Advertising Industry Builds AdCP Protocol Infrastructure

A new open-source initiative called the Ad Context Protocol (AdCP) is emerging to standardize machine-to-machine communication between AI agents, publishers and ad platforms, backed by companies including Yahoo, PubMatic, Scope3, Optable, Swivel and Triton Digital. The MIT-licensed protocol defines schemas for campaign intent, audience, pricing and performance, aims to run alongside OpenRTB, and could lower switching costs while raising governance and concentration concerns.