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Framing the Agentic Advertising Management Protocols (AAMP) Initiative
News•Feb 26, 2026

Framing the Agentic Advertising Management Protocols (AAMP) Initiative

The IAB Tech Lab unveiled the Agentic Ad Management Protocols (AAMP), an umbrella initiative that consolidates its Agentic Real‑Time Framework, Agentic Audiences, and buyer‑seller SDKs. AAMP is organized around three pillars: a high‑performance execution plane (ARTF), open‑source agentic protocols, and a neutral Agent Registry for trust. The initiative is guided by dedicated task forces and a public roadmap, with recent funding from LiveRamp and CloudX. AAMP aims to embed AI‑driven agents into advertising workflows while preserving speed, interoperability, and transparency.

By IAB Tech Lab