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Agentic Advertising Management Protocols AAMP

Coordinate AAMP is IAB Tech Lab's umbrella name for its agentic-advertising program: how a buyer's agent and a seller's agent (and the platforms behind them) discover inventory, negotiate, and execute an advertising transaction using agent-to-agent workflows layered on existing ad-tech standards (OpenRTB, OpenDirect, AdCOM, the Deals API) [1]. This record has been moved from the site's original 'account' placement to 'coordinate' because its core, distinguishing content -- beyond ARTF, which already has its own record under 'act' -- is agent-to-agent negotiation and deal-making (Agentic Direct, Agentic Audiences, buyer/seller agent SDKs), not post-hoc recording or judgment of what happened.

Overview

What it is. Three pillars: Agent Foundations (high-performance execution -- this is ARTF), Agentic Protocols (schemas and reference SDKs for buyer/seller agent discovery, negotiation and transacting), and Trust and Transparency (the free, IAB-run Agent Registry for agent identity and disclosure) [1]. AAMP 2.3, released 2026-07-30, added enterprise deployment paths (Amazon Bedrock AgentCore, Databricks), Meta buying support, Google Ad Manager reporting integration, embedded privacy diligence (IAB Diligence Platform, SafeGuard Privacy) inside the reference Buyer Agent, and open-source contributions from named partners HyperMindZ (a Deals Sync MCP Server) and Mixpeek (a Content Taxonomy Parser) [2].

What it does not do. AAMP is not itself a single wire protocol: it has no one spec document or version number that a probe can confirm end-to-end. Its GitHub hub instead points to five separately-versioned repositories -- Agentic Direct, Buyer Agent, Seller Agent, a Registry Agent example, and ARTF -- aligned only through 'governance coordination,' not a shared release [3]. It does not define payment settlement (that sits with card-network specs like Verifiable Intent) and does not provide an independent audit-trail format of its own.

Current state. Governed by IAB Tech Lab's Agentic Task Force, an open working group any member or non-member can join; AAMP 2.3 (2026-07-30) is the current named release, with named-executive quotes from AWS, SafeGuard Privacy, HyperMindZ, Mixpeek and Adform describing production integration work, though none of the fetched sources gives an independently countable adoption figure [1][2].

Who implements it. IAB Tech Lab publishes open-source reference implementations for each pillar (Agentic Direct, Buyer Agent, Seller Agent SDKs; ARTF's Go and Rust servers); AWS supports AAMP on Bedrock AgentCore; HyperMindZ and Mixpeek have contributed named components.

Disputed / unknown. Because AAMP names a coordinated program rather than one spec, 'AAMP 2.3 adoption' is not a single measurable quantity; adoption claims here are attributed to IAB Tech Lab and the named partner quotes, not independently verified counts. Readers evaluating whether a given ad-tech company 'supports AAMP' should ask which constituent repo/version they mean.

Discovery and probe

endpoint · https://registry.iabtechlab.ai/

GET https://registry.iabtechlab.ai/
parse:     A response listing registered agents (buyer/seller/registry agents) indicates the IAB Tech Lab Agent Registry, AAMP's 'Trust and Transparency' pillar, is live; absence of a listing for a given company is not proof they lack an AAMP integration, since registration is voluntary.
on absent: No registry entry for a company does not mean no AAMP deployment -- only that it has not self-registered.

Not probed live: no-fixed-path. AAMP registries are operated by IAB Tech Lab, not by the origin.

History

Instances

Every instance with its source is listed on the instances page.

See also

References

  1. IAB Tech Lab's AAMP standards page (last updated 2026-08-12) describes AAMP as an umbrella of three pillars -- Agent Foundations (ARTF), Agentic Protocols (Agentic Direct, Buyer/Seller Agent SDKs, Agentic Audiences fka UCP), and Trust and Transparency (the Agent Registry) -- and links five open-source GitHub repos plus the registry. — https://iabtechlab.com/standards/aamp-agentic-advertising-management-protocols/ (2026-08-12) VERIFIED
  2. IAB Tech Lab's 2026-07-30 press release announces AAMP 2.3, adding Amazon Bedrock AgentCore deployment, Meta buying, Google Ad Manager reporting, an IAB Diligence Platform/SafeGuard Privacy integration, and open-source contributions (Deals Sync MCP Server from HyperMindZ, Content Taxonomy Parser from Mixpeek); quotes named executives from AWS, SafeGuard Privacy, HyperMindZ, Mixpeek and Adform describing integration work. — https://iabtechlab.com/press-releases/iab-tech-lab-releases-aamp-2-3-bringing-enterprise-grade-infrastructure-and-privacy-diligence-to-agentic-advertising/ (2026-07-30) VERIFIED
  3. The AAMP GitHub hub repository lists five constituent repositories with independent semantic versioning per repo (Agentic Direct, Buyer Agent, Seller Agent, Registry Agent example, and ARTF), coordinated only via 'governance coordination' rather than a single version number. — https://github.com/IABTechLab/AAMP (2026-09-05) VERIFIED

Disputed: AAMP is not one protocol: it is a named umbrella for at least five separately-versioned repositories and three conceptually distinct pillars (execution via ARTF, which this site tracks as its own record under 'act'; negotiation/transaction via Agentic Direct and Agentic Audiences; and identity/disclosure via the Agent Registry, which overlaps with this site's 'identify' step). 'AAMP 2.3' is a marketing-level release label for the coalition's roadmap, not a single spec version that a probe can confirm end-to-end. This record is kept (per instructions, not withdrawn) but should be read as a program name whose most testable component (ARTF) already has its own row; readers wanting a single executable spec should look at ARTF, Agentic Direct or the Agent Registry individually.

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