IAB Tech Lab has released AAMP 2.0, introducing transaction-ready Buyer and Seller Agent SDKs that facilitate automated negotiation and deal execution within guardrails of existing standards. The update also includes an Agentic Audiences OpenRTB extension, Prebid module, and open-source scorer to enable the use of vector embeddings in programmatic advertising. The SDKs are designed for real-world deployment, supporting various storage backends and deployment options, with a focus on scaling, reliability, and security.
AAMP 2.0 moves agentic advertising from reference code to transaction-ready SDKs that can negotiate, book, and log deals with human approval gates. That matters because both buyer and seller flows now sit inside existing standards such as OpenDirect 2.1, AdCOM, OpenRTB schain, and sellers.json, which makes interoperability the core story rather than a side effect. The specific signal to watch is adoption inside the Tech Lab Agent Registry and the AAMP GitHub repos, since IAB says companies are already using the SDKs and AAMP 3.0 is underway.
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