IAB Tech Lab is pushing two pieces of digital advertising infrastructure toward common standards: one for how AI agents manage media proposals and one for the contracts behind advertising measurement. Both drafts are open for public comment through Oct. 22, 2026.
What’s new in AAMP 3.0
The IAB Tech Lab announced AAMP 3.0, the latest update to its Agentic Advertising Management Protocols framework. The headline addition is OpenProposal, a specification for the gap between an advertiser’s brief and a commitment to buy. Today, that stage often depends on people exchanging, reviewing, and negotiating proposals manually.
OpenProposal creates a machine-readable format for sellers to describe ad products and respond to briefs. On the buy side, agentic systems can discover available packages, compare them against a brief, check availability and fit, negotiate terms, and then link the resulting deal to existing execution and reporting standards.
The framework is designed to preserve seller control over how inventory and products are represented while expanding the number of publisher proposals an AI agent can evaluate. It also includes safeguards for pricing, orders, agent identity, and duplicate transactions.
AAMP 3.0 is built on existing IAB Tech Lab standards — AdCOM, OpenDirect, and the Deals API — rather than replacing current programmatic infrastructure.
Measurement contracts get a common template
Separately, IAB introduced the Measurement Services Addendum v1.0. This is a proposed standard contractual framework for measurement, verification, attribution, and analytics services. It is intended for advertisers, agencies, publishers, media owners, platforms, and measurement providers.
The practical goal is to give organizations a common starting point instead of negotiating every measurement agreement from scratch. Companies can use the terms as written or fold them into existing agreements, and adapt them to different technologies, methodologies, and business models.
The addendum joins IAB’s General Terms v1.1 and Direct Buy Addendum v1.0 as part of a broader modular legal framework for digital advertising.
Why this matters for marketing teams
For marketing and media professionals, the two drafts point to a more structured future for autonomous buying and measurement relationships. If OpenProposal gains traction, planning and buying teams may spend less time on manual proposal review and more time on strategy — while AI agents handle a wider set of publisher options.
For legal and procurement teams, the Measurement Services Addendum could reduce friction in vendor onboarding and contract review. Standard terms are not mandatory, but they can shorten negotiations and surface the key variables that still need custom treatment.
- Review OpenProposal to see whether your proposal workflows align with the machine-readable format.
- Check safeguards around pricing, identity, and duplicate transactions before testing agentic buying.
- Use the Measurement Services Addendum as a checklist for your current measurement agreements.
Both documents are open for public comment through Oct. 22, 2026, giving early movers a chance to shape the standards before they become more widely adopted.
Source: MarTech
