable specification that standardises the exchange between an advertiser’s brief and a purchase commitment, a step that has traditionally relied on manual proposal handling. OpenProposal enables seller platforms to describe ad products in…
Key points
- IAB Tech Lab released AAMP 3.0, adding the OpenProposal spec for machine‑readable ad‑product proposals.
- OpenProposal lets buyer agents discover, compare, and negotiate ad packages automatically, with safeguards on pricing and duplicate transactions.
- Measurement Services Addendum v1.0, also open for comment until Oct. 22 2026, proposes a modular contract for ad measurement services.
In a separate effort, IAB released Measurement Services Addendum v1.0, a proposed contractual template covering advertising measurement, verification, attribution and analytics services. Intended for advertisers, agencies, publishers, media owners, platforms and measurement providers, the addendum offers a common starting point for measurement agreements and can be adopted as‑is or adapted to specific technologies and business models. This addendum is also open for comment through Oct. 22 2026 and joins IAB’s General Terms v1.1 and Direct Buy Addendum v1.0 in a modular legal framework for digital advertising.
IAB sets new standards for agentic buying and measurement
MarTech · 22 September 2026Loading the full article…
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