Observed Signal · Mar 30, 2026 · Technical Release · Source: https://iabtechlab.com/feed/ · Impact: 4/5 · Sentiment: Positive
IAB Tech Lab Reports AAMP Progress After Two Months
Two months after launching the Agentic Roadmap (now AAMP — Agentic Advertising Management Protocols), IAB Tech Lab reports early industry adoption and technical progress. Buy- and sell-side Agent SDKs are available and being integrated (notably Kochava’s use in StationOne), an IAB Tech Lab Agent Registry is live and already contains registered agents from vendors including Amazon Ads and PubMatic, and the Registry functions as an MCP server interoperable with chatbots like Claude, Gemini and ChatGPT. The Seller Agent SDK includes pre-built integrations with PubMatic and Index Exchange (and FreeWheel for CTV/video). IAB Tech Lab also enabled an OpenRTB extension to support “Agentic Audiences,” a privacy-focused ephemeral audience representation donated by LiveRamp. More announcements are planned ahead of the Tech Lab Summit on May 28 in NYC.
IAB Tech Lab’s AAMP tools, SDKs, Agent Registry and OpenRTB extension are foundational technical standards that enable interoperability for agentic advertising across buy-side and sell-side systems and influence identity and programmatic protocols industry-wide.
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Key Takeaways & Evidence Grounding
- IAB Tech Lab launched the Agentic Roadmap now called AAMP (Agentic Advertising Management Protocols) and demonstrated a campaign creation in GAM.
- Buyer Agent SDK (open source) is being adopted by buy-side participants; Kochava integrated the agent into its StationOne product and at least one major agency buying system is testing integration.
- IAB Tech Lab Agent Registry is live and has registered agents including Amazon Ads, PubMatic MCP, GumGum MCP, Equativ MCP, Dstilley MCP, and Optable Audience Agent; the Registry also acts as an MCP server.
- AAMP Seller Agent SDK includes integrations with PubMatic MCP Server and Index Exchange APIs; FreeWheel MCP Server integration planned for CTV/video and a broadcaster is testing a customized Seller Agent.
- OpenRTB has been enabled to support an Agentic Audiences extension (donated by LiveRamp) that uses secure, ephemeral mathematical user representations instead of permanent identifiers.
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IAB Tech Lab Launches Unified Agentic Advertising Initiative
IAB Tech Lab announced the Agentic Advertising Management Protocols (AAMP), an umbrella initiative that groups its agentic standards, SDKs, and tooling for advertising. AAMP encompasses the Agentic Real‑Time Framework (ARTF), Agentic Audiences (formerly User Context Protocol), Buyer and Seller Agent SDKs, and other protocol work built on existing Tech Lab standards such as AdCOM and OpenDirect. IAB Tech Lab says ARTF is a high‑performance execution/control plane (claiming up to 90% latency reduction) while Agentic Protocols provide management schemas and reference implementations (Agentic Direct, Agentic Audiences, Agentic Mobile, Agentic Ad Objects). A third pillar, the Agent Registry, will provide agent identity, verification, and disclosure; the Registry is scheduled to launch next week. IAB Tech Lab previewed AAMP at its Agentic Bootcamp and unveiled it at Beet.TV’s Beet Retreat, and invites industry participants to join Agentic Task Forces for buyers, sellers, and audiences.
IAB Tech Lab Releases AAMP 2.0 Agent SDKs
IAB Tech Lab published AAMP 2.0, a production-ready release that delivers Buyer and Seller Agent SDKs for agentic programmatic trading. The release turns prior reference implementations into full-featured agent SDKs capable of discovery, negotiation, booking and audited transaction workflows. AAMP 2.0 includes a new Agentic Audiences OpenRTB community extension, a Prebid module, and an open‑source embedding scorer; the Agentic Audiences specification was donated by LiveRamp. The Buyer SDK adds multi-agent orchestration, a centralized Deals Library and campaign automation; the Seller SDK embeds standards (OpenDirect 2.1, AdCOM), media-kit management, a negotiation/pricing agent, state engine and connectors to ad servers and SSPs. Both SDKs are available on GitHub and support enterprise deployment patterns, multiple storage backends and integrations with common ad ecosystem partners.
IAB Tech Lab Advances AAMP with Kochava’s StationOne
IAB Tech Lab has unveiled an agentic roadmap called Agentic Advertising Management Protocols (AAMP) and announced a collaboration with Kochava to integrate an AAMP Buyer Agent SDK into Kochava’s StationOne platform as an open-source workspace. The StationOne workspace — now taken out of beta — is a downloadable desktop “orchestration layer” that connects AI models and ad‑tech tools via API keys and Model Context Protocol (MCP) integrations to support campaign execution, measurement, compliance, privacy and open data standards. The integration aims to accelerate industry adoption of standardized AI-driven media‑buying workflows and give Tech Lab members a place to test and implement AAMP-based processes amid concerns about fragmentation from competing agentic AI frameworks.
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