Kochava today opened StationOne to public beta, adding an IAB Tech Lab AAMP workspace that lets buyers test agentic ad workflows built on OpenDirect 2.1 without risking real spend.
Kochava today opened its StationOne platform to public beta - removing the invitation code requirement that had restricted access since its November 2025 launch - and simultaneously announced a partnership with IAB Tech Lab that makes agentic advertising infrastructure tangible for the first time in an accessible, open-source testing environment. The announcement, shared on March 25, 2026, by Charles F. Manning, CEO and President of Kochava, on LinkedIn, positions StationOne as the first platform to host a working, standards-compliant IAB Tech Lab AAMP workspace where buyers, sellers, agencies, and ad tech specialists can experiment with agentic workflows without executing real transactions.
The timing is significant. IAB Tech Lab formally named its umbrella agentic advertising initiative AAMP - Agentic Advertising Management Protocols - on February 26, 2026, just four weeks before today's StationOne announcement. What was then a set of named protocols now has a concrete place to run.
The workspace, designated as open source within StationOne, exposes 19 specialized skills organized across 8 functional areas. Every skill runs through the official IAB Tech Lab reference implementation MCP Server via the StationOne Connector. The source code for all skills, agent definitions, and system pre-prompts is visible to anyone who joins the workspace - a transparency choice that Manning says is intentional, letting participants inspect exactly what the agents are doing before they trust them with live campaigns.
The 8 functional areas follow the complete campaign lifecycle. Foundation & Setup comes first, establishing organizational structures through three skills: an Organization & Relationship Manager, an Account Setup Specialist, and a Tiered Pricing Navigator. The pricing dimension here is specific: the Tiered Pricing Navigator navigates four tiers - Public, Seat, Agency, and Advertiser - and unlocks progressive pricing discounts from 0% to 15% while accessing premium inventory. The Account Setup Specialist, meanwhile, creates accounts that link agencies to advertisers and configures organization ID relationships to enable advertiser-tier pricing, specifically noted as a 15% discount.
Planning & Strategy follows, with three skills designed to build comprehensive campaign strategies. The Campaign Brief Architect creates structured briefs optimized for agentic execution through the OpenDirect protocol. The Agentic Audience Planner translates audience requirements into discoverable signals, estimates coverage percentages across inventory, and balances identity-based targeting against contextual targeting. Completing the planning layer, the Budget Allocation Strategist optimizes budget distribution across channels and products, analyzing objectives to determine optimal channel mix while factoring audience coverage into budget decisions.
Inventory Discovery & Deal Structuring covers the step most buyers spend disproportionate time on manually. A Natural Language Inventory Finder parses conversational queries and extracts search criteria to find matching inventory across publishers, channels, and formats - presenting results in natural language. An Inventory Research Analyst then evaluates and compares those results across multiple dimensions. The Deal Structuring Expert addresses three deal types - Programmatic Guaranteed, Preferred Deal, and Private Auction - and documents terms for DSP activation, which becomes the handoff point for the next functional area.
Campaign Execution is where the 19 skills show their most direct operational value. The Campaign Brief Executor translates structured campaign briefs into fully executed OpenDirect bookings, running a complete workflow from accounts through orders through line items. The Order Creation Orchestrator builds campaign order containers with appropriate budgets, dates, currencies, and metadata. The Line Item Builder creates detailed bookings with precise quantities, rates, dates, targeting parameters, and booking status management - and calculates impression quantities directly from budget and CPM inputs. A Multi-Channel Campaign Orchestrator rounds out the execution layer, handling campaigns across CTV, Mobile App, Display, and Performance with unified strategy and consistent targeting.
Creative Management addresses a workflow gap that often stalls campaigns. The Creative Asset Manager registers assets with approval workflows that ensure compliance with publisher requirements and brand safety standards, tracks IQG ratings, and manages metadata. A Creative Assignment Coordinator then associates approved creatives with line items, configures rotation weights for A/B testing, and manages assignment status. The DSP Activation skill - a single skill handling a critical handoff - extracts Deal IDs from programmatic direct bookings and provides platform-specific activation steps for The Trade Desk, DV360, and Amazon DSP. It verifies deal trafficking before flight dates, bridging the gap between OpenDirect deal structuring and buy-side platform setup.
Performance & Optimization provides a Campaign Performance Analyst that monitors delivery pacing and budget utilization, analyzes channel, product, and creative performance, identifies underperforming components, and recommends optimization actions throughout the campaign flight. Finally, Change Management & Communicationcloses the loop. A Change Request Manager creates and tracks formal change requests covering budget adjustments, date extensions, and targeting updates. A Campaign Messaging Coordinator manages buyer-seller communications through OpenDirect messaging for campaign questions, updates, and issue resolution.
