"At its simplest, AdCP is an open-source communication protocol that lets AI agents - whether built by advertisers, publishers, or ad tech intermediaries - interact using a common language. Built on Anthropic's Model Context Protocol, a.k.a. MCP, and other agent-to-agent, or A2A frameworks, AdCP standardizes how machines exchange structured data about audiences, inventory, and campaign objectives. In other words, it's the digital plumbing that allows AI systems across platforms to "understand" one another."
"Scope3 CEO Brian O'Kelley compared its launch to the debut of header bidding - with comparisons to the OpenRTB standard. Think of AdCP as the OpenRTB for the AI era. While OpenRTB standardized real-time bidding and ad exchange transactions, AdCP is designed to standardize agentic communication - the kind of back-and-forth negotiation that may precede a buy or audience activation, often occurring outside the traditional bidstream."
AdCP is an open-source communication protocol that enables AI agents built by advertisers, publishers, or ad tech intermediaries to exchange structured data and negotiate programmatic actions. The protocol builds on Anthropic's Model Context Protocol (MCP) and other agent-to-agent frameworks to standardize messages about audiences, inventory, and campaign objectives. AdCP aims to become the OpenRTB equivalent for agentic interactions, supporting off-bidstream negotiations and audience activations. The protocol seeks to address programmatic complexity such as data silos, opaque fees, and long supply chains by enabling interoperable, machine-readable exchange across platforms and potentially automating planning and buying workflows.
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