Time goes all-in on agents; IAB Tech Lab ships AAMP 3.0

Time has deployed Kana AI agents across its advertising business, connecting proposal generation with ongoing campaign monitoring. Kana's Media Proposal Generator converts inbound RFPs into inventory-aware proposals using Time's pricing and packaging guidance, cutting a process that once took days down to minutes, while its Campaign Orchestrator continuously monitors live campaigns for pacing, underdelivery and optimization. The agents operate inside controls Time set, including budget limits, pricing guidance and approval thresholds that decide when they act independently and when a human must sign off. Separately, industry standards body IAB Tech Lab introduced AAMP 3.0, expanding its agentic advertising framework to cover everything from inventory discovery and proposal evaluation through negotiation, execution and reporting. "For publishers, that creates the opportunity to reach more buyers with more ad products or custom ad solutions that demonstrate why their audiences and inventory fit the brief, and to earn a place on more media plans," IAB Tech Lab CEO Anthony Katsur wrote on LinkedIn.

The crux

Ad buying is moving into an agent layer above the DSPs and SSPs - agents will decide which publishers and packages make the plan - so publishers that do not make their inventory machine-readable and agent-discoverable risk being excluded before a human ever sees the brief.

Sell-side read

Get inventory, pricing and packaging into structured, machine-readable form now, and engage the OpenProposal public comment window (open through Oct 22) because the standard that forms now decides who gets on the plan.

Watch

Whether OpenProposal adoption pushes RFP-to-buy into agent-to-agent negotiation within two quarters.