The entire architecture runs on IAB Tech Lab's OpenDirect 2.1 specification, which the AAMP initiative treats as the foundation for agentic direct buying. As PPC Land documented when IAB Tech Lab unveiled its agentic roadmap in January 2026, the organization's approach was deliberately built on extending existing standards rather than creating new ones - OpenRTB, AdCOM, OpenDirect, VAST, and the Deals API were all identified as foundations to extend with modern protocols including Model Context Protocol.
StationOne's removal of the invitation code requirement marks a notable shift in distribution. According to Manning's post, the platform now supports several partner-built workspaces covering planning, targeting, activation, measurement, and optimization across the industry. The IAB Tech Lab workspace is simply the first to be announced publicly. Manning notes that the open-source designation - something workspace authors can set - lets any participant see the source to all the skills and agent definitions available.
According to Anthony Katsur, CEO of IAB Tech Lab, in a separate LinkedIn post published the same day, the Kochava integration "powered by AAMP's Buyer Agent SDK and agentic object models" enables buyers, sellers, agencies, and ad tech teams to "safely test standards compliant agentic workflows, fine tune them, and test their workflows without breaking anything before executing a real agent transaction." That phrase - "without breaking anything" - addresses a genuine concern: the advertising industry has been talking about agentic buying for months, but the absence of safe sandboxed environments has limited who could actually experiment.
Kochava originally launched StationOne on November 25, 2025, positioning the desktop application as a solution to AI tool proliferation among marketing professionals. The platform runs on Windows, macOS, and Linux, connecting to Anthropic's Claude, OpenAI's GPT, Meta's Llama, and custom models through a unified interface. Its MCP architecture - the same architecture that now hosts the IAB Tech Lab workspace - was central to its original design. Kochava later expanded StationOne's capabilities in February 2026 with Atlas Performance, an analytics layer for premium publishers.
The advertising industry's shift toward agentic infrastructure has proceeded faster in specification than in practice. IAB Tech Lab's Agent Registry, which tracks registered agentic participants, reached 10 entries in mid-March 2026, adding Amazon, Burt Intelligence, Optable, Dstillery, and HyperMindZ.ai to the roster. All 10 registered agents operate under the Model Context Protocol standard. Yet the fundamental question of how these agents interact in a real buying scenario - and whether anyone could safely test that interaction before committing budget - remained largely unanswered.
The StationOne workspace addresses that gap. It provides a structured, inspectable environment where ad tech teams can engage with the same MCP Server that IAB Tech Lab uses in its reference implementation, test the full 8-stage workflow from foundation setup through change management, and verify that their understanding of agentic buying actually matches what the standards specify. Whether the output of that testing influences real deployments depends on how quickly platforms adopt the OpenDirect 2.1 and AAMP protocol stack.
IAB Europe, in a March 12, 2026 explainer, outlined three levels of agentic advertising scale - from single LLM agents through multi-agent coordination to a full agentic ecosystem with multiple owners. The third level, according to the organization's Data and Innovation Strategist Dimitris Beis, is where real complexity begins: discovering what agents exist, what they can do, and how to enforce policy and accountability across systems with different owners. That complexity is not resolved by today's announcement. What today's announcement does provide is a concrete, accessible starting point for practitioners who have read the specifications but had no place to run them.
The workspace is available in StationOne today by joining a workspace. The open-source designation means all skills, agent definitions, and system pre-prompts are visible to participants.
Who: Kochava, the measurement and attribution platform led by CEO Charles F. Manning, in partnership with IAB Tech Lab, led by CEO Anthony Katsur.
What: Kochava today opened StationOne to public open beta - removing the invitation code requirement - and launched an open-source IAB Tech Lab AAMP workspace inside the platform. The workspace contains 19 specialized agentic skills organized across 8 functional areas covering the full programmatic direct media buying lifecycle, all running through IAB Tech Lab's reference implementation MCP Server via the StationOne Connector and built on the OpenDirect 2.1 specification. Users can inspect all skills, agent definitions, and system pre-prompts. No real ad transactions are executed during testing.
When: The announcement was made on March 25, 2026. StationOne was originally launched on November 25, 2025. The IAB Tech Lab AAMP initiative was formally named on February 26, 2026.
Where: StationOne is a desktop application running on Windows, macOS, and Linux. The IAB Tech Lab workspace is accessible within StationOne by joining a workspace. Kochava is headquartered in Sandpoint, Idaho.
Why: The advertising industry has rapidly developed agentic advertising specifications and protocols, but practitioners have had no accessible, safe environment to test standards-compliant workflows before executing real transactions. The StationOne AAMP workspace provides a sandboxed, transparent, open-source testing layer where buyers, sellers, agencies, and ad tech teams can experiment with agentic buying at every stage of the campaign lifecycle - from organizational setup and audience planning through deal structuring, campaign execution, creative management, DSP activation, performance analysis, and change management - all on open IAB Tech Lab standards.