IAB Tech Lab Standardizes RFP-to-Buy Process with AAMP 3.0

Event summary

IAB Tech Lab introduced AAMP 3.0, standardizing the RFP-to-buy process for agentic advertising.
OpenProposal, a new specification, defines how sellers can represent advertising products and respond to buyer briefs in a standardized, agent-readable format.
The specification will be in Public Comment until October 22, 2026.
AAMP 3.0 connects the RFP and proposal stage with existing standards like AdCOM, OpenDirect, and the Deals API.
Industry participants, including WPP Media, PMG, and IAB Australia, are supporting the initiative.

The big picture

The introduction of AAMP 3.0 by IAB Tech Lab addresses a critical gap in the digital media buying process, particularly as AI agents take on more responsibilities. By standardizing the RFP-to-buy process, the initiative aims to create a common foundation for agentic workflows, connecting discovery and planning with transaction, execution, and reporting. This move is part of a broader industry trend towards automating and streamlining media buying processes, enhancing efficiency and scalability.

What we're watching

Adoption Pace: The pace at which the industry will adopt AAMP 3.0 and integrate it into existing workflows.
Standardization Impact: How the standardization of the RFP-to-buy process will affect the efficiency and scalability of agentic advertising.
Industry Collaboration: Whether the collaboration between industry participants will lead to widespread acceptance and implementation of AAMP 3.0.