"Last week, a number of ad tech industry members came together to launch the Ad Context Protocol (AdCP), an open standard designed to support AI agents in planning, transacting, and optimising advertising campaigns. Founding members of the standard include Scope 3, PubMatic, Ebiquity, and Yahoo, among others. It addresses the rapid rise of autonomous agents in ad tech - software that communicates with people, data, LLMs, and ad platforms to carry out advertising - which has so far increased fragmentation in the ecosystem."
"AdCP defines a standardised interface for agent-to-platform and agent-to-agent communication, allowing buyers and sellers to connect their agentic systems. In effect, the shared infrastructure functions as a common language between different players within the ad ecosystem, bringing the entire marketplace together. Through AdCP, advertisers can connect to media companies or publishers directly in order to run and optimise campaigns towards a shared objective."
Ad Context Protocol (AdCP) provides an open standard that defines a common interface for agent-to-platform and agent-to-agent communication in advertising. The standard enables AI agents to plan, transact, and optimise campaigns across diverse platforms without bespoke integrations. AdCP standardises representation of inventory, pricing, and packaging, enabling publishers to expose monetisation opportunities and ad tech platforms to surface capabilities to external agents. The protocol reduces fragmentation by creating a shared language between buyers, sellers, and automation tools. Advertisers should begin mapping current systems to the standard, run pilot integrations with partners, prioritise data governance and objective alignment, and monitor performance and interoperability.
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