By IAB Tech Lab named its agentic advertising umbrella initiative AAMP on February 26. Four weeks later, Kochava shipped the first place where those protocols actually run.
On March 24, Kochava announced that its StationOne platform, now exiting closed beta after launching with invitation codes in November 2025, hosts the AAMP Buyer Agent SDK as an open-source workspace. StationOne is a desktop application, not a cloud service. It connects AI models to ad tech tools through API keys and Model Context Protocol (MCP) integrations. Every agent action, every system pre-prompt, and every skill definition sits in viewable source code.
For measurement and attribution teams, this is the first concrete artifact to evaluate. Not a roadmap slide. Not a blog post about the future of AI in advertising. A downloadable workspace with 19 agent skills you can read line by line.
What the spec actually contains
The AAMP workspace inside StationOne organizes 19 skills across eight functional areas that track the campaign lifecycle from setup to reporting. Each skill routes through IAB Tech Lab's reference implementation MCP Server via the StationOne Connector.
The eight areas, per PPC Land's detailed breakdown:
- Foundation and setup: Organization management, account linking, tiered pricing navigation across four levels (Public, Seat, Agency, Advertiser) with discounts up to 15%
- Planning and strategy: Campaign brief creation via OpenDirect protocol, audience planning that balances identity-based targeting against contextual targeting, budget allocation across channels
- Inventory discovery and deal structuring: Natural language inventory search, comparison analysis, deal structuring for Programmatic Guaranteed, Preferred Deal, and Private Auction
- Campaign execution: Brief-to-booking automation through OpenDirect, order creation, line item building with impression quantity calculation from budget and CPM inputs
- Creative management: Asset registration with approval workflows, IQG rating tracking, rotation weight configuration for A/B testing
- DSP activation: Deal ID extraction from programmatic direct bookings with platform-specific activation steps for The Trade Desk, DV360, and Amazon DSP
- Performance and optimization: Delivery pacing and budget utilization monitoring
- Reporting and compliance: Campaign reporting and compliance verification
