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IAB Tech Lab Agent Registry
IAB Tech Lab Agent Registry aims to bring trust and transparency to the Agentic Advertising ecosystem. Companies can register their MCP (Model Context Protocol) or A2A (Agents-to-Agents) agent(s), and browse for agents that they want to work with. Each agent can be associated with a set of standardized functions to make discovery easier, and each company is validated against their IAB Tech Lab GPP (Global Privacy Protocol) ID.
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Agent Directory
Browse and discover MCP and A2A Agents that have been registered by their organizations. Agents can be filtered by function, type, and user-entered pricing and maturity statuses.
Register Agent
Register your A2A or MCP Agent to enable discovery in the agentic advertising ecosystem.
Validation Tools
Tools to validate Domains, End Points, and GPP IDs.
Registry Access Documentation
Learn how to access the Registry via REST API or MCP.