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IAB Tech Lab launches AAMP 3.0 with OpenProposal for agentic media buying

Verifying
  • IAB Tech Lab introduced AAMP 3.0 and its OpenProposal specification for agentic media buying.
  • OpenProposal will remain in public comment until October 22, 2026.
  • AAMP 3.0 connects RFPs and proposals with AdCOM, OpenDirect and the Deals API.
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