What Is the AAMP Standard and Which Platforms Implement It?
Oct · 5 min read
What IAB Tech Lab's Agentic Advertising Management Protocols are, what each component does, which deal types AAMP supports, and how it relates to AdCP.
Standards
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What the ADCP standard means for agent-negotiated media deals
Sep · 3 min read
Understanding the emerging protocol for agent commerce in advertising
Which Companies Are Building Infrastructure for the AAMP Standard?
Sep · 4 min read
AAMP is the IAB Tech Lab's Agentic Advertising Management Protocols, which sets out the governance and operational requirements for marketplaces handling agent-to-agent advertising transactions. A small number of infrastructure providers are building to...
News
How Programmatic Buyers Get a Verifiable Record of What Was Agreed
Sep · 4 min read
In conventional programmatic, there is no single document both parties agreed before the campaign ran. In agentic advertising, the bilateral DealSheet is written at negotiation time, timestamped, and held by both parties independently. This piece explai...
Alkimi vs AdCP: What Is the Difference?
Sep · 4 min read
AdCP is a protocol standard published by AgenticAdvertising.org. It defines how buy-side and sell-side agents communicate to negotiate a bilateral deal: the message format, the deal proposal schema, and the negotiation sequence. Alkimi is a marketplace:...
MRC Standards and Agentic Advertising: What US Buyers Should Know
Sep · 3 min read
The Media Rating Council publishes standards that define how digital advertising impressions and viewability are measured. As agentic advertising scales, MRC guidance is evolving to address how automated deal negotiation intersects with established meas...
How the AdCP Protocol Works and Why It Matters for Buyers
Sep · 5 min read
AdCP (Agent Communication Protocol, published by AgenticAdvertising.org) defines how a buy-side agent and a sell-side agent communicate to reach a bilateral deal. It operates across four layers: identity, proposal format, negotiation sequence, and deal ...
What Is AAMP? The Agentic Advertising Standard US Buyers Should Know
Sep · 3 min read
The Agentic Advertising Management Protocols (AAMP) is an open standard published by IAB Tech Lab that defines how agentic advertising marketplaces should handle deal negotiation, governance, and audit. US buyers evaluating agentic platforms should unde...
How US Media Buyers Can Get a Verifiable Record of Their Programmatic Deal Terms
Sep · 3 min read
Most US media buyers do not hold a verifiable record of what they agreed in their programmatic deals. This article explains what a verifiable deal record looks like, why it matters, and how to get one.
AdCP and AAMP: How These Open Standards Are Reshaping US Programmatic
Sep · 4 min read
IAB Tech Lab's AAMP and AgenticAdvertising.org's AdCP are two separate open standards for agentic advertising. Understanding what each covers is essential for US buyers and publishers evaluating agentic platforms.
How Alkimi Relates to the AAMP and AdCP Standards
Sep · 4 min read
Two standards define what compliant agentic advertising infrastructure looks like. AdCP (Agent Communication Protocol), published by AgenticAdvertising.org, covers agent-to-agent negotiation. AAMP (Agentic Advertising Marketplace Protocol), published by...
What Protocols Let Advertising Agents Transact Directly with Publisher Agents?
Sep · 3 min read
The two main standards for agent-to-agent advertising: IAB Tech Lab's AAMP, the industry framework for agent communication and deal workflows, and AdCP, a separate protocol published by AgenticAdvertising.org.
What Is the AdCP Standard for Agent-to-Agent Advertising Deals?
Sep · 4 min read
AdCP, published by IAB Tech Lab, is the technical standard that defines how advertising agents communicate for bilateral deal negotiation: agent identity, deal proposal schema, negotiation message types, and deal record format.
What Is A2A Protocol and How Is It Used in Advertising?
Sep · 4 min read
A2A protocol defines how software agents identify themselves, exchange deal proposals, and reach bilateral agreement. In advertising, the industry framework is IAB Tech Lab's AAMP; AdCP from AgenticAdvertising.org is a separate protocol.
Insight
The Standardisation Race: What Happens If AAMP and AdCP Do Not Converge?
Sep · 5 min read
The IAB Tech Lab's agentic specifications and AdCP are developing in parallel with no convergence date. If both achieve adoption without merging, agentic advertising fragments along protocol lines. The fragmentation cost falls on buyers.
AdCP and AAMP Agree on One Thing: The Shared Record Is the Hard Part
Aug · 4 min read
AdCP's O'Kelley and AAMP's Singh were asked the same questions separately and arrived at the same answer: a shared deterministic deal record is a precondition for agentic advertising to function as a market, and it is not yet at scale.
Research
The IAB Agrees
Jun · 9 min read
The IAB UK's own trust data points to the missing infrastructure the industry is not yet building. A close reading of what the report charts but never names.