"Billed as a shared, standardised language for how AI agents communicate across advertising, it's supposed to bring order to the next wave of machine-driven media. Instead, its debut last week triggered more debate than consensus."
"To some, AdCP looks like a timely fix for an industry weighed down by fragmentation and technical debt - a way to make the AI tools interoperable before the chaos sets in. To others, it looks like the start of yet another power play, a supposedly "open" initiative that will quietly advantage those who helped write the rules."
"For now, AdCP is launching with two pieces: the Audience Activation Protocol and the Media Buy Protocol. The first helps advertisers define and find audiences. Picture an AI agent parsing a prompt like "travel enthusiasts planning winter vacations with high purchase intent in the U.K.". The second enables those agents to buy media against those parameters, theoretically allowing publisher-side agents to respond with matching inventory."
Ad Context Protocol (AdCP) establishes a standardised language for AI agents to coordinate advertising tasks such as audience definition, inventory packaging and campaign constraints. The initial launch includes an Audience Activation Protocol for defining and finding audiences and a Media Buy Protocol for executing buys against those audience parameters. AdCP is designed to complement OpenRTB by focusing on orchestration and workflow rather than impression-level auctions. The standard could expand into out-of-home and linear TV. A consortium including Scope3, PubMatic, Magnite and Ebiquity plans to publish full documentation and working demos within a year.
Read at Digiday
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