IAB Tech Lab Releases AAMP 2.3 for Agentic Advertising

Jul 31, 2026
IAB Tech Lab released AAMP 2.3, adding deployment support, privacy diligence, pricing controls, and platform integrations for AI agents in digital advertising.

IAB Tech Lab announced in a press release the release of AAMP 2.3, an update to its Agentic Advertising Management Protocols. The update adds enterprise ready deployment, privacy diligence, pricing controls, broader platform support, and finalized standards for using AI agents in advertising systems.

AAMP 2.3 supports deployment through Amazon Bedrock AgentCore and Databricks. It also adds Meta buying support, Google Ad Manager reporting integration, OpenDirect conformance, and new open source contributions from HyperMindz and Mixpeek.

The release integrates the IAB Diligence Platform and SafeGuard Privacy into the Buyer Agent. It also adds pricing guardrails for Buyer and Seller Agents, with deterministic checks for paths that commit spend and requirements for human approvals outside set thresholds.

Agentic Audiences v1.0 is now ready for programmatic and agentic transactions. IAB Tech Lab said its Agentic Task Force will continue work on AAMP with member companies and working groups.

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