How agents talk to other agents. MCP connects an agent to tools. A2A connects an agent to another agent. When your buyer agent needs to negotiate with a seller agent from a different vendor, A2A is the phone line between them. No shared vendor required.
Ad tech glossary
A2A (Agent2Agent Protocol)
Technical definition
An open protocol that lets AI agents built by different vendors, on different frameworks, discover each other and communicate directly.
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Related terms
- AAMP (Agentic Advertising Management Protocols)
- adagents.json
- AdCP (Ad Context Protocol)
- Agent Manifest
- Agentic Advertising
- Agentic Audiences
- Agentic Commerce
- Agentic Commerce Protocol (ACP)
- Agentic Marketplace
- AgenticAdvertising.org
- Answer-Based Ads
- Approval Threshold
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