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.
Ad tech glossary
Agentic Audiences
Technical definition
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.
The ADLINGO translation
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Related terms
- A2A (Agent2Agent Protocol)
- AAMP (Agentic Advertising Management Protocols)
- adagents.json
- AdCP (Ad Context Protocol)
- Agent Manifest
- Agentic Advertising
- Agentic Commerce
- Agentic Commerce Protocol (ACP)
- Agentic Marketplace
- AgenticAdvertising.org
- Answer-Based Ads
- Approval Threshold
Where this shows up
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