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The AI agents have come for programmatic advertising. And like AI’s invasion everywhere else, guardrails are needed. That’s especially true for an automated ad market that still struggles with an opaque supply chain.
Which is where Ad Context Protocol (AdCP) is meant to come in. AdCP is one of multiple new efforts to put some infrastructure around the incorporation of AI agents into advertising. IAB Tech Lab’s User Context Protocol and Agentic RTB Framework are two other recent examples.
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