Industry players unite to accelerate programmatic’s AI-driven future

Group 1 - The creation of the Ad Context Protocol (AdCP) signifies significant changes driven by AI in the advertising industry, expanding its use beyond data analysis and campaign optimization into media planning, negotiation, and buying [3] - AdCP aims to establish a common language for AI agents across the advertising ecosystem, facilitating collaboration with existing programmatic infrastructures while developing new transactional protocols [4] - The initial release of AdCP will include protocols for audience activation, curation, and media buying, built on Anthropic's Model Context Protocol [5] Group 2 - Over 20 companies, including Yahoo, Optable, and PubMatic, are collaborating to create a framework that enhances the use of AI in media buying and selling across a fragmented publisher landscape [8] - The framework is designed to streamline the programmatic advertising process, similar to how OpenRTB standardized real-time bidding, allowing advertisers to execute media plans and budgets more efficiently [8] - AdCP will enable publishers to offer advertising products more efficiently and provide partners with flexible real-time transaction models based on audience segments and engagement metrics [7]