Adform, the integrated advertising platform built for the agentic age, today (8th July, 2026) announced its continued collaboration with IAB Tech Lab to help operationalise the emerging standards that will underpin the next generation of agentic advertising.

As AI agents begin to transform every stage of the advertising lifecycle, the industry faces a critical choice: build another generation of fragmented proprietary systems, or create an open ecosystem where AI agents can operate transparently, securely, and across platforms. Adform believes the future of agentic advertising depends on open standards, shared protocols, and interoperable infrastructure.

Earlier this year, Adform opened the full breadth of Adform FLOW through its MCP Server (Model Context Protocol server), making more than 800 capabilities across the advertising lifecycle available to external AI agents. Covering campaign planning, forecasting, activation, optimisation, troubleshooting, and reporting, the platform enables AI agents to interact with advertising workflows through a unified and secure interface. Building on that foundation, Adform is now helping bring emerging agentic standards into practical, real-world implementation.

A key focus for Adform is to deliver practical, interoperable agentic interfaces, and solutions built on emerging industry standards such as IAB Tech Lab’s Agentic Advertising Management Protocols (AAMP 2.0). AAMP establishes a common operational framework for AI agents across digital advertising. Building on proven industry standards such as OpenRTB, OpenDirect, the Advertising Common Object Model, and the Deals API, AAMP introduces new components including the Agentic Real-Time Framework (ARTF), Buyer and Seller Agents SDKs, and an Agent Registry. Together, these aim to provide the foundation for AI agents to communicate, coordinate, and execute advertising workflows in a transparent, interoperable, and governed way.

As Europe's leading ad tech platform, Adform brings a unique perspective to the development of these standards. By operating the full advertising stack, from planning and activation to optimisation, identity, and reporting, Adform is able to validate emerging standards across complete advertising workflows rather than isolated point solutions. The company has already implemented ARTF support across its infrastructure and is working with IAB Tech Lab to develop and test AAMP 2.0 workflows in real advertising environments.

Anthony Katsur, CEO of IAB Tech Lab, said: "Agentic advertising doesn't need a new ecosystem. It needs a way to extend the one that already works. By building on proven industry standards, we can accelerate innovation while preserving the interoperability, transparency, and trust that digital advertising depends on."

Jochen Schlosser, chief technology officer at Adform, added: "Agentic advertising only works when the ecosystem underneath is connected. We must avoid a fragmented landscape of proprietary agents operating in isolation. Open standards such as AAMP and shared protocols like the MCP and the ARTF are essential for safety, transparency, and seamless scalability. As a European full-stack platform, we believe we have both the responsibility and the technical capability to help shape that future."

The announcement reinforces Adform's long-term commitment to open infrastructure and industry collaboration, ensuring that agentic advertising evolves through shared standards rather than closed ecosystems. By combining production-ready AI infrastructure with active participation in industry standards, Adform is helping build an open foundation for the next era of programmatic advertising.