Observed Signal · Apr 10, 2026 · Technical Release · Source: State of Streaming · Impact: 3/5 · Sentiment: Positive
PMG Integrates AAMP Standards into Alli Agentic OS
PMG has integrated IAB Tech Lab's Agentic Advertising Management Protocols (AAMP) into its proprietary Alli agentic media‑buying operating system, making one of the first live deployments of the agentic buying framework. The integration connects Alli to Tech Lab's Buyer Agent and Sub-Agent architecture and to the Agent Registry credentialing layer, enabling discovery, verification and interoperable transactions with registered counterparty agents. PMG previously piloted a direct integration between Alli and FreeWheel's MCP campaign intelligence layer; adding AAMP standardization aims to reduce integration costs, speed deployment across verticalized buyer/sub‑agent hierarchies, and enable Alli to transact with external registered agents without bespoke negotiations. The article quotes IAB Tech Lab CEO Anthony Katsur and PMG's Michael Treon on the operational and interoperability benefits. Publication date: 2026-04-10.
Standards adoption by an agency OS enables interoperable agentic buying, lowering integration costs and accelerating cross‑vendor agent deployments—an important infrastructural step for agentic AdTech but not a platform-level policy shift.
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Key Takeaways & Evidence Grounding
- PMG integrated IAB Tech Lab's Agentic Advertising Management Protocols (AAMP) into its Alli operating system.
- The integration connects Alli to the Buyer Agent and Sub-Agent architecture and the Agent Registry for discovery and credentialing.
- Alli previously piloted a direct integration with FreeWheel's MCP campaign intelligence layer earlier in 2026.
- PMG adopted open AAMP standards rather than building proprietary agent architecture to enable interoperability and lower future integration costs.
- IAB Tech Lab CEO Anthony Katsur and PMG Head of CTV and Video Strategy Michael Treon are quoted on the value of agent interoperability and operational gains.
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PMG pushes agency model into platform-led buying
PMG founder and CEO George Popstefanov argues the company has long operated beyond a traditional agency by pricing outcomes rather than hours and building a shared operating system, Alli, that surfaces data and executes media. PMG built Alli Buyer Cloud as its alternative to standard DSPs, offering impression-level clearing prices, direct publisher integrations (NBCUniversal, CBS Sports, Universal) and a refusal to take principal media positions. PMG reported roughly 38% revenue growth in 2024 (reported) and is among early partners piloting FreeWheel’s AI agent infrastructure to connect Alli to streaming inventory and monitor deal performance in real time. The firm positions its data layer—ingesting, contextualizing and acting on brand data—as the foundation for moving from marketing execution to broader business transformation for clients such as Nike.
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 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.
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