While digital advertising has long relied on automated execution, the initial phase—moving from an RFP to a formal commitment—has remained a bottleneck defined by manual human workflows. AAMP 3.0 addresses this friction via OpenProposal, a specification that allows sellers to present inventory in a format that buying agents can automatically discover, rank, and evaluate against specific campaign briefs. This ensures that the reasoning behind a proposal, including audience rationale and pricing context, travels directly into the buyer’s planning models.
IAB Tech Lab Unveils AAMP 3.0 to Automate Media Buying
The IAB Tech Lab has introduced AAMP 3.0, a new framework designed to standardize the transition from advertising requests for proposals (RFPs) to finalized media buys. By replacing manual negotiations with machine-readable protocols, the update aims to integrate AI agents directly into the digital advertising planning and transaction lifecycle.
By connecting to existing industry standards such as AdCOM, OpenDirect, and the Deals API, AAMP 3.0 creates a continuous data flow from initial discovery through to final reporting. The specification is currently open for public comment until October 22, 2026. According to Anthony Katsur, CEO of IAB Tech Lab, this release provides the necessary foundation for AI agents to operate across the entire media buying lifecycle without forcing firms to rebuild their underlying infrastructure. Industry leaders, including representatives from WPP Media and PMG, suggest that this standardized approach will shift AI usage in advertising from isolated proof-of-concept tests toward scalable, transaction-ready workflows.
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