The IAB Tech Lab gathers its agentic work under AAMP (Agentic Advertising Management Protocols), a roadmap of execution frameworks, protocols, and an agent registry that extends the standards you already know. This track covers the AAMP overview, then two frameworks in depth: ARTF, which runs agents close to the inventory to cut latency, and Agentic Audiences, which moves audience signals as vector embeddings at machine speed. It ends on the agent registry, governance, and what a publisher should do today.

1. L4I1AAMP overview: the IAB Tech Lab agentic roadmap

   Prereqs: G3

   Objectives

   • Explain AAMP (Agentic Advertising Management Protocols) as a roadmap, not a single protocol: execution, protocols, and an agent registry.
   • Name its building blocks: buyer and seller agent SDKs, the agent registry, and frameworks such as ARTF and Agentic Audiences.
   • Explain how it extends existing IAB standards (ads.txt, sellers.json, OpenRTB, GPP) rather than starting over, and how it relates to AdCP.

   Key concepts

   AAMP three pillars: execution, protocols, registryBuyer and seller agent SDKsBuilt on existing IAB standardsRelationship to AdCP

   Assessment

   Summarize AAMP for a publisher in five sentences: what it is, its three pillars, the two named frameworks, the standards it builds on, and how it sits next to AdCP.

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   LEARN

   The next lessons cover two AAMP frameworks in depth: ARTF (I2) and Agentic Audiences (I3).

2. L4-L5I2ARTF: the Agentic Real-Time Framework

   Prereqs: I1, E1

   Objectives

   • Explain the ARTF idea: run agents co-located with the host platform (via containerization) so they avoid network round-trips.
   • Contrast co-located execution with network-protocol calls: lower latency and tighter data control, at the cost of running another party code next to yours.
   • Connect this to the server-side thinking in Track E: moving work closer to where the auction runs.

   Key concepts

   ARTF (Agentic Real-Time Framework)Co-located agents and containerizationEliminating network-hop latencyData privacy through locality

   Assessment

   Explain why running a buyer agent inside the publisher platform can cut latency, and name one trust or isolation concern it raises.

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   LEARN

   Builds on Track E server-side (E1): the same instinct to move work closer to the auction, taken to the agent layer.

3. L4-L5I3Agentic Audiences: signals at machine speed

   Prereqs: I1, D4

   Objectives

   • Explain Agentic Audiences (formerly the User Context Protocol, contributed by LiveRamp): exchanging audience signals between agents as vector embeddings rather than text.
   • Explain why embeddings allow fast, privacy-aware matching at machine speed.
   • Connect this to Track D identity and the AdCP Signals module: different routes to the same goal of relevance.

   Key concepts

   Agentic Audiences (formerly User Context Protocol)Vector embeddings vs text-based signalsMachine-speed, privacy-aware matchingRelation to identity and AdCP Signals

   Assessment

   Explain in plain terms why moving audience signals as embeddings can be faster and more privacy-aware than passing raw segments, and how it connects to match rate.

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   LEARN

   Connects Track D identity (D4) with the AdCP Signals Activation module (H4).

4. L4I4The agent registry, governance, and Agentic Mobile

   Prereqs: I1

   Objectives

   • Explain the role of an agent registry: a shared, trusted place to discover and verify agents, the governance backbone of AAMP.
   • Place the Agentic Mobile specification in context: extending agentic execution to in-app and mobile inventory.
   • Step back and describe where the ecosystem is heading, and what a publisher should do now (keep the supply chain clean, describe inventory well, watch both standards).

   Key concepts

   Agent registry and verificationGovernance of an agent ecosystemAgentic Mobile specificationPractical publisher posture today

   Assessment

   Explain why a shared agent registry matters for trust, and give a publisher two concrete things to do today to be ready for agentic demand regardless of which standard wins.

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   ANALYZE

   Readiness starts with a clean supply chain. Run a live audit to see where a publisher stands on authorization and transparency, the foundation agents will read.

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