IAB Tech Lab Upgrades Open Framework for Agentic Advertising

['George Winslow', 'Layer Van-Ds .Vds-Author Font-Size Var --Text-Base', 'Font-Size Var --Vds-Author-Font-Size', 'Var --Text-Base', 'Line-Height Var --Text-Base--Line-Height', 'Line-Height Var --Vds-Author-Line-Height', 'Var --Text-Base--Line-Height', 'Letter-Spacing Var --Tracking-Normal', 'Letter-Spacing Var --Vds-Author-Letter-Spacing', 'Var --Tracking-Normal'] Latest from Tv Technology 2026-08-03 20:47:46

NEW YORK—The IAB Tech Lab has released AAMP 2.3, a notable update to the Agentic Advertising Management Protocols that are designed to help organizations deploy AI agents within existing advertising infrastructure. “The industry has already shown what's possible with AI agents,“ IAB Tech Lab CEO Anthony Katsur said. As AI agents begin handling more transactional decisions, confidence in the information being used becomes increasingly important, IAB Tech Lab said. Beyond that, the IAB Tech Labs reported that Agentic Audiences are now ready for fully programmatic and agentic transactions, extending standardized agentic workflows into audience activation. To learn more, visit the IAB Tech Lab website.