IAB Tech Lab has announced AAMP 3.0, the next release of its Agentic Advertising Management Protocols framework, setting out a standardized way for buyers and sellers to move from an RFP through proposal evaluation and toward a buy commitment in agentic advertising, the organization said.
According to the announcement, standards exist for many stages of digital media buying and execution, but the process between an RFP and a buy commitment has historically been handled largely through human and manual workflows. As AI agents take on more responsibility for discovering, evaluating and planning media, that gap creates a need for a common way for buyer and seller agents to exchange and evaluate proposals before a transaction moves toward execution, the organization said.
AAMP 3.0 addresses that gap through OpenProposal, a new specification defining how sellers can represent advertising products and respond to buyer briefs in a standardized, agent-readable format. Buying agents can discover and compare opportunities against a brief, while sellers keep control over how their inventory and ad products are represented. The specification will be in Public Comment until October 22, 2026, a period during which it will also be built into the Buyer and Seller Agent SDK reference implementations. Further material is available at iabtechlab.com/AAMPv3.
OpenProposal extends AAMP into the RFP and proposal stage and connects to IAB Tech Lab standards already used across media execution, including AdCOM, OpenDirect and the Deals API. The organization said existing programmatic implementations of those standards can continue operating as they do today, without requiring DSPs, SSPs or other technologies to change their existing use cases.
Anthony Katsur, chief executive of IAB Tech Lab, said the industry needs a common framework for the RFP and proposal process as agents take on more of the work in media planning and buying, and that OpenProposal fills a gap between a buyer's brief and a buy commitment. The organization also said IAB Australia has opened expressions of interest for a seller-side pilot using the AAMP reference implementations available today, with testing to take place in a sandbox before any live spend is involved.
