More than 20 companies including PubMatic, Optable, Scope3, Swivel, Classify, Triton Digital, Magnite, and Yahoo have agreed to support the Ad Context Protocol (AdCP), an open technology protocol
launched today to standardize how AI agents communicate with one another and carry out tasks on behalf of humans. The first live agentic media buy, showing how companies would carry out the process
with human intervention to approve the purchase, was demonstrated by Emma Mulitz, lead engineer and cofounder of Scope 3 and Joseph Hirsch, CEO at Swivel.