"AdCP provides a shared language for how agents issue instructions to platforms, discovering audiences, activating them, orchestrating buys and curating supply. UCP defines the rules for how compact, privacy-safe signals can be shared so agents know what actions to take and how those actions perform. The Agentic RTB Framework, meanwhile, rewires the auction mechanics so agents can operate within the system rather than sitting on top of it as an afterthought."
"If the open web waits, AI agents will inherit every flaw programmatic already knows too well - opaque supply, brittle data, uneven governance - and then amplify them at machine velocity. Bad inputs become systemic failures. Weak guardrails metastasize. Bias runs unchecked across the marketplace."
""Everyone is trying to figure out for themselves how to make sure what they're doing is compatible with the other constituents in the ecosystem," said Ruben Schreurs, CEO of media management firm Ebiquity at the launch of AdCP."
Awareness of agentic AI among ad ops was low in June but adoption accelerated rapidly. Three standards—Ad Context Protocol (AdCP), User Context Protocol (UCP), and the Agentic RTB Framework—have emerged to integrate agents into programmatic advertising. AdCP standardizes how agents instruct platforms to discover audiences, activate them, orchestrate buys and curate supply. UCP sets rules for sharing compact, privacy-safe signals so agents can decide and evaluate actions. Agentic RTB rewires auction mechanics to let agents operate within the system. The standards aim to prevent AI agents from amplifying existing programmatic problems like opaque supply, brittle data and uneven governance.
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