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IAB Moves to Standardize Agentic Media Buying and Measurement Contracts

IAB Tech Lab's AAMP 3.0 adds OpenProposal for machine-readable media buying, while a new measurement contract addendum targets standard legal terms. Both are open for comment through Oct. 22.

By Priya Raman2 min read

Updated

IAB sets new standards for agentic buying and measurement
IAB sets new standards for agentic buying and measurement紅色死神 / Openverse

The brief

  1. IAB Tech Lab released AAMP 3.0 with OpenProposal, a machine-readable format for media proposals, open for public comment through Oct. 22, 2026.
  2. AAMP 3.0 builds on existing standards AdCOM, OpenDirect, and the Deals API rather than replacing current programmatic infrastructure.
  3. IAB also released Measurement Services Addendum v1.0, joining General Terms v1.1 and Direct Buy Addendum v1.0 in a modular legal framework, open for comment through Oct. 22.

Based on MarTech; semrush.com

Filed under iab, agentic-advertising, media-buying, measurement, programmatic

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Priya Raman

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Correspondent covering industry trends and analytics at Marketing Herald.

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