Prebid Takes Over AdCP's Code For Creating Sell-Side AI Agents | AdExchanger

"The ad industry is racing toward a not-too-distant future where AI agents negotiate programmatic deals on their own - and Prebid doesn't want publishers to get left behind. The group that turned header bidding software into an open-source standard announced on Thursday that it's taking ownership of code developed using Ad Context Protocol (AdCP) that will power publisher-side AI agents."

"Agentic automation For automated agentic advertising to really work, AI agents need to handle all of the different tasks involved in executing a digital ad campaign, Garrett McGrath, SVP of product management at Magnite and chairman of the Prebid board, told AdExchanger. This vision calls for specialized agents on both the buy side and sell side, plus others dedicated to data matching, measurement and other advertising use cases."

"AdCP, which launched in October, has emerged as an early standard to help these AI agents communicate. It was created by a consortium of ad tech companies, including Scope3, Triton Digital, Yahoo, PubMatic, Optable and Swivel. This consortium also created a new industry group, called AgenticAdvertising.org - or AAO, if you need yet another acronym to keep track of - to govern the AdCP standard."

Prebid is taking ownership of code developed using Ad Context Protocol (AdCP) to power publisher-side AI agents and will release the Prebid Sales Agent as open-source within 30 to 45 days. Publishers can download the software from GitHub and contribute feedback regardless of Prebid membership. Emerging frameworks like AdCP enable AI-to-AI programmatic transactions, but expecting publishers to build and maintain autonomous selling agents is unrealistic. Effective agentic automation requires specialized agents on buy and sell sides plus agents for data matching, measurement and other tasks. A consortium created AdCP and formed AgenticAdvertising.org to govern the standard, and Prebid will support the Sales Agent alongside other open-source codebases.

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