IAB introduces standards for AI-driven media buying and advertising measurement contracts

The IAB Tech Lab announced AAMP 3.0, an update to its Agentic Advertising Management Protocols framework introducing OpenProposal, a specification that standardizes the proposal and negotiation phase of media buying between advertisers and publishers. The new standard allows buyer agents to discover, evaluate, and compare ad packages automatically, potentially broadening media plans by processing more proposals than human planners could manually review. Separately, the IAB released Measurement Services Addendum v1.0, a contractual template for standardizing agreements around advertising measurement, verification, and attribution services; both standards are open for public comment through October 22, 2026.