IAB Tech LAB

Advertising AAMP 2.3 release brings enterprise-grade infrastructure and other features to help speed the use of agentic advertising

v2.3 clarifies how measurement should be applied across both audio and video podcasts

New framework is important because it establishes shared definitions for digital video formats

The notable update helps advertisers better understand how bid requests are created, handled, and routed across the programmatic supply chain

New guidance helps content owners evaluate how they manage the problem as they work to adopt the CoMP API framework for dealing with crawlers

New specification enables programmatic trading of emerging CTV formats like pause and menu ads with greater clarity and efficiency

The updates aim to provide better transparency for programmatic advertising on live and near-live CTV programming

Dentsu, Omnicom Media Group, WPP, Disney, Magnite, PubMatic, Hearst, News Corp, Yahoo, Amazon Ads, The Trade Desk, Raptive, and Mediavine will participate in the council

The CoMP establishes a standardized approach for AI systems and content owners to enable commercial agreements and establish better frameworks for how AIs use content

The proposed standard aims to improve the way buyers plan, reserve and monetize live programming