Sigma Software Presents Its UI Contribution at IAB Tech Lab International Summit
by on 5th Nov 2026 in News
Sigma Software presented its planned contributions at the IAB Tech Lab International Summit 2026 in London on 5th November, 2026. Bryan Szekely demonstrated the company’s current Seller Agent user interface, discussed the gaps the company aims to address and outlined plans to contribute the UI to IAB Tech Lab.
The interface is built for the current production version of IAB Tech Lab’s Agentic Advertising Management Protocols (AAMP) and brings existing Seller Agent capabilities into a web console. The presentation combined a live demonstration with a discussion of the changes the company intends to make as the specification evolves.
IAB Tech Lab is gathering community feedback on AAMP 3.0, which introduces OpenProposal. The proposed specification gives advertising offers a common structure that links buyer requirements and seller terms with existing media execution standards. After receiving substantial feedback, IAB Tech Lab extended the public comment period through November 10, 2026.
"Open standards get stronger when the community builds on them," said Matthew Jacobs, head of agentic technologies at IAB Tech Lab. "It’s great to see Sigma Software sharing its work on a Buyer and Seller Agent interface for AAMP, and we encourage everyone experimenting with agentic buying and selling to weigh in on AAMP 3.0 and OpenProposal before public comment closes on November 10."
Szekely walked through the changes the team plans to make to the interface. These include how commercial offers are presented, how buyers configure options within seller terms and how agreements move into deals and orders. The current interface is an interim implementation aligned with existing AAMP capabilities. Once OpenProposal is finalised, the company will update the relevant UI workflows to match the agreed specification.
"IAB Tech Lab is a cornerstone of our industry. Open standards and open source have been central to advertising’s growth, and we want to build on that foundation as agentic advertising develops," said Katherine Tuluzova, CEO of Sigma Software. "Our UI contribution will make the Seller Agent easier for operators to use. That lowers barriers to adoption and supports the growth of the wider agentic economy. We believe the community benefits when companies share both working software and what they learned building it."
The contribution is part of Sigma Software’s broader work in agentic advertising. The company is tracking emerging technologies and industry standards while developing agentic use cases for customers across the advertising value chain.
Sigma Software
Ad TechAgentic AIAgentic CommerceProgrammaticSupply Side
Follow ExchangeWire