IAB Tech Lab has released AAMP 3.0, the latest version of its Agentic Advertising Management Protocols framework. The update introduces OpenProposal, a specification designed to give sellers a standard, agent-readable format for presenting advertising products and responding to buyer briefs. OpenProposal will remain open for public comment until October 22, 2026, and will be incorporated into the Buyer and Seller Agent SDK reference implementations.
The release targets a long-standing gap in digital media buying: standards already support several stages of execution, but the RFP-to-proposal process has largely relied on manual, human-led workflows. As AI agents take on more planning and buying work, they need a common framework for exchanging and evaluating opportunities.
Why the RFP gap matters
AAMP 3.0 connects OpenProposal with existing IAB Tech Lab standards, including AdCOM, OpenDirect and the Deals API. That means information can stay consistent as an opportunity moves from discovery and planning through negotiation, execution and reporting.
OpenProposal fills a major gap between a buyer’s brief and a buy commitment.
Anthony Katsur, CEO of IAB Tech Lab, said the framework gives buyer and seller agents a standardised way to exchange and evaluate opportunities.
What OpenProposal changes
The specification sets up an agentic workflow that marketers should watch:
- sellers can publish catalogues of public advertising packages or reserve selected offerings for customised proposals;
- buyer agents can discover packages or submit detailed briefs to receive tailored proposals;
- agents can compare audience and campaign fit, negotiate terms where needed, and move into transaction and execution;
- deterministic safeguards cover pricing, packages, orders, media-buy details, agent identity, authentication, authorisation, and transaction idempotency.
Idempotency is especially useful in production: it helps prevent duplicate transactions when an agent retries an instruction.
Why it matters for marketers
For publishers, OpenProposal provides a standardised way to describe advertising products, packages, buying conditions and measurement. For agencies and brands, agentic planning can realistically evaluate a wider pool of media opportunities than manual workflows.
Mike Treon, Head of CTV Strategy at PMG, said that in AAMP 3.0 the reasoning travels with the proposal. Michael Palmer, Global Vice President of Emerging Technologies at WPP Media, described it as a transaction-ready framework that could help move AI agents from proof-of-concept tests toward wider use in media transactions.
What to do now
Publisher and ad-tech teams can review the OpenProposal documentation during the public comment window. Brands and agencies should ask their partners how agentic buying workflows are being tested, and favour pilots that begin in sandbox environments before live budgets move. IAB Australia has opened expressions of interest for a seller-side pilot covering discovery, proposal and approval workflows in a sandbox.
Source: MediaNews4U
