Adform, a Copenhagen-based advertising technology company, is collaborating with the IAB Tech Lab to develop and test the AAMP 2.0 protocol, an open industry standard designed to govern how artificial intelligence agents communicate and coordinate tasks within digital advertising ecosystems.
The partnership represents a significant move toward standardizing the rapidly evolving intersection of AI and advertising technology. AAMP 2.0 builds upon established protocols like OpenRTB while introducing new components specifically engineered for AI-driven advertising agents. The framework enables multiple AI tools to operate cohesively across the ad tech infrastructure, reducing fragmentation that could undermine the efficiency of programmatic advertising platforms.
AI Integration Into Existing Platforms
Adform has already integrated AAMP 2.0 into FLOW, its European media-buying platform, enabling advertisers and agencies to leverage popular AI assistants including Claude, ChatGPT, and Microsoft Copilot to manage and optimize their advertising campaigns. This integration demonstrates a practical application of the protocol beyond theoretical development, allowing marketing professionals to delegate certain campaign management functions to AI tools while maintaining oversight and control.
The move reflects a broader industry trend toward delegating repetitive and data-intensive advertising tasks to machine learning systems. By establishing common protocols, industry players aim to prevent proprietary solutions from creating isolated ecosystems where different AI agents cannot interact effectively.
Industry Standards and Ecosystem Safety
Jochen Schlosser, an industry figure involved in the initiative, emphasized the importance of collaborative standardization. “We must prevent a wild proliferation of isolated, closed agents that do not work together. Open standards like AAMP and shared protocols are essential: they keep the ecosystem safe, transparent and scalable,” Schlosser noted.
The collaboration between Adform and IAB Tech Lab addresses concerns that uncontrolled development of AI agents in advertising could lead to interoperability challenges, security vulnerabilities, and market fragmentation. By establishing transparent protocols and shared standards, the initiative aims to create guardrails for how AI systems operate within the advertising value chain.
European Tech Leadership
The Danish company’s involvement in this standardization effort underscores the growing role of European ad tech companies in shaping the future of digital marketing infrastructure. Founded in 2002, Adform operates across the continent and has positioned itself at the intersection of traditional advertising technology and emerging AI capabilities.
As artificial intelligence becomes increasingly central to marketing operations, ensuring that different AI agents can interact safely and predictably across platforms will be critical for maintaining market efficiency and advertiser confidence. The AAMP 2.0 protocol represents an attempt to establish governance frameworks before fragmentation becomes entrenched, positioning forward-thinking companies and standards bodies ahead of potential coordination problems in the European advertising ecosystem.