Ad Industry Unites to Build AI Framework for Media Buying
Source: marketingdive.com
What Happened
The advertising world is betting big on artificial intelligence, particularly generative AI for making ads and algorithms for campaign improvement. Now, over 20 companies are joining forces to create a standard that helps media agencies use AI to buy and sell ads across many different publishers.
This new standard, called the Ad Context Protocol (AdCP), wants to pave the way for AI media agents. Big names like Yahoo, Optable, PubMatic, Scope3, Swivel, and Triton Digital are founding members. Think of AdCP like the early days of OpenRTB, which made real-time bidding easier. Published Oct. 20, 2025
Why It Matters
AdCP shows how AI is shaking things up in advertising. Most AI investments have been in number-crunching and campaign tweaks. AdCP wants to push AI deeper into planning, negotiating, and buying media. The goal is to build a common language for AI agents, bridging the gap between today's ad systems and the AI-powered future.
These AI agents will work with existing tools to handle current tasks while creating new ways to make deals. The system will use Anthropic’s Model Context Protocol, starting with tools for audience activation, content selection, and media buying. Members come from all parts of the ad world, including Accuweather, Adgent, and The Weather Company. Published Oct. 20, 2025
Our Take
AdCP could make programmatic advertising simpler, more transparent, and more efficient. It lets advertisers directly reach audiences and inventory without wrestling with complicated systems. Publishers can offer any ad product, and everyone gets flexible, real-time deals based on audience, engagement, and other metrics. AdCP is ready for any company to use.
WPP and Google recently expanded their partnership for five more years, with WPP investing $400 million in Google tech. This aims to let brands create super-relevant campaigns in days instead of months. The industry clearly sees AI as a game-changer, but the challenge will be ensuring these tools are used ethically and effectively.
The Upside
With so many companies working together, AdCP can scale quickly across different platforms and AI agents. It gives advertisers direct access to audiences and inventory, bypassing the usual programmatic hurdles. This collaboration will give rise to more efficient ad campaigns, streamlining processes and potentially lowering costs for advertisers.
The Catch
While AdCP promises transparency, the complexity of AI algorithms could obscure decision-making. Ensuring true transparency will require careful monitoring and standardization of these algorithms. Furthermore, the reliance on AI agents might lead to unintended biases or discriminatory practices if the underlying data isn't carefully vetted.
Looking Ahead
The ad industry is all-in on machine-learning tools. But the real test will be whether these investments deliver tangible results. If AdCP succeeds, it could transform how ads are bought and sold, making the process faster, cheaper, and more effective. Keep an eye on how these AI-driven initiatives unfold and how they impact the ads you see every day.