The IAB Tech Lab has released AAMP 3.0, which introduces the OpenProposal specification to standardize the RFP-to-buy commitment process for AI-driven advertising. The update aims to bridge the gap between buyer briefs and transaction execution by providing a machine-readable format for agents to exchange and evaluate media opportunities.
The introduction of OpenProposal addresses the critical manual bottleneck between initial media briefs and final transaction execution. By enabling AI agents to process and compare a broader range of publisher packages than human planners could manage alone, the IAB Tech Lab AAMP 3.0 framework increases the scale and speed of media discovery. This shift toward agentic advertising allows the streaming ecosystem to maintain deterministic guardrails on pricing and identity while leveraging AI for complex negotiation and planning. Industry leaders should monitor the results of the IAB Australia pilot to see how these protocols perform in live sandbox environments before widespread adoption.
The IAB Tech Lab has launched AAMP 3.0, featuring the new OpenProposal specification. This framework creates a machine-readable format for AI agents to evaluate and rank media opportunities. By automating the transition from RFPs to buy commitments, it removes manual bottlenecks, increasing the speed and scale of media discovery.
OpenProposal provides a standardized, machine-readable format that allows AI agents to discover, evaluate, and rank media opportunities against buyer briefs, automating the transition from RFPs to buy commitments.
The AAMP 3.0 framework integrates with established industry standards, including AdCOM, OpenDirect, and the Deals API, to ensure consistency in execution.
The public comment period for the AAMP 3.0 specification and the OpenProposal framework remains open until October 22, 2026.
IAB Australia is currently launching a seller-side pilot to test discovery and approval workflows within a sandbox environment.
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