The RFP response, rebuilt for machines. Today a media proposal is a PDF, a deck, and a spreadsheet that someone squints at and manually enters into a DSP. OpenProposal puts the same information in a structured format a buyer agent can read, compare, and act on in seconds. Still a draft standard, but worth watching.
Ad tech glossary
OpenProposal
Technical definition
A draft object in IAB Tech Lab's AAMP 3.0 work that describes what is being bought and sold in a structured format AI agents can parse.
The ADLINGO translation
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Related terms
- A2A (Agent2Agent Protocol)
- AAMP (Agentic Advertising Management Protocols)
- adagents.json
- AdCP (Ad Context Protocol)
- Agent Manifest
- Agentic Advertising
- Agentic Audiences
- Agentic Commerce
- Agentic Commerce Protocol (ACP)
- Agentic Marketplace
- AgenticAdvertising.org
- Answer-Based Ads
Where this shows up
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I'm clocking two kinds of advertising executives right now: Ones who treat AI like a procurement decision, and the ones treating it like a leadership test. One buys tools. The other builds teams that know how to use them.
The skills that survive
You cannot automate a decade of being trustworthy. You can't prompt your way to someone wanting to work with you for the next year.
The RFP Oracle
The ad tech sales season is wrapping up for 2026. AI dominated everything the market responded to this year, and it was the most predictable trend ever. All we had to do was pay attention to what the agencies were asking.