IAB Tech Lab has released AAMP (Agentic Advertising Management Protocols) 3.0. It introduces OpenProposal, a new specification that gives AI agents on the buy side and the sell side a standard way to exchange and assess proposals, from an RFP through to a buy commitment. It's open for public comment until 22 October 2026.
IAB Tech Lab, the global digital advertising technical standards-setting body, has announced AAMP 3.0, the next major release of its Agentic Advertising Management Protocols framework, introducing a standardised way for buyers and sellers to move from an RFP through proposal evaluation and toward a buy commitment in agentic advertising.
While standards exist for many stages of digital media buying and execution, 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 the need for a common way for buyer and seller agents to exchange and evaluate proposals before a transaction moves toward execution.
AAMP 3.0 addresses that gap through OpenProposal, a new specification that defines how sellers can represent advertising products and respond to buyer briefs in a standardized, agent-readable format. OpenProposal enables buying agents to discover and compare opportunities against a brief while giving sellers control over how their inventory and ad products are represented. The new specification will be in Public Comment until October 22, 2026, during which time it will be built into the Buyer and Seller Agent SDK reference implementations.
OpenProposal extends AAMP into the RFP and proposal stage while connecting to the IAB Tech Lab standards already used across media execution, including AdCOM, OpenDirect, and the Deals API. Together, these standards provide a common foundation for agentic workflows to move from discovery and planning through negotiation, buying, execution and reporting.
As agents take on more of the work in media planning and buying, the industry needs a common framework for the RFP and proposal process," said Anthony Katsur, CEO, IAB Tech Lab.
Katsur continues, “OpenProposal fills a major gap between a buyer’s brief and a buy commitment, giving buyer and seller agents a standardised way to exchange and evaluate opportunities. By connecting that process to the standards the industry already uses for execution, AAMP 3.0 creates a foundation for agentic workflows across the media buying lifecycle.”
From Discovery to Execution
OpenProposal creates a standard way for publishers to define advertising products and packages and to represent them in RFP responses. Buying agents can evaluate those proposals against a buyer’s brief, compare opportunities and assess suitability before moving toward a buy commitment. Once an opportunity moves forward, AAMP connects that proposal to the standards and infrastructure used for all types of transaction and execution.
AAMP 3.0 supports a media lifecycle that includes:
Publish: Sellers publish a catalog of public packages that can be browsed, while retaining some products for custom proposals.
Discover: Buyer agents retrieve available public packages, enabling inventory discovery before a negotiation begins, or submit a full brief to get a custom proposal.
Compare: Buyer agents evaluate and rank opportunities against a declared brief, creating the ability to process information from a broader set of publishers than would be practical through manual evaluation alone.
Qualify: Agents evaluate availability and fit for the specific audience, flight and requirements of a media plan.
Negotiate: When needed, buyer and seller agents can negotiate custom terms while maintaining a reference to the original published offer.
Bind & Execute: Transactions can be executed using the existing standards and infrastructure of the digital advertising ecosystem.
Report: Performance can flow back through existing reporting standards, allowing results to be evaluated against the original objectives and commitments of the plan.
AdCOM provides a common vocabulary throughout these stages, allowing the information represented at discovery to remain consistent as an opportunity moves through planning, negotiation, execution and reporting.
To find out more read the full press release from IAB Tech Lab.
