Glossary
AAMP (Agentic Advertising Management Protocols)
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AAMP is IAB Tech Lab's umbrella initiative, named on 26 February 2026, for making its existing advertising standards usable by AI agents: it comprises the Agentic RTB Framework and guardrails (foundations), buyer and seller agent SDKs with seven protocol components (protocols), and the Agent Registry (trust and transparency).
The seven components map onto existing specifications: Agentic Audiences (the former User Context Protocol donated by LiveRamp), Agentic Ad Objects (AdCOM), Agentic Direct (OpenDirect), Agentic Deals (Deals API), Agentic Bid (OpenRTB), Agentic Creative and Agentic Mobile (CloudX) (PPC Land, 1 March 2026). Milestones: ARTF v1.0 public comment 13 November 2025 to 15 January 2026; Agent Registry live 3 March 2026; AAMP 2.3 on 30 July 2026 with deployment through Amazon Bedrock AgentCore and Databricks, a privacy-diligence gate and OpenDirect conformance; AAMP 3.0 with OpenProposal in public comment from 22 September to 22 October 2026, defining how sellers answer briefs in agent-readable form across a lifecycle from Publish to Report (IAB Tech Lab, 13 November 2025; IAB Tech Lab, 30 July 2026; IAB Tech Lab, 22 September 2026). The SDKs are open-source reference implementations; there is no "AAMP compliant" certification (Alkimi, 13 October 2026).
What AAMP changes for an engineer: ARTF lets a third party's container run inside an exchange or DSP and enrich or rewrite bid requests mid-auction over gRPC, which is a security decision as much as a feature; Agentic Audiences v1.1 (August 2026) carries embeddings and is "integrated with OpenRTB and Prebid" (IAB Tech Lab standards page). Implementers named publicly include PMG (Alli, 7 April 2026), Kochava (StationOne, 24 March 2026) and Adform with Adsquare (ARTF, 27 May 2026).
Example: a registry entry is an MCP server with a company's GPP ID attached; a buyer agent built on the Buyer Agent SDK discovers it, exchanges an OpenProposal, and binds the result through the Deals API.
Related: agentic advertising, AdCP, OpenRTB, deal ID, consent string.
Source: IAB Tech Lab, Agentic Advertising and AI standards page and press releases (November 2025 to September 2026).