IAB Standardizes AI Agentic Buying and Ad Measurement Contracts
MarTech Today · Sep 22 · 1 min read
What happenedThe IAB is introducing new standards for AI agents to buy media and for advertising measurement contracts. The AAMP 3.0 framework, including OpenProposal, aims to automate the media buying process from advertiser brief to deal execution, allowing AI agents to evaluate more proposals efficiently while maintaining seller control.
Why it matters for marketersAI agents are poised to revolutionize media buying by processing proposals at scale, but marketers must ensure their strategies account for this shift towards automated, data-driven negotiations and away from manual proposal reviews.
Topics: agentic buying, iab, ad measurement, ai in advertising