Agent Commerce
Agent Registry
IAB Tech Lab's register of advertising agents, and the Trust and Transparency pillar of AAMP. In the Tech Lab's wording it establishes a trusted framework for agent identity, verification, and disclosure so participants can confidently understand who, or what, they are transacting with. Operated by Tech Lab through its Tools Portal, live, and free to register for members and non-members alike.
Why it matters
Every agentic advertising protocol assumes you can tell which agent is calling you. A registry is the boring infrastructure that makes that assumption true, and the sell side generally cannot act on agent traffic until something like it exists.
In practice
Two separate questions. If you operate an agent, whether you are registered and discoverable. If you receive agent traffic, whether your systems check the registry before deciding what to serve. Registration is free, so an unregistered agent is a choice rather than a cost.
Related terms