Agent Commerce
AAMP
IAB Tech Lab's umbrella initiative for agentic advertising standards, named on 26 February 2026 and published as a framework on 16 March 2026, described by the Tech Lab as the initiative under which all of its agentic work is developed with the advertising ecosystem. Open source, and organised in three pillars: Agentic Foundations, which is execution infrastructure including the Agentic Real Time Framework (ARTF); Agentic Protocols, the management layer covering Agentic Direct, Agentic Audiences and Agentic Mobile; and Trust and Transparency, the Agent Registry providing verified agent identity and disclosure. Reference implementations ship as buyer, seller and registry agents. Version 2.3 as of mid 2026.
Why it matters
It is the standards-body entry in a space otherwise defined by individual vendors, which matters because the IAB is who the sell side already implements against. An umbrella initiative also means the pieces arrive separately and at different maturities, so AAMP compliance is not one thing you can be.
In practice
Ask which pillar and which component, never whether something supports AAMP. Agentic Audiences and the Agent Registry are different problems with different adoption curves, and the version number moves quickly enough that a claim without one is not a claim.
Related terms