"Digiday attempted to gauge market engagement after the dust had settled, and backers have started to put in the hard yards. First, it's worth a recap of what exactly AdCP is - for some, it's an open-source bridge between today's programmatic infrastructure and the dawn of the agentic era - or, as Digiday's Tim Peterson phrased it, "openRTB for the agentic AI era" (see video below)."
"As mentioned, while proponents frame these protocols as open and democratizing, critics warn they could simply shift - rather than dismantle - existing power dynamics among platforms, intermediaries, and publishers. To this end, backers of the initiative - the founding members are predominantly ad tech entities, although there is support from agencies, publishers, and marketers also privy to these developments - point to the structure of the Agentic Advertising Organization, i.e., the entity founded to oversee the governance of such protocols."
Ads Context Protocol (AdCP) launched just over 100 days ago amid strong excitement and criticism, prompting market engagement checks and early development work. AdCP functions as an open-source bridge between current programmatic infrastructure and agentic AI capabilities, likened to "openRTB for the agentic AI era." Proponents present the protocol as open and democratizing; critics warn it may reallocate rather than dismantle existing platform, intermediary, and publisher power. Founding members are mainly ad tech firms, with agencies, publishers, and marketers also involved. The Agentic Advertising Organization (AAO) will govern protocols through councils, chapters, and working groups, aiming to elect a 40-member board; the interim board includes Randall Rothenberg and Brian O'Kelley.
Read at Digiday
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