IAB Tech Lab introduces AAMP 3.0 for AI-driven media buying

IAB Tech Lab has introduced AAMP 3.0, a new standard designed to facilitate the use of AI agents in media planning and purchasing. The update aims to automate parts of the advertising campaign process that currently rely heavily on manual labor, such as collecting, analyzing, and comparing proposals after a brief or RFP is sent.

A central feature of this standard is ‘OpenProposal’, a solution that allows publishers to describe advertising offers in a format understandable to both humans and AI agents. This enables AI agents on the buyer's side to automatically check available proposals against brief requirements, target audiences, and campaign timelines.

The implementation of AAMP 3.0 is intended to streamline workflows for marketers, agencies, and publishers by reducing the time spent on manual data organization and enabling faster access to a wider range of media proposals.