Advertising & Media

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 News Box OwnerSeptember 22, 20262 min read

Updated September 22, 2026

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

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Source: MarTech; Source: semrush.com

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IAB Moves to Standardize Agentic Media Buying and Measurement Contracts

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