{"page":"/blog/aamp-vs-adcp-agentic-advertising-standards","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Date","Event","Source"],"rows":[["15 Oct 2025","AdCP launches, v2.0.0, six founders, 23 supporters, MCP-based with A2A","PPC Land"],["16 Oct 2025","First AdCP agent-to-agent media buy on LG Ads inventory (steward's claim)","AgenticAdvertising.org"],["Oct 2025","Anthony Katsur: \"What we don't need is another industry trade group\"","PPC Land, 2 Nov 2025"],["3 Nov 2025","LiveRamp donates the User Context Protocol (UCP) to IAB Tech Lab; later renamed Agentic Audiences","PPC Land, 1 Mar 2026"],["13 Nov 2025","ARTF v1.0 released for public comment (closes 15 Jan 2026)","IAB Tech Lab"],["4 Dec 2025","Deals API v1.0 for public comment (closes 31 Jan 2026); names seller, packager and curator entities","IAB Tech Lab"],["6 Jan 2026","IAB Tech Lab agentic roadmap: MCP, A2A, gRPC and protobuf mappings, open-source buyer and seller agents, registry","IAB Tech Lab"],["6 Jan 2026","AdCP absent from the roadmap announcement","The Current"],["6 Jan 2026","NBCUniversal, FreeWheel, RPA and Newton Research announce MCP-based agent-to-agent buying across linear and streaming for a Q1 2026 campaign; AdCP not named","Newton Research"],["Jan 2026","AdCP 2.5.3, last 2.x release","AdCP versions page"],["12 Feb 2026","First monthly IAB Tech Lab Agentic AI Boot Camp; AAMP architecture previewed","PPC Land, 1 Mar 2026"],["26 Feb 2026","IAB Tech Lab names the initiative AAMP; three pillars; seven protocol components","PPC Land, 1 Mar 2026"],["3 Mar 2026","Agent Registry live, free for members and non-members, entries tied to GPP ID","IAB Tech Lab roadmap letter; IAB Tech Lab, registry introduction"],["11 Mar 2026","Registry reaches 10 entries, including Amazon Ads MCP; all MCP, none A2A","PPC Land"],["24 Mar 2026","Kochava StationOne exits closed beta with an open-source AAMP Buyer Agent SDK workspace","GlobeNewswire via Yahoo Finance"],["7 Apr 2026","PMG integrates AAMP Buyer Agent architecture and Agent Registry into Alli","IAB Tech Lab"],["15 Apr 2026","Amazon Ads donates the Dynamic Traffic Engine to IAB Tech Lab; proposed to run within AAMP and update via ARTF","IAB Tech Lab"],["22 Apr 2026","AdCP 3.0.0 GA; channels expand from 9 to 20; brand.json; governance; idempotency_key on every mutating request","AdCP versions page; What's new in 3.0"],["Apr 2026","An unnamed major brand starts a $1 million US campaign through Scope3's agentic platform (Business Insider via PPC Land)","PPC Land, 27 Sep 2026"],["28 Apr 2026","OpenRTB live-content attributes and discount macros released for public comment (closes 28 May 2026)","IAB Tech Lab"],["13 May 2026","Adform opens its FLOW platform (DSP, ad server, DMP, ID Fusion) through an MCP server with 800+ capabilities","ExchangeWire"],["27 May 2026","Adform and Adsquare announce an ARTF integration: external agents run inside Adform's DSP for on-premise bid-request enrichment","ExchangeWire"],["Jun 2026","IAB Tech Lab Summit: AdCP presented as parallel to OpenRTB, not a replacement","Optable, 4 Jun 2026"],["11 Jun 2026","OpenRTB 2.6-202606 released: realtime, firstbroadcast, ${AUCTION_DISCOUNT_PCT}, ${AUCTION_DISCOUNT_CPM}","openrtb2.x releases"],["18 Jun 2026","AdCP 3.1.0 GA: distributed brand.json, signed brand verification, canonical creative formats, proposal lifecycle","AdCP versions page; AdCP release notes"],["Jun 2026","Affinity joins AgenticAdvertising.org as a founding member","PPC Land, 27 Sep 2026"],["30 Jul 2026","AAMP 2.3: deployment via Amazon Bedrock AgentCore and Databricks, privacy diligence gate, Meta buying, Google Ad Manager reporting, OpenDirect conformance, Agentic Audiences v1.0 transaction-ready","IAB Tech Lab"],["1 Aug 2026","AdCP 2.x fully deprecated","AdCP versions page"],["Aug 2026","Agentic Audiences v1.1, integrated with OpenRTB and Prebid","IAB Tech Lab standards page"],["13 Sep 2026","AdCP 3.1.22 emergency security and privacy patch (Trusted Match caching and embedding rules)","AdCP release notes"],["16 Sep 2026","IAB Tech Lab Programmatic Standard Practices v1 for public comment (closes 16 Oct 2026)","IAB Tech Lab"],["22 Sep 2026","AAMP 3.0 with OpenProposal for public comment (closes 22 Oct 2026)","IAB Tech Lab"],["23 Sep 2026","Scope3 renames itself Apostra; about 40 staff; 40 media partners; no transaction fees","PPC Land, 27 Sep 2026"],["23–24 Sep 2026","Adform CTO/CPO Jochen Schlosser: neither protocol