Bryan Szekely demonstrated the current Seller Agent interface and discussed its evolution with OpenProposal
LONDON, November 3rd, 2026 — Sigma Software presented its planned contributions at the IAB Tech Lab International Summit 2026 in London on November 5. Bryan Szekely demonstrated the company’s current Seller Agent user interface, discussed the gaps the company aims to address and outlined plans to contribute the UI to IAB Tech Lab.
The interface is built for the current production version of IAB Tech Lab’s Agentic Advertising Management Protocols (AAMP) and brings existing Seller Agent capabilities into a web console. The presentation combined a live demonstration with a discussion of the changes the company intends to make as the specification evolves.
IAB Tech Lab is gathering community feedback on AAMP 3.0, which introduces OpenProposal. The proposed specification gives advertising offers a common structure that links buyer requirements and seller terms with existing media execution standards. After receiving substantial feedback, IAB Tech Lab extended the public comment period through November 10, 2026.
“Open standards get stronger when the community builds on them,” said Matthew Jacobs, Head of Agentic Technologies at IAB Tech Lab.
“It’s great to see Sigma Software sharing its work on a Buyer and Seller Agent interface for AAMP, and we encourage everyone experimenting with agentic buying and selling to weigh in on AAMP 3.0 and OpenProposal before public comment closes on November 10.”
Szekely walked through the changes the team plans to make to the interface. These include how commercial offers are presented, how buyers configure options within seller terms and how agreements move into deals and orders. The current interface is an interim implementation aligned with existing AAMP capabilities. Once OpenProposal is finalized, the company will update the relevant UI workflows to match the agreed specification.
“IAB Tech Lab is a cornerstone of our industry. Open standards and open source have been central to advertising’s growth, and we want to build on that foundation as agentic advertising develops,” said Katherine Tuluzova, CEO of Sigma Software.
“Our UI contribution will make the Seller Agent easier for operators to use. That lowers barriers to adoption and supports the growth of the wider agentic economy. We believe the community benefits when companies share both working software and what they learned building it.”
The contribution is part of Sigma Software’s broader work in agentic advertising. The company is tracking emerging technologies and industry standards while developing agentic use cases for customers across the advertising value chain.
About Sigma Software
Sigma Software is a global technology consulting and software engineering company with more than 24 years of experience building complex digital products and platforms. With more than 2,000 specialists across over 20 countries, the company works with enterprises, technology companies, and emerging businesses in advertising technology, financial services, automotive, telecommunications, and other industries. Its capabilities span software engineering, data, cloud infrastructure, AI, and machine learning, with longstanding experience in AdTech and open industry initiatives. As a member of the IAB Tech Lab Board of Directors, the company is at the forefront of setting the open standards for agentic media buying.
About IAB Tech Lab
Established in 2014, the IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem. Comprised of digital publishers, ad technology firms, agencies, brands, and other member companies, IAB Tech Lab focuses on solutions for brand safety and ad fraud; identity, data, and consumer privacy; cross-channel programmatic effectiveness and ad measurement; and the impact of LLMs and AI agents on advertising. Its work includes the OpenRTB real-time bidding protocol, ads.txt anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, Trusted Server, and the Agentic Roadmap initiative for agentic advertising. Board members and companies are listed at https://iabtechlab.com/about-the-iab-tech-lab/tech-lab-leadership/. For more information, please visit https://iabtechlab.com.
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