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# Agentic Audiences
- URL: https://www.adlingo.org/glossary/agentic-audiences/
- Published: 2025-01-15T12:07:00.000Z
- Updated: 2025-01-15T12:07:00.000Z
- Description: An open IAB Tech Lab standard for AI agents to describe, request and exchange audience signals in a privacy-preserving way. Formerly known as the User Context Protocol.
- Author: Travis Lusk
- Tags: Agentic Advertising, #glossary, #Import 2026-10-27 17:05

A standard way for an agent to say "I want to reach people like this" without passing around personal data. Audience targeting has always been a mess of segment names, taxonomies, and IDs that only mean something inside one platform. This gives agents a shared way to describe who they want to reach. Same idea, new name: it used to be called the User Context Protocol.