Advertising Tech Innovation: Ad Context Protocol (AdCP) Leading Media Buying into a New Future
There have been significant movements in the advertising tech space! As AI gradually penetrates various aspects of media procurement, well-known companies like PubMatic and Scope3 have teamed up to launch an open standard called the ‘Ad Context Protocol (AdCP)’, sparking a new wave of standardization in agency AI advertising procurement. You can think of AdCP as an evolved version of OpenRTB — but it goes beyond real-time bidding and allows AI assistants to directly ‘converse’ with ad platforms to complete transactions, potentially eliminating the need for real-time auctions for each ad impression in the future. Scope3 CEO Anne Coghlan stated, ‘The power and speed brought by AI are unprecedented, and without a common language, the industry will become fragmented.’ Therefore, AdCP is not just a technical specification but serves as a bridge connecting today’s DSPs, SSPs, and ad servers with the fully automated AI world of the future. AdCP currently includes key agreements such as the Media Buy Protocol (handling budget adjustments and verifying publisher authorization), the Creative Protocol (previewing and interpreting creative formats), and the planned Signals Activation Protocol set to launch in 2026, allowing AI assistants to ‘mine, call, and manage’ data signals in natural language, supporting diverse data points like geography, identity, and time. Swivel CEO Joseph Hirsch explained that, like OpenRTB, AdCP will have a management alliance composed of publishers, agencies, and industry leaders to continuously update protocols based on industry feedback. Starting in November, Swivel’s seller agent will officially apply the AdCP protocol, aiming to onboard 20 partner organizations by the end of the year. If the initial operations go smoothly, the ecosystem may quickly flourish. However, there are also voices of skepticism within the industry. Arielle Garcia, COO of CheckMyAds, believes it remains to be seen how AdCP will truly protect publisher interests, block junk content, and ensure fairness. ‘The theoretical foundation is there, but to avoid falling into the trap of “AI-assisted garbage in, garbage out,” many hurdles remain.’ In simple terms, AI assistants are propelling media procurement towards a new era of immediacy, intelligence, and efficiency — but for long-term success, standardization, governance, and transparency are essential. Are you ready for this advertising ecosystem revolution?
