Adtech firms launch Ad Context Protocol for AI ad buying

Here is one for media buyers, especially my agency friends: A groundbreaking initiative is underway as more than 20 industry leaders, such as Yahoo, PubMatic, and Scope3, join forces to establish the Ad Context Protocol (AdCP). This innovative framework is poised to propel the AI-driven future of programmatic advertising. Why Media Buyers Should Take Note: ➡️ **A Universal AI Language:** AdCP serves as a universal language for AI agents within the advertising sphere, akin to how OpenRTB revolutionized real-time bidding previously. This advancement empowers AI to transcend mere optimization, delving deeply into media planning, negotiation, and purchasing processes. ➡️ **Streamlined Operations:** Expect a shift towards a more straightforward, transparent, and efficient ecosystem. Advertisers will enjoy enhanced direct access to partner audiences and inventory, streamlining processes and circumventing traditional programmatic complexities. ➡️ **Pioneering the Agentic Future:** By establishing a crucial link between current systems and the impending "agentic future," this framework ensures seamless communication and transactions between AI-powered media agents and existing DSPs, SSPs, and ad servers. The industry is embracing the upcoming AI revolution. For those involved in programmatic advertising, grasping the significance of AdCP is paramount to maintaining a competitive edge. #ProgrammaticAdvertising #MediaBuying #AdTech #ArtificialIntelligence #AICPx

Programmatic once automated human buying. Now, agentic systems aim to automate the platforms themselves. If AI can negotiate and execute media directly, what role will be left for the layers that built the modern ad ecosystem? https://lnkd.in/gahB_GEz

“…More than 20 companies are coming together to create a framework that will enable media agencies to better use artificial intellgience (AI) to complete their buying and selling across a fragmented landscape of publishers, per a press release. The new Ad Context Protocol (AdCP) is designed to lay the groundwork as AI media agents take hold. Founding companies include Yahoo, Optable, PubMatic, Scope3, Swivel and Triton Digital. The framework is intended to be similar to how OpenRTB standardized real-time bidding in the early days of programmatic advertising, which enabled advertisers to execute their media plans and budgets more quickly and efficiently…”

💡A turning point for advertising infrastructure. Ad Context Protocol (AdCP) launches today - an open standard that lets AI agents communicate across the ad ecosystem. Like OpenRTB for programmatic, AdCP establishes a shared language for agentic advertising, built on Anthropic’s Model Context Protocol and governed by an open working group. #AdTech #AIagents #OpenStandards #Programmatic #Advertising

Programmatic advertising is evolving rapidly, but it’s clear that the real opportunity lies beyond incremental DSP discounts. As Digiday’s Sam Bradley reported, Google’s AdX has begun offering post-auction discounts, which is a positive first step but addresses only part of a complex ecosystem. The recent launch of the AdCP protocol is promising. If it delivers as expected, it could transform programmatic by enabling unified automation that rivals walled gardens. Coupled with advancements in AI, particularly large language models, the gap it will close is the ability to successfully drive lower-funnel conversions - delivering the kind of end-to-end performance optimization that walled gardens like Meta and Google have perfected. The future of programmatic is about smarter, scalable, and more cost-effective advertising across the entire supply chain. Read more here: https://lnkd.in/gGvMNedz #AdTech #ProgrammaticAdvertising

Context is everything. And, for brands, that could mean EVERYTHING for their ROAS. Meagan Myers (VP of Programmatic Strategy and Partnerships at Fox Corporation) and Jonah Goodhart (CEO at Mobian) break down how AI is being used to ensure brand-safe ad placements and unlocking underutilized ad inventory in News. Check out the full interview in The Current to learn how FOX and Mobian are helping brands cut through ad blockers and maximize their ad spend with more precision that ever: https://lnkd.in/eJqneU7M

“Brands and agencies are now beginning to recognize that they have a fiduciary responsibility to drive business results [...] Removing an entire category like news because of a legacy approach, doesn't serve their bottom line,” Goodhart told The Current. I agree. Great article Annie La Vespa

🚀 Quick Hit: Programmatic Advertising Buzz – October 23, 2025 Fellow ad tech enthusiasts! Programmatic’s evolving fast with AI at the helm. Here’s the daily scoop on what’s fresh in the space—$800B market incoming, but privacy & ethics? Still testing us. Key Updates: • AdCP Launch: New AI protocol for ad buying/selling—contextual targeting sans cookies. Like OpenRTB but smarter. • Google’s Text Guidelines: AI ad copy control now live; boost Demand Gen with video tools for higher engagement. • ShowHeroes CTV Push: SemanticHero AI for precise targeting + HeroChat for interactive ads. CTV: 75% of inventory! • eBay Budget Shift: Monthly pacing for Promoted Stores CPC from Oct 28—peak-traffic wins. • PayPal Ads Manager: SMB-friendly retail media access; 29% growth eyed for 2025. AI’s reshaping everything—AdCP the future or fluff? Thoughts below! Let’s connect on programmatic strategies. #ProgrammaticAds #AdTech #AIMarketing #DigitalAdvertising #CTV

The ad tech stack has 47 different ways to buy media. AI agents couldn't understand any of them. One protocol changed everything overnight. AdCP just launched as the first universal language for AI agents in advertising. Think of it like this. Before, each platform spoke its own dialect. Agents couldn't talk to each other. Every integration was custom built. Now they share a common protocol. What AdCP enables: • Direct agent-to-agent negotiations • Unified inventory searches across platforms • Standardized campaign reporting • Plain language briefing ("Find sports enthusiasts interested in running gear") The backing is impressive. Over 20 major players including Yahoo, PubMatic, and Magnite have endorsed it. But here's what matters most. AdCP could eliminate layers of intermediaries. Direct communication between buyer and seller agents. More transparency. Faster execution. As David Olesnevich from The Weather Company puts it: "Anything that brings buyers and sellers together more closely is fundamentally good for the industry." The protocol is open source and available now. MIT licensed. No single vendor owns it. This feels like the OpenRTB moment all over again. When one standard transforms an entire industry. The question isn't whether AI agents will reshape advertising. They already are. The question is whether we'll have the infrastructure to make it work seamlessly. AdCP might be that missing piece. What's your take? Will standardized AI communication finally simplify the ad tech maze? #AdTech  #AI  #DigitalAdvertising   #Advertising  #Innovation  #OpenSource 𝗦𝗼𝘂𝗿𝗰𝗲: https://lnkd.in/g3GeqNe2

🚀 Big step ahead in ad tech! The launch of the Ad Context Protocol (AdCP) sets a new benchmark for agentic AI — enabling platforms, media owners and advertisers to speak a common language, streamline workflows and scale smarter. Interested in what this means for the future of programmatic advertising? Read the full insight here 👉 https://lnkd.in/e3KxeafN