"Why are such guardrails needed? Because AI agents are ultimately incredibly capable, exceedingly knowledgeable idiots. If you were to ask an AI agent simply to make you a sandwich, you're leaving it up to the AI agent to decide what kind of sandwich, and it could come back with a hot dog, which you may or may not consider a sandwich. Now think of an AI agent having that kind of decision-making power when managing six- and seven-figure ad buys. Thus, guardrails."
"AdCP is one of multiple new efforts to put some infrastructure around the incorporation of AI agents into advertising. IAB Tech Lab's User Context Protocol and Agentic RTB Framework are two other recent examples. In this episode of the Digiday Podcast, Digiday executive editor of news Seb Joseph and senior ad tech reporter Ronan Shields join hosts Kimeko McCoy and Tim Peterson to outline how the ad industry is laying the pipes for programmatic advertising's intersection with AI agents."
"WTF is AdCP? Joseph: Think of it as a language, a standardized, common language for AI agents to communicate with each other across the ad supply chain. It's designed to give AI agents a standardized way of talking to each other, essentially. Just a dictionary, right, that they can all reference in order to be able to figure out what each other are doing and then act accordingly."
AI agents are being integrated into programmatic advertising, creating a need for technical guardrails due to an opaque ad supply chain and high-value decision making. The Ad Context Protocol (AdCP) aims to create a standardized language for AI agents to communicate across the ad ecosystem, enabling clearer signals and interoperable behavior. Other initiatives include IAB Tech Lab's User Context Protocol and the Agentic RTB Framework. The goal of these standards is to reduce erroneous or unintended outcomes from autonomous agents by defining context, constraints, and expectations for automated bidding and media management.
Read at Digiday
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