A group of ad tech companies, including Scope3, PubMatic, Yahoo, and Optable, have announced today the launch of Ad Context Protocol (AdCP), an open standard that would let AI agents communicate across ad tech platforms.
Built on Anthropic’s Model Context Protocol, AdCP aims to address a fragmented ad ecosystem through creating infrastructure for AI media buying and selling agents to communicate, irrespective of which ad tech platform they come from.
The protocol was founded by Yahoo, Optable, PubMatic, Scope3, Swivel, and Triton Digital, with launch members including Accuweather, LG Ad Solutions, Magnite, and more.
The consortium of over 20 members believe creating a common language for AI agents to communicate ushers in the adtech landscape of the future.
AdCP is not owned by a single entity, being governed by a neutral group of representatives across all areas of the industry, including publishers, advertisers, agencies, and ad tech platforms.
What Is AdCP?
In a statement, the group of ad tech companies said the new protocol will:
- Direct access to inventory – advertisers will be able to access publisher audiences using conversational language e.g “women interested in ultramarathons on Yahoo”.
- Product flexibility – advertisers can offer even niche advertising products, without being constrained by operational lift or manual packaging.
- Flexible transaction models – instead of bidding on single impressions in real time, agents can make deals based on audience groups, engagement, or other shared goals.
- Reduced complexity – a shared language makes it easier for agents to work together and can help remove middle layers over time.
- Improved transparency – direct communication between advertisers and publishers builds trust and accountability.
The initial release of AdCP includes protocols for Audience Activation, Curation, and Media Buy, which aims to expand as the industry evolves.
“It feels to me very similar to the early days of programmatic, when entrepreneurs were building foundational companies that today are household names,” said Brian O’Kelley, CEO of Scope3 in a blog post. “What’s different this time is that it’s not just startups: some of the largest publishers, platforms, agencies, and marketers are actively involved and helping to move agentic advertising forward.”
“Agentic advertising – powered by AdCP – will give advertisers what they want: open, efficient access to content-native advertising that drives outcomes,” he concluded.
