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· 5 min read

ARTF + AdCP: What advertisers need to know

The ad tech world loves a standards war, and for those of us in the tech trenches, the last thing we need is another one. Two AI ads standards were publicly released within a few weeks of each other, but there’s one that should matter slightly more to advertisers.

ARTF + AdCP: What advertisers need to know
Actually, the two new AI advertising specs do not represent a battle at all. In fact, they are fairly complementary. However, they "sound" similar, and that is causing a lot of confusion in the market today.

ARTF (Agentic RTB Framework) and AdCP (Ad Context Protocol). Both promise to revolutionize how AI agents buy and sell ads, and both are pretty well backed by industry heavyweights.

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Both have similar acronyms. Both deal with agentic advertising capabilities. Both are proposed standardization specs. And that's why it is causing a bit of confusion among marketers who don't have an engineering degree.

Let's explore.

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