# IAB announces AAMP 3.0 with OpenProposal spec for AI media buying

Digest AI · Policy & Regulation · published 2026-09-22T12:54:00Z

Canonical: https://digestai.news/story/iab-announces-aamp-3-0-with-openproposal-spec-for-ai-media-buying

## Summary

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 a uniform format and lets buyer agents automatically discover, compare, negotiate, and link deals to existing execution and reporting standards, with built‑in safeguards for pricing, order integrity, agent identity and duplicate transactions. The framework builds on existing IAB standards such as AdCOM, OpenDirect and the Deals API rather than replacing current programmatic infrastructure. OpenProposal is open for public comment until Oct. 22 2026.

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.

## 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.

## Why it matters

Standardizing AI‑driven media buying and measurement contracts could streamline programmatic workflows, reduce manual negotiation, and enable agents to evaluate more inventory.

## Sources

1. [IAB sets new standards for agentic buying and measurement](https://martech.org/iab-sets-new-standards-for-agentic-buying-and-measurement) (MarTech, 2026-09-22)

## Cite

Digest AI, "IAB announces AAMP 3.0 with OpenProposal spec for AI media buying", 22 September 2026, https://digestai.news/story/iab-announces-aamp-3-0-with-openproposal-spec-for-ai-media-buying

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