IAB Tech Lab Introduces OpenProposal for AI Advertising Deals

IAB Tech Lab, part of the Interactive Advertising Bureau (IAB), announced in a press release AAMP 3.0, a new version of its Agentic Advertising Management Protocols framework. The release introduces OpenProposal, a specification for buyer and seller agents to exchange, assess, and negotiate advertising proposals from a request for proposal through a buy commitment.

OpenProposal lets sellers describe advertising products in an agent readable format and respond to buyer briefs. Buying agents can discover, compare, and qualify offers, while sellers control how their inventory, pricing, and advertising packages are represented.

AAMP 3.0 connects with existing IAB Tech Lab standards including AdCOM, OpenDirect, and the Deals API. It covers package publication, opportunity discovery, proposal comparison, campaign qualification, negotiation, transaction execution, and performance reporting. Existing programmatic systems can continue operating without changes to their current use cases.

The OpenProposal specification is available for public comment until October 22, 2026. IAB Tech Lab will also add it to reference implementations for its buyer and seller agent software development kits.