IAB Tech Lab has pushed the public comment deadline for its AAMP 3.0 proposal standard from October 22 to November 10, 2026. That adds 19 days to a window that opened September 22 and turns a 30-day review into a 49-day one. In a LinkedIn post, the organisation said the extension responds to “overwhelming demand”.
What OpenProposal actually is
OpenProposal is the central draft object in IAB Tech Lab’s Agentic Advertising Management Protocols. It defines how AI buying and selling agents describe an advertising deal, from first brief to binding commercial terms. The current draft contains 71 fields under 11 headers, and the headline design bet is that only three fields require a round trip between buyer and seller.
The specification is meant to connect the proposal stage to existing plumbing: each line item lands in OpenDirect 2.1, the Deals API or OpenRTB 2.6. That is significant because agencies and publishers still frequently handle requests for proposals over email and spreadsheets.
Why 19 extra days matter
The extension arrives at a competitive moment. AAMP and the rival Ad Context Protocol overlap on 13 business functions and both use MCP for transport. IAB Tech Lab’s COO has argued that makes them less complementary than they look. A longer comment period gives companies choosing between the two protocols more time to put objections on the record before the object shape is locked into schemas.
Scale is still the unresolved problem. Adform’s CTO said in September that neither protocol runs at scale, estimating a custom deals integration with one SSP at 250 to 350 days of work against roughly 50 on a shared standard. That arithmetic is the case for a single proposal object, but it also makes the details matter.
What to do before November 10
Comments are open to anyone with a GitHub account, not just IAB Tech Lab members. You can file an issue for something unclear or missing, open a pull request for proposed wording, answer the seven open questions, or submit implementation feedback if your team tested the draft.
- The seven open questions cover mutability, seller catalogues and payment terms.
- The format registry currently has no entries for audio, CTV or digital out-of-home.
- The draft itself is not a ratified standard; do not build production systems on it.
If you are building or buying AI media-buying agents, test the three-of-seventy-one field claim against your real deal flow. The extension is a rare opening: standards are shaped by the companies that show up with concrete use cases.
After comments close, the working group plans to review every submission and publish a written disposition. Machine-readable schemas are expected after the first revision, so the November deadline is effectively the last clear chance to shape the object before it becomes code.
Source: PPC Land
