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# AAMP (Agentic Advertising Management Protocols)
- URL: https://www.adlingo.org/glossary/aamp/
- Published: 2025-01-15T12:17:00.000Z
- Updated: 2025-01-15T12:17:00.000Z
- Description: IAB Tech Lab's open-source umbrella framework for agentic advertising, organized into three pillars (Foundations, Protocols and Trust) and built on OpenRTB and AdCOM.
- Author: Travis Lusk
- Tags: Agentic Advertising, #glossary, #Import 2026-10-27 17:05

IAB Tech Lab's answer to "who gets to write the rules for AI buying?" Their bet: build on the plumbing everyone already uses. Foundations is the shared vocabulary. Protocols covers how agents find each other and hand deals off to OpenRTB. Trust covers proof that an agent is allowed to sell what it's selling. AdCP is the upstart. AAMP is the incumbent standards body. Expect to see both in the same RFP.