What does AAMP stand for?
AAMP
AAMP stands for Agentic Advertising Management Protocols, IAB Tech Lab's umbrella name for 8 repositories covering agent discovery, trust and automated media buying. Other files in those repositories use different expansions of the same acronym.
AAMP stands for Agentic Advertising Management Protocols. The hub README at github.com/IABTechLab/AAMP uses that expansion, and so does IAB Tech Lab's standards page. Four expansions are written into files in the repositories, one of them Agentic Advertising
Marketplace Protocol, in shipped source, in iab-agentic-primitives, the one
repository the hub README does not list. A fifth, Agentic Ad Management Protocol, appears in the
title of an IAB video episode with the Tech Lab CEO and in no file in the repositories. The
choice changes nothing an implementer builds — no file in the corpus scopes a schema, field or
endpoint to one expansion, and the acronym appears only in prose — and it changes what a
citation resolves to.
Where each expansion appears
| Expansion | Where it appears | Note |
|---|---|---|
| Agentic Advertising Management Protocols | AAMP/README.md:1 and :5 | The hub README. IAB Tech Lab's standards page and two buyer-agent guides use it as well. |
| Agentic Advertising Marketplace Protocol | iab-agentic-primitives/SANDBOX_REGISTRY.md:9, src/iab_agentic_primitives/registry_client.py:3 | Marketplace rather than Management, in shipped source rather than documentation. |
| Agent-to-Agent Marketplace Protocol | seller-agent/docs/guides/agent-management.md:401, buyer-agent/docs/ai-assistant/slash-commands.md:79 | Both reference agents, in each case describing the agent registry. |
| IAB Agent & API Management Protocol | seller-agent/docs/architecture/overview.md:143 | One occurrence, in the seller agent architecture overview. |
Three of the four expansions appear only inside repository files. Neither the hub README nor the standards page uses them, so a citation carrying one of those three points at no document that defines the term.
Frequently asked
- Who publishes AAMP?
- IAB Tech Lab. The repositories are under https://github.com/IABTechLab, and the initiative page is at https://iabtechlab.com/standards/aamp-agentic-advertising-management-protocols/.
- Do the different expansions mean different things?
- No. No file in the corpus scopes a schema, field or endpoint to one expansion; the acronym appears only in prose. The four expansions name the same set of repositories.