The IAB Tech Lab has expanded its Agent Registry to include ten active participants, introducing key players like Amazon and Burt Intelligence and a three-tier deployment classification system: Remote, Local, and Private. Announced by CEO Anthony Katsur on March 11, 2026, this update enhances the discoverability and integration of agentic advertising technologies under the Model Context Protocol (MCP). Currently, no A2A (Agent-to-Agent) entries exist, but all entries are designed to ensure trust and transparency within the advertising ecosystem. Each company is validated against the IAB Tech Lab GPP and TCF IDs for compliance. The Remote classification is prevalent, highlighting the industry’s trend toward hosted services. This operational registry addresses previous structural gaps in programmatic advertising, enabling companies to verify agent identities and capabilities. For those in the advertising sector, the expansion signals a significant move toward a more organized and compliant integration framework, essential for autonomous media transactions.
#IABTechLab #AgenticAdvertising #AdTech #MCP #AAMP
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