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Oct · 9 min read
What IAB's framework says about when AI in an ad needs a label, what can run without one, how to label it, and how the guidance sits alongside the EU AI Act and US state laws.
Oct · 9 min read
A grouped reading list of 25 primary sources on agentic advertising: AAMP and AdCP specifications, IAB Tech Lab reference agents, the A2A and MCP protocols, research papers and risk frameworks, each with a short note.
Oct · 9 min read
IAB Tech Lab's OpenProposal 3.0 comment period, now extended to 10 November 2026, had 52 filings from 17 GitHub accounts by its original 22 October deadline. What they raised, grouped by theme, and what happens next.
Oct · 9 min read
A dated, sourced monthly roundup of agentic advertising standards, platform launches, agent-to-agent deals and research from October 2026, plus what is already scheduled for November.
Oct · 9 min read
Thirty verified figures on agentic advertising adoption, agent reliability, standards activity, supply chain transparency and buyer trust, each linked to its original source.
Oct · 9 min read
Agentic commerce is AI agents shopping and paying for consumers and businesses. Agentic advertising is AI agents buying and selling media. They share agent protocols but differ in who the agent serves, what it buys and which standards apply.
Oct · 9 min read
A dated record of the AI agents that Amazon Ads, Google, The Trade Desk, Yahoo DSP, PubMatic, Magnite and others announced, alongside the AAMP and AdCP standards releases, each linked to its source.
Oct · 9 min read
Plain definitions of 40 agentic advertising terms, from mandates and earned autonomy to AAMP, AdCP, OpenProposal, deal IDs, DealSheets and the supply chain files agents still check.
Oct · 7 min read
Agentic Audiences, formerly UCP, is the AAMP component that standardises how agents exchange audience embeddings, with model, consent, purpose and retention metadata carried alongside each vector.
Oct · 7 min read
The IAB Tech Lab Agent Registry lists the MCP and A2A agents companies bring to market. What a listing contains, what it does not prove, and checklists for listing an agent and checking one.
Oct · 7 min read
AdCP aims to coordinate every channel under one protocol. Its documentation also says depth is uneven, and that payments, settlement and disputes sit outside it. What agencies should check.
Oct · 7 min read
IAB Tech Lab's open-source buyer and seller agents show decision workflows, supply-side coordination and approval gates on agentic-direct. What they demonstrate, and what to check before building on them.
Oct · 7 min read
adagents.json lets a publisher name the AI sales agents allowed to sell its inventory. How buyer agents check it, how it extends ads.txt and sellers.json, and a checklist for publishers.
Oct · 7 min read
ARTF, part of IAB Tech Lab's AAMP, lets partner agents run as containers inside an SSP, DSP or exchange and propose OpenRTB changes the host can accept or reject.
Oct · 7 min read
How AdCP uses HTTP Message Signatures (RFC 9421), keys published through brand.json and idempotency keys to identify buying agents and stop duplicate buys, and what buyers and publishers should ask vendors.
Oct · 7 min read
AAMP 2.0 added programmatic guaranteed, preferred deals, PMPs, the open marketplace and linear GRPs through the Deals API. What each deal type means for an agent's mandate, and what stays outside the protocol.
Oct · 6 min read
A practical RFP question list for agentic advertising platforms: mandates and approvals, AAMP versions, Agent Registry listing, deal types, the deal record, data handling, audit and exit.
Oct · 7 min read
IAB Tech Lab publishes AAMP and AgenticAdvertising.org governs AdCP, but neither can force adoption. What ads.txt, sellers.json and OpenRTB show about how standards really spread.
Oct · 7 min read
A2A carries messages between buyer and seller agents, but the advertising meaning comes from a protocol such as AAMP. Three hypothetical examples show which layer does what.
Oct · 7 min read
ads.txt and sellers.json identify sellers in the bid stream, not AI agents. How IAB Tech Lab's Agent Registry and AdCP's adagents.json approach agent identity, and what publishers still need to check.
Oct · 7 min read
AAMP and AdCP standardise how agents communicate and transact. Settling a media deal also needs a shared record of terms, discrepancy rules and an accountable party, which sit in a marketplace or contract.
Oct · 7 min read
AAMP and AdCP define what advertising agents say about products, deals and delivery. A2A and MCP are general-purpose protocols that carry those messages between agents and tools.
Oct · 7 min read
OpenProposal, part of IAB Tech Lab's AAMP 3.0, standardises how publishers define products and packages and represent them in RFP responses, so buyer agents can compare offers in one format.
Oct · 6 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.
Oct · 6 min read
What the Ad Context Protocol from AgenticAdvertising.org covers across a media buy, how it handles identity and human approval, what it leaves out, and how it compares with AAMP and OpenRTB.
Oct · 12 min read
Agentic advertising defined: how it differs from programmatic and from AI in advertising, its key components from buying agents and mandates to AAMP, AdCP and deal records, with examples and related terms.
Sep · 3 min read
What AgenticAdvertising.org's AdCP covers, where it stops, and how it sits alongside IAB Tech Lab's AAMP framework for agentic advertising.
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...
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...
Sep · 5 min read
AdCP is an open agentic protocol published by AgenticAdvertising.org, separate from IAB Tech Lab's AAMP. Alkimi is a neutral agentic marketplace. One defines how agents communicate; the other is where deals get done.
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...
Sep · 5 min read
AdCP (Ad Context 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 ...
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...
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.
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.
Sep · 5 min read
Two open standards are shaping agentic advertising: IAB Tech Lab's AAMP and AgenticAdvertising.org's AdCP. This piece explains what each covers and how Alkimi addresses the structural checks buyers should apply to any marketplace.
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.
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.
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.
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.
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.
