Adform Partners with IAB Tech Lab on Open Standard for AI-Driven Advertising
Adform and IAB Tech Lab are working together on AAMP 2.0, an open protocol that builds on existing standards like OpenRTB and adds new components for AI‑driven advertising agents. Adform has already integrated the framework into its European media‑buying platform FLOW, allowing advertisers and agencies to control campaigns with AI tools such as Claude, ChatGPT, and Microsoft Copilot. The partnership aims to ensure interoperability, safety, and scalability of AI agents across the ad tech ecosystem.