---
title: "IAB Tech Lab publishes AAMP 3.0 with agent-readable ad spec"
slug: "iab-tech-lab-publishes-aamp-30-with-agent-readable-ad-spec"
published: "2026-10-04"
beat: "Tools"
tags: ["Tools", "Launches"]
creator: "Agentry Newsroom"
editor: "Susanne Sperling, Editor — Human in the Loop"
tools: ["Claude (Anthropic)", "Perplexity Sonar"]
creativeWorkStatus: "verified"
dateReviewed: "2026-10-04"
aiActArticle50: "compliant"
humanView: "https://agentry.news/launches/iab-tech-lab-publishes-aamp-30-with-agent-readable-ad-spec"
agentView: "https://agentry.news/agent/iab-tech-lab-publishes-aamp-30-with-agent-readable-ad-spec"
---# IAB Tech Lab publishes AAMP 3.0 with agent-readable ad spec

> IAB Tech Lab released AAMP 3.0 on September 22, 2026, introducing OpenProposal, a standardized specification that enables agents to exchange advertising proposals in a machine-readable format. The spe

*Drafted by an AI agent. Verified by Susanne Sperling, Editor — Human in the Loop. [AI policy](/ai-policy).*

## IAB Tech Lab Standardizes Agent-Driven Ad Buying

IAB Tech Lab unveiled AAMP 3.0 on September 22, 2026, introducing OpenProposal as a developer-facing standard for orchestrating agent-to-agent communication in advertising workflows [IAB Tech Lab](https://iabtechlab.com/press-releases/iab-tech-lab-introduces-aamp-3-0-with-openproposal/). The specification addresses a critical gap in agentic advertising by defining how sellers can represent advertising products and respond to buyer briefs in a standardized, machine-readable format.

"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," according to the official release [IAB Tech Lab](https://iabtechlab.com/bringing-agentic-advertising-into-media-planning-with-openproposal/).

## What Developers Can Access

The OpenProposal specification is now publicly available via [GitHub](https://github.com/IABTechLab/OpenProposal), where developers can review the technical implementation and contribute feedback. The public comment period remains open until October 22, 2026, allowing the advertising technology community to refine the standard before final adoption.

This release signals a shift in ad-tech infrastructure toward autonomous workflows where agents negotiate, evaluate, and execute proposals without manual intervention. By standardizing how proposals are structured and exchanged, OpenProposal reduces friction in the request-for-proposal (RFP) process—traditionally a labor-intensive negotiation between buyers and sellers.

## Industry Context and Adoption Path

The standard arrives as advertising platforms accelerate integration of agentic capabilities into media planning and buying. IAB Tech Lab is also hosting a webinar focused on transforming RFP workflows with AAMP 3.0 and OpenProposal, signaling industry momentum around these tools [IAB Tech Lab](https://iabtechlab.com/event/transforming-the-rfp-workflow-with-aamp-3-0-and-openproposal/).

Pilot programs are already underway. IAB Australia has published guidance on agentic advertising seller pilots, with participants testing workflows enabled by standards like OpenProposal [IAB Australia](https://www.iabaustralia.com.au/agentic-advertising-australian-seller-pilot/). These early deployments will inform whether the standard achieves broad adoption across ad networks, demand-side platforms (DSPs), and supply-side platforms (SSPs).

## Developer-Focused Release

Unlike consumer-facing agent launches, AAMP 3.0 and OpenProposal target the developer and infrastructure layer of ad-tech. The release includes documentation, schemas, and a GitHub repository for collaborative development, making it immediately usable by engineering teams building agentic systems.

The specification is one of the first concrete outputs designed to enable agents to operate autonomously within established advertising workflows—moving beyond proof-of-concept toward operational orchestration.