{"page":"/blog/aamp-vs-adcp-agentic-advertising-standards","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Dimension","AAMP (Agentic Advertising Management Protocols)","AdCP (Ad Context Protocol)"],"rows":[["Sponsor and governance","IAB Tech Lab, member-funded standards body; CEO Anthony Katsur (IAB Tech Lab, 6 January 2026)","AgenticAdvertising.org, described in the AdCP repository as a pending 501(c)(6) trade association incorporated in Delaware with four equally weighted voting classes: brands, agencies, publishers, technology providers (adcontextprotocol/adcp on GitHub, accessed 17 October 2026)"],["Launch","ARTF v1.0 public comment 13 November 2025; roadmap 6 January 2026; AAMP name 26 February 2026 (IAB Tech Lab, 13 November 2025; PPC Land, 1 March 2026)","15 October 2025, version 2.0.0 (PPC Land, 16 October 2025)"],["Scope","\"Agentify\" existing standards: OpenRTB, OpenDirect, AdCOM, Deals API, Agentic Audiences, creative, mobile (CloudX); add an execution framework (ARTF), guardrails and a registry (PPC Land, 1 March 2026)","New task-based protocol for media buy, signals, creative, brand and governance; discovery via adagents.json and brand.json; 20 planning channels in 3.0 (AdCP, What's new in 3.0)"],["Components","Three pillars: Agentic Foundations (ARTF, Guardrails), Agentic Protocols (Buyer and Seller Agent SDKs plus seven protocol components), Trust and Transparency (Agent Registry) (PPC Land, 1 March 2026); OpenProposal added in 3.0 (IAB Tech Lab, 22 September 2026)","Media Buy, Signals, Creative, Brand (brand.json, rights tasks), Governance (experimental), capabilities discovery via get_adcp_capabilities; Reliable Reporting 1.0 (experimental) in 3.2 (AdCP release notes)"],["Transport","MCP and A2A wrappers around existing objects; gRPC and Protocol Buffers mappings; ARTF runs third-party containers inside an exchange or DSP (IAB Tech Lab, 6 January 2026; RTBlint guide, accessed 17 October 2026)","MCP primary, A2A supported with the same functionality (PPC Land, 16 October 2025)"],["Named participants","ARTF working group per PPC Land: Amazon Ads, Index Exchange, OpenX, The Trade Desk, Netflix, Yahoo, Paramount, Optable, HUMAN Security, Magnite, PubMatic, WPP Media, Basis Technologies (PPC Land, 1 March 2026); AAMP 2.3 contributors: AWS, Databricks, SafeGuard Privacy, HyperMindZ, Mixpeek, Adform (IAB Tech Lab, 30 July 2026); implementers: PMG, Kochava","Founders: PubMatic, Scope3 (now Apostra), Swivel, Triton Digital, Optable, Yahoo; supporters at launch included Magnite, Kargo, LG Ad Solutions, Samba TV, The Weather Company, MiQ, Raptive, Newton Research (PPC Land, 16 October 2025); Affinity joined as a founding member in June 2026 (PPC Land, 27 September 2026); 154+ members claimed (AgenticAdvertising.org, accessed 17 October 2026)"],["Spec status (17 October 2026)","AAMP 3.0 in public comment to 22 October 2026; AAMP 2.3 current release; ARTF v1.0 comment closed 15 January 2026, v2.0 \"underway\"; Agentic Audiences v1.1 August 2026 (IAB Tech Lab standards page; RTBlint guide)","3.2 is current stable (3.2.1 GA 30 September 2026; 3.2.5 tagged 16 October 2026); 3.1 and 3.0 maintained; 2.x fully deprecated 1 August 2026; 4.0 targeted early 2027 (AdCP release notes; GitHub releases, accessed 17 October 2026; AdCP versions page)"],["Open source","Buyer and Seller Agent SDKs published as open-source reference implementations on GitHub; registry free to members and non-members (IAB Tech Lab 2026 roadmap letter); no \"AAMP compliant\" certification exists (Alkimi, 13 October 2026)","Spec and reference implementation under Apache 2.0 per the repository (launch coverage reported MIT); 254 stars and 5,351 commits on 17 October 2026; sell-side reference implementation maintained by the Prebid community (GitHub, accessed 17 October 2026; PPC Land, 16 October 2025)"],["What it changes in OpenRTB and the bidstream","ARTF lets a host run third-party agent containers next to the auction and lets them enrich or rewrite a bid request mid-flight over gRPC; IAB Tech Lab claims up to 80% lower request and response times (IAB Tech Lab, 13 November 2025). Amazon's donated Dynamic Traffic Engine lets DSPs publish bid-request priorities that SSPs poll, to cut QPS (IAB Tech Lab, 15 April 2026). Agentic Audiences v1.1 is \"integrated with OpenRTB and Prebid\" (IAB Tech Lab standards page)","Nothing in the bid request. AdCP sits