About
Every definition in this glossary is taken from a named specification artifact: AdCP at stable release 3.1.13, and the eight IAB Tech Lab repositories with published code under the AAMP label, which version independently. Ad tech terms that predate agentic buying are out of scope.
AdCP publishes one stable release at a time, so a definition taken from it can name a version. The repositories under the AAMP label version independently and publish no shared number, so an AAMP definition names the repository instead.
- Sources and Versions
A pinned source commit is the exact repository revision a definition was written from.
Other sections
- Ad Tech Glossary — all 35 terms, A to Z
- Concepts and standards — The protocols themselves, the transports they run on, and the names the category is given.
- Agent roles, identity and discovery — The parties to an agentic trade, the identity each one publishes, and the directories that list them.
- Buying objects and campaign lifecycle — A bought campaign breaks into a media buy, its packages and the products behind them.
- Signals, audiences and identity — Targeting data, who owns it, and the call that makes it usable on a destination.
- Real-time execution and bidstream agents — These terms run at serve time, while an impression is being decided.
- Deals, pricing and negotiation — How a price is agreed and booked: quotes, deals, negotiation rounds, access tiers and trust status.
- Governance, privacy and compliance — The constraints a buy has to satisfy before it is allowed to run.