runs at scale; \"Absolutely\" when asked whether very little money runs through both","ExchangeWire TraderTalk, 23 Sep 2026; PPC Land, 24 Sep 2026"],["30 Sep 2026","AdCP 3.2.1 GA: compact commercial lifecycle, cross-package frequency caps, Reliable Reporting 1.0 (experimental)","AdCP release notes"],["1–16 Oct 2026","AdCP 3.2.2 to 3.2.5 and 3.1.26 to 3.1.29 patch releases","GitHub releases"],["13 Oct 2026","Alkimi notes that IAB Tech Lab's material describes no \"AAMP compliant\" certification","Alkimi"],["17 Oct 2026","Agent Registry lists 49 agents","registry.iabtechlab.ai"],["5 Nov 2026","Next scheduled milestone: IAB Tech Lab International Summit, London","IAB Tech Lab standards page"]],"sourceUrls":[["https://ppc.land/ad-context-protocol-adcp-launches-for-advertising-automation/"],["https://agenticadvertising.org/"],["https://ppc.land/ad-context-protocol-divides-advertising-industry-on-agentic-ai-standards/"],["https://ppc.land/iab-tech-lab-names-its-agentic-ad-initiative-aamp-to-end-market-confusion/"],["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-releases-deals-api-to-standardize-programmatic-deal-sync/"],["https://iabtechlab.com/press-releases/iab-tech-lab-unveils-agentic-roadmap-for-digital-advertising/"],["https://www.thecurrent.com/data-privacy-iab-tech-lab-ai-agentic-roadmap-adcp"],["https://www.newton.ai/blog/nbcu-rpa-freewheel-newton-research-introduce-agentic-ai-buying"],["https://docs.adcontextprotocol.org/dist/docs/3.2.0-beta.11/reference/versions"],["https://ppc.land/iab-tech-lab-names-its-agentic-ad-initiative-aamp-to-end-market-confusion/"],["https://ppc.land/iab-tech-lab-names-its-agentic-ad-initiative-aamp-to-end-market-confusion/"],["https://iabtechlab.com/navigating-the-agentic-frontier-the-iab-tech-lab-2026-roadmap/","https://iabtechlab.com/introducing-the-iab-tech-lab-agent-registry/"],["https://ppc.land/iab-tech-labs-agent-registry-hits-10-with-amazon-and-new-deployment-types/"],["https://finance.yahoo.com/sectors/technology/articles/kochava-announces-open-source-stationone-133000514.html"],["https://iabtechlab.com/press-releases/pmg-integrates-iab-tech-lab-aamp-standards-into-alli-operating-system/"],["https://iabtechlab.com/press-releases/iab-tech-lab-announces-dynamic-traffic-engine-donation-from-amazon-ads/"],["https://docs.adcontextprotocol.org/dist/docs/3.2.0-beta.11/reference/versions","https://docs.adcontextprotocol.org/docs/reference/whats-new-in-v3"],["https://ppc.land/scope3-becomes-apostra-a-40-person-bet-on-ai-agents-that-trade-ads/"],["https://iabtechlab.com/press-releases/iab-tech-lab-announces-new-openrtb-attributes-including-live-content-for-public-comment/"],["https://www.exchangewire.com/blog/2026/05/13/adform-opens-full-stack-infrastructure-for-agentic-advertising/"],["https://www.exchangewire.com/blog/2026/05/27/adform-adsquare-launch-industry-first-agentic-real-time-framework-integration/"],["https://www.optable.co/blog/iab-tech-lab-summit-2026-recap-agentic-web"],["https://github.com/InteractiveAdvertisingBureau/openrtb2.x/releases"],["https://docs.adcontextprotocol.org/dist/docs/3.2.0-beta.11/reference/versions","https://docs.adcontextprotocol.org/docs/reference/release-notes"],["https://ppc.land/scope3-becomes-apostra-a-40-person-bet-on-ai-agents-that-trade-ads/"],["https://iabtechlab.com/press-releases/iab-tech-lab-releases-aamp-2-3-bringing-enterprise-grade-infrastructure-and-privacy-diligence-to-agentic-advertising/"],["https://docs.adcontextprotocol.org/dist/docs/3.2.0-beta.11/reference/versions"],["https://iabtechlab.com/standards/agentic-advertising-and-ai/"],["https://docs.adcontextprotocol.org/docs/reference/release-notes"],["https://iabtechlab.com/press-releases/iab-tech-labs-programmatic-standard-practices-available-for-public-comment/"],["https://iabtechlab.com/press-releases/iab-tech-lab-introduces-aamp-3-0-with-openproposal/"],["https://ppc.land/scope3-becomes-apostra-a-40-person-bet-on-ai-agents-that-trade-ads/"],["https://www.exchangewire.com/tradertalk/2026/09/23/understanding-agentic-protocols-with-adforms-jochen-schlosser/","https://ppc.land/neither-of-ad-techs-two-ai-agent-protocols-runs-at-scale-adform-cto-says/"],["https://docs.adcontextprotocol.org/docs/reference/release-notes"],["https://github.com/adcontextprotocol/adcp/releases"],["https://www.alkimi.org/news/what-is-aamp-standard"],["https://registry.iabtechlab.ai/"],["https://iabtechlab.com/standards/agentic-advertising-and-ai/"]]}