AAMP 3.0 OpenProposal: how an ad seller’s offer looks to a buying agent

IAB Tech Lab recently published the AAMP 3.0 draft, and it is the first version that defines a new specification: OpenProposal. All previous agentic releases were reference implementations of buyer and seller agents. This one is different, it writes the...

Updates30 Sep 2026Damian Naglak

3 min read

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An ad request is read in full, though only a few parts decide how to bid

Insights, UpdatesDamian Naglak
3 min read
A cookie ID has to survive five checkpoints to work at all
To count the same person twice, for a frequency cap or a retarget, you need one identifier that holds still...
27 Aug 2026Read more »
Insights, UpdatesDamian Naglak
3 min read
The same Device ID goes by eight different names depending on the platform
To count the same person twice, for a frequency cap or a retarget, you need one identifier that holds still...
25 Aug 2026Read more »
Insights, UpdatesDamian Naglak
3 min read
The same ad reaches you again because the ID counting it keeps disappearing
You get the same ad ten times in one evening. That campaign almost certainly had a frequency cap set well...
20 Aug 2026Read more »