IAB Tech Lab Agent Registry: every agent and MCP server, by category

What is the IAB Tech Lab Agent Registry?

The IAB Tech Lab Agent & MCP Server Registry is IAB Tech Lab's public directory of AI agents and MCP servers built for advertising, at registry.iabtechlab.ai. Each entry names the agent, the company behind it, its protocol (MCP or A2A), whether it is remote, local or private, its category, its endpoint and the tools the registry found on it. Anyone can browse it without logging in; registering or updating an agent requires an IAB Tech Lab Tools Portal account (registry). It is part of IAB Tech Lab's AAMP work on agentic advertising, and the registry itself is listed as an MCP server.

Snapshot: 2026-11-01. Every number and row below comes from the registry's own API on that date. We refresh this page monthly.

The registry by the numbers

51 agents from 43 companies.

Protocol: 50 MCP servers, 1 A2A agent (Kintsugi).

Deployment: 48 remote, 2 private (PMG Alli Buyer Cloud Agent, Optable Audience Agent), 1 local (Google Ads MCP).

Maturity: 29 marked GA, 19 beta, 3 alpha.

Verification flags the registry reports: domain verified on 46, endpoint check passed on 43, GPP verified on 15.

Tools: the registry found tools on 49 agents, 1,708 in total. The largest are TikTok for Business MCP (379), HYPD AI Ads & Analytics (114), HyperMindZ Campaign Orchestrator (111), Meta Ads MCP (97), and AdMesh MCP and Mixpeek MCP Server (91 each).

Companies with more than one entry: Corleh (5), Amazon (3, one per region), Burt Intelligence (2) and Lupon Media (2).

The registry's filters also offer Advertiser, Customer Data Platform, Data Clean Room, Email Marketing and Personalization, which had no agents on 2026-11-01.

Every agent in the registry, by category

"Tools found" is the number of tools the registry discovered on the agent's endpoint. "Registry endpoint check" is the registry's own endpoint health flag on the snapshot date; a "no" can mean an endpoint that needs credentials or a private deployment, so treat it as a prompt to check, not a verdict.

Ad Exchange

Ad Server

Agency

Analytics

Consent Management

Creative Management

Data Management Platform

Data Provider

Demand-Side Platform

Identity Resolution

Measurement & Attribution

Order Management System

Other

Publisher

Supply-Side Platform

How to query the registry from code

Browsing is free, and so is the API: request an anonymous identity, swap it for a 60-minute token, then call the agents route (auth.md). This ran on 2026-11-01:

ASSERTION=$(curl -s -X POST -H 'Content-Type: application/json' \
  -d '{"type":"anonymous"}' https://registry.iabtechlab.ai/agent/identity \
  | python3 -c 'import json,sys; print(json.load(sys.stdin)["identity_assertion"])')

TOKEN=$(curl -s -X POST https://registry.iabtechlab.ai/oauth2/token \
  -d "grant_type=urn:ietf:params:oauth:grant-type:jwt-bearer&assertion=$ASSERTION" \
  | python3 -c 'import json,sys; print(json.load(sys.stdin)["access_token"])')

curl -s -H "Authorization: Bearer $TOKEN" https://registry.iabtechlab.ai/api/v1/agents \
  | python3 -c 'import json,sys; d=json.load(sys.stdin)["data"]; print(d["count"], [a["agent_name"] for a in d["agents"]][:5])'

The token comes back with scope registry.read. GET /api/v1/agents/<id> returns one agent. Each record carries agent_name, legal_name, protocol_type, type, category, status, endpoint_url, the verification flags, and discovered_tools with each tool's name and description. An agent can also query the registry over MCP at https://registry.iabtechlab.ai/mcp, through the registry's own list_agents tool.

How do I list an agent in the registry?

Sign in to the IAB Tech Lab Tools Portal from the registry page and submit the agent. The registry page says a permanent connection, or registering an agent, requires a Tools Portal account. The entry's verification flags (domain, endpoint, GPP) are set by the registry, not typed in by the submitter.

Where Mixpeek fits

Mixpeek is listed as Mixpeek MCP Server, in the Data Management Platform category, remote, GA, with 91 tools found on https://mcp.mixpeek.com. It indexes video, images, audio and documents from object storage and lets an agent classify and search them, including against IAB Content Taxonomy 3.1 (IAB Content Taxonomy classification). For how the registry relates to the rest of IAB Tech Lab's agentic standards, see AdCP, AAMP, ARTF and Agentic Audiences: what each one does.

Changelog

2026-11-01: 51 agents. Added Bauer Media UK Seller Agent (HBVB) and Realize MCP Server (Taboola). Tools found rose on Mixpeek MCP Server (62 to 91), MolTrust Trust Registry (56 to 64) and Equativ MCP (82 to 84).

2026-10-19: first snapshot, 49 agents.

Frequently Asked Questions

How many agents are in the IAB Tech Lab Agent Registry?

49 on 2026-10-19, from 41 companies: 48 MCP servers and one A2A agent. The count is the registry API's own count field on that date.

Is the IAB Tech Lab Agent Registry free to use?

Browsing is free with no login, and the API issues an anonymous read token on request. Registering or updating an agent requires an IAB Tech Lab Tools Portal account.

Which protocols does the registry support?

MCP servers and A2A agents. On 2026-10-19 all but one entry was an MCP server; Kintsugi was the only A2A agent.

What do the verification flags mean?

The registry reports three: domain verified (46 of 49 on 2026-10-19), endpoint health check passed (41), and GPP verified (14). They are set by the registry. A failed endpoint check can reflect an endpoint that requires credentials, so read it as something to check rather than a judgment of the agent.

Can an AI agent search the registry itself?

Yes. The registry lists its own MCP server at https://registry.iabtechlab.ai/mcp, with a list_agents tool that filters by protocol, deployment type, category and status, plus free-text search.

Sources

IAB Tech Lab Agent & MCP Server Registry

Registry API authentication (auth.md)

IAB Tech Lab AAMP