AI news · IAB Tech Lab · agentic ad buying
IAB Tech Lab extends AI ad-buying rule comments to 10 November
Comments on OpenProposal, the draft format buying and selling agents would use to describe an ad deal, now close 19 days later than planned.
IAB Tech Lab, the ad industry’s technical standards body, has moved the comment deadline for AAMP 3.0 and its core part, OpenProposal, from 22 October to Tuesday 10 November 2026. The group announced the extension on LinkedIn on 23 October, citing “overwhelming demand”, PPC Land reports.
OpenProposal is a format for describing an ad deal so that software agents on the buying and selling sides can read it with no person in between. It covers the whole deal, from opening request to signed terms, and IAB Tech Lab labels it an unratified draft on its GitHub repository. Comments need only a free GitHub account, no IAB membership.
The text’s central claim is speed. Of its 71 fields, only 3 need a reply from the other side; the buyer’s software fills in everything else inside bounds the seller fixes in advance. PPC Land counted 99 open issues on the repository on 24 October, while the repository’s own page still showed the old closing date.
A separate IAB survey measured the creative side of AI in ads. On our census of AI ad figures, checked 2 October 2026, ad buyers surveyed for the IAB in July 2025 expected generative AI to make 40 per cent of all ads by 2026.
With 68 of the 71 fields meant to settle without a reply from the seller, the comments filed by 10 November bear on most of what a buying agent may agree to on its own.
Sources
- PPC Land: IAB Tech Lab extends AI ad-buying standard comments to November 10. Checked
- IAB Tech Lab on GitHub: OpenProposal: AAMP 3.0 Object Model Specification. Checked
Alexandre S.
Alexandre S. is a creative ad strategist and copywriter with ten years' experience in digital marketing across multiple channels.
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