"AdCP is built on top of Model Context Protocol (MCP), an open standard introduced by Anthropic and broadly adopted by the industry. MCP addresses a well-known limitation of large language models. While AI models have become much better at language and reasoning, they still struggle to take reliable actions inside real software. Interactions with external tools can be brittle, with models misunderstanding what actions do or invoking them incorrectly."
"AdCP standardizes the interface between models and advertising systems. It makes it easier for a model to discover available actions and invoke them consistently, like ordering items off a menu. That helps workflow automation scale, but it stops at execution. Standardizing how an action is triggered does not change the quality of the action itself. If a bidding strategy is poorly designed or an audience definition is weak, AdCP can help invoke it more reliably, but it cannot improve the underlying logic."
Ad Context Protocol (AdCP) builds on Model Context Protocol (MCP) to provide a shared, standardized way for models to discover and invoke advertising actions across platforms. MCP standardizes how tools describe supported actions to reduce brittle interactions and mis-invoked operations when models act inside software. AdCP maps common ad actions like creating strategies or activating audiences into a consistent interface, simplifying cross-platform automation and execution. Standardizing invocation improves reliability and scalability of workflows but does not change the quality of bidding strategies, audience definitions, or underlying decision logic, leaving agentic ad buying premature.
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