IAB sets new standards for agentic buying and measurement

IAB is pushing two pieces of digital advertising infrastructure toward standardization, one for AI agents buying media and another for the contracts behind advertising measurement.

IAB Tech Lab announced AAMP 3.0, the latest version of its Agentic Advertising Management Protocols framework. The release adds OpenProposal, a specification designed to standardize the part of media buying between an advertiser’s brief and a commitment to buy — a process that has largely depended on people exchanging and evaluating proposals manually.

OpenProposal gives sellers a standard, machine-readable format for describing ad products and responding to briefs. Buyer agents can discover available packages, compare proposals against a brief, check availability and fit, negotiate terms, and then connect the resulting deal to existing standards for execution and reporting.

That could expand what makes it onto a media plan. AI agents can evaluate proposals from more publishers than a human planner could reasonably review, while sellers retain control over how their inventory and products are represented. The framework also includes safeguards around pricing, orders, agent identity, and duplicate transactions.

AAMP 3.0 builds on existing IAB Tech Lab standards, including AdCOM, OpenDirect, and the Deals API, rather than replacing the programmatic infrastructure already in use. OpenProposal is open for public comment through Oct. 22, 2026.

IAB wants to standardize measurement contracts, too

Separately, IAB released the Measurement Services Addendum v1.0, a proposed standard contractual framework covering advertising measurement, verification, attribution, and analytics services. It is designed for advertisers, agencies, publishers, media owners, platforms, and measurement providers.

The goal is straightforward: give companies a common starting point instead of negotiating every measurement agreement from scratch. Organizations can use the terms as written or incorporate them into existing agreements, while adapting 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. It is also open for public comment through Oct. 22.

The post IAB sets new standards for agentic buying and measurement appeared first on MarTech.