above the auction: agents discover products, agree packages and create media buys, then execution happens on existing rails (deal IDs, PG, direct IOs). Optable's summit recap describes it as parallel to OpenRTB rather than a replacement (Optable, 4 June 2026)"],["Adoption evidence","Agent Registry: 10 entries on 11 March 2026 (Amazon Ads MCP, PubMatic, Equativ, Optable, Dstillery, Burt, HyperMindZ, Mixpeek), all MCP, none A2A (PPC Land, 11 March 2026); 49 entries on 17 October 2026 including Magnite Orchestration MCP (registry, accessed 17 October 2026). PMG Alli integration 7 April 2026; Kochava StationOne 24 March 2026; Adform and Adsquare ARTF integration 27 May 2026 (IAB Tech Lab, 7 April 2026; GlobeNewswire via Yahoo Finance, 24 March 2026; ExchangeWire, 27 May 2026)","First agent-to-agent buy 16 October 2025 on LG Ads (AgenticAdvertising.org); a $1 million US campaign started April 2026 and about $1.2 million in cumulative agentic buys reported for Apostra; Apostra has built adapters for Google, Meta, Amazon, Reddit and ChatGPT Ads (PPC Land, 27 September 2026); 3.1.22 emergency security and privacy patch on 13 September 2026 shows the spec is in use (AdCP release notes)"]],"sourceUrls":[["https://iabtechlab.com/press-releases/iab-tech-lab-unveils-agentic-roadmap-for-digital-advertising/","https://github.com/adcontextprotocol/adcp"],["https://iabtechlab.com/press-releases/iab-tech-lab-announces-agentic-rtb-framework-artf-v1-0-for-public-comment/","https://ppc.land/iab-tech-lab-names-its-agentic-ad-initiative-aamp-to-end-market-confusion/","https://ppc.land/ad-context-protocol-adcp-launches-for-advertising-automation/"],["https://ppc.land/iab-tech-lab-names-its-agentic-ad-initiative-aamp-to-end-market-confusion/","https://docs.adcontextprotocol.org/docs/reference/whats-new-in-v3"],["https://ppc.land/iab-tech-lab-names-its-agentic-ad-initiative-aamp-to-end-market-confusion/","https://iabtechlab.com/press-releases/iab-tech-lab-introduces-aamp-3-0-with-openproposal/","https://docs.adcontextprotocol.org/docs/reference/release-notes"],["https://iabtechlab.com/press-releases/iab-tech-lab-unveils-agentic-roadmap-for-digital-advertising/","https://rtblint.org/guides/iab-agentic-advertising-standards/","https://ppc.land/ad-context-protocol-adcp-launches-for-advertising-automation/"],["https://ppc.land/iab-tech-lab-names-its-agentic-ad-initiative-aamp-to-end-market-confusion/","https://iabtechlab.com/press-releases/iab-tech-lab-releases-aamp-2-3-bringing-enterprise-grade-infrastructure-and-privacy-diligence-to-agentic-advertising/","https://ppc.land/ad-context-protocol-adcp-launches-for-advertising-automation/","https://ppc.land/scope3-becomes-apostra-a-40-person-bet-on-ai-agents-that-trade-ads/","https://agenticadvertising.org/"],["https://iabtechlab.com/standards/agentic-advertising-and-ai/","https://rtblint.org/guides/iab-agentic-advertising-standards/","https://docs.adcontextprotocol.org/docs/reference/release-notes","https://github.com/adcontextprotocol/adcp/releases","https://docs.adcontextprotocol.org/dist/docs/3.2.0-beta.11/reference/versions"],["https://iabtechlab.com/navigating-the-agentic-frontier-the-iab-tech-lab-2026-roadmap/","https://www.alkimi.org/news/what-is-aamp-standard","https://github.com/adcontextprotocol/adcp","https://ppc.land/ad-context-protocol-adcp-launches-for-advertising-automation/"],["https://iabtechlab.com/press-releases/iab-tech-lab-announces-agentic-rtb-framework-artf-v1-0-for-public-comment/","https://iabtechlab.com/press-releases/iab-tech-lab-announces-dynamic-traffic-engine-donation-from-amazon-ads/","https://iabtechlab.com/standards/agentic-advertising-and-ai/","https://www.optable.co/blog/iab-tech-lab-summit-2026-recap-agentic-web"],["https://ppc.land/iab-tech-labs-agent-registry-hits-10-with-amazon-and-new-deployment-types/","https://registry.iabtechlab.ai/","https://iabtechlab.com/press-releases/pmg-integrates-iab-tech-lab-aamp-standards-into-alli-operating-system/","https://finance.yahoo.com/sectors/technology/articles/kochava-announces-open-source-stationone-133000514.html","https://www.exchangewire.com/blog/2026/05/27/adform-adsquare-launch-industry-first-agentic-real-time-framework-integration/","https://agenticadvertising.org/","https://ppc.land/scope3-becomes-apostra-a-40-person-bet-on-ai-agents-that-trade-ads/","https://docs.adcontextprotocol.org/docs/reference/release-notes"]]}