IAB Tech Lab launches AAMP 2.3 to make AI ad-buying agents production-ready

August 4, 2026 · ExchangeWire

AAMP 2.3 is the newest version of the IAB Tech Lab's Agentic Advertising Management Protocols, adding enterprise deployment through Amazon Bedrock AgentCore, expanded buying support for platforms including Meta, and integrated reporting from Google Ad Manager. The update also adds privacy diligence checks, stronger pricing safeguards, and finalized industry standards, building on open-source contributions from HyperMindz and Mixpeek. IAB Tech Lab CEO Anthony Katsur said, "Now the focus is making them reliable in the environments where advertising actually happens."

Media buying desks that already use Google Ad Manager or Meta gain a standardized way to plug AI agents into existing campaign workflows, cutting the custom integration work each platform previously required. Pricing safeguards and privacy diligence checks reduce the risk of agents overspending or mishandling consumer data during automated buys. That combination lowers the barrier for agencies to move agentic buying from pilot projects into live campaigns.