IAB Tech Lab Has Released AAMP 3.0
The new specification aims to standardize advertising proposal processes for AI agents.
Updated on Sept. 22, 2026 in Advertising
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The IAB Tech Lab has announced AAMP 3.0, a major update designed to streamline how advertising inventory is bought and sold through agentic technology. This release introduces the OpenProposal specification, which allows buying agents to interpret and compare seller offers against specific buyer briefs.
Why it matters
Current media buying workflows rely on manual intervention between the initial request and final commitment, creating a significant bottleneck for automated systems. Establishing a common language for these exchanges is essential for scaling agentic advertising.
The AAMP 3.0 release introduces the OpenProposal specification to bridge the gap between media buyer briefs and seller product representations. This update integrates with existing protocols such as AdCOM, OpenDirect, and the Deals API to ensure technical compatibility.
The players
IAB Tech Lab
This is a non-profit consortium that develops global technical standards and solutions for the digital advertising industry.
IAB Australia
This is a regional trade association that is currently running a seller-side pilot for the new AAMP reference implementations.
The details
The new framework uses idempotency to prevent duplicated requests when instructions are retried by AI systems, ensuring more reliable transaction execution. IAB Australia is currently testing these reference implementations in a pilot program to validate the standard on the seller side.
Timeline
IAB Tech Lab announced the AAMP 3.0 update on September 22, 2026.
The public comment period for the OpenProposal specification closes on October 22, 2026.
Market Landscape
The AAMP 3.0 release follows a pattern set by the IAB Tech Lab's AdCOM protocol to unify technical standards. By codifying these interactions, the IAB seeks to reduce fragmentation in the emerging market for agentic advertising tools.
Advertisers and media buyers can expect more efficient automated bidding as these standardized agents become widely adopted. This shift promises to reduce manual errors in media buying while improving the speed at which campaigns can be executed.
The takeaway
Standardization is a necessary step for transitioning from manual to autonomous advertising workflows. Businesses should monitor the integration of these protocols into existing buying SDKs to prepare for future automated operations.
What happens next
The public comment period for the OpenProposal specification is scheduled to conclude on October 22, 2026.
Further reading
For more information on the evolving standards for digital media, visit the Advertising section.
More information
Review the full OpenProposal specification and feedback portal to track the upcoming changes.
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