AAMP 2.3 and the Content Taxonomy Parser: a look back

A look back, written October 20, 2026. IAB Tech Lab released AAMP 2.3 on July 30, 2026.

AAMP 2.3, the July release of IAB Tech Lab's Agentic Advertising Management Protocols, included open-source contributions from HyperMindz and Mixpeek. Ours is the Content Taxonomy Parser. It classifies content into IAB Content Taxonomy v3, discovers and enriches contextual inventory, and scores brand safety, so an agent can tell what a piece of inventory contains before it bids on or books it. The full release is on IAB Tech Lab's site.

"AI agents make better decisions when they have better context," said Ethan Steininger, Founder & CEO, Mixpeek. "By contributing the Content Taxonomy Parser to AAMP 2.3, we're helping bring semantic understanding and contextual intelligence directly into agentic workflows so organizations can make smarter decisions with greater confidence."

What has happened since

• The IAB Tech Lab buyer agent ships a Mixpeek client for contextual classification. Setup, and a fix we submitted for its brand-safety category list, are in Using Mixpeek in the IAB Tech Lab buyer agent.
• Mixpeek's MCP server is listed in the IAB Tech Lab Agent Registry. What the registry is and how agents use it: the IAB Tech Lab Agent Registry.
• AAMP 3.0, named OpenProposal, opened for public comment on September 22, and we filed comments on content categories and brief matching. The draft is explained field by field in OpenProposal (AAMP 3.0) explained.
• Mixpeek classifies video, audio and pages into IAB Content Taxonomy 3.1 (704 categories), per scene for long video: IAB Content Taxonomy classification.