The whole campaign, in one structured record an agent can create, read, and update. The IO, the line items, and the targeting settings rolled into a single object. When someone says an agent "booked a media buy," this is the thing it created.
Ad tech glossary
Media Buy
Technical definition
In AdCP, the object representing a complete campaign, including its packages, budget, targeting and creatives.
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 Audiences
- Agentic Commerce
- Agentic Commerce Protocol (ACP)
- Agentic Marketplace
- AgenticAdvertising.org
- Answer-Based Ads
Where this shows up
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I'm clocking two kinds of advertising executives right now: Ones who treat AI like a procurement decision, and the ones treating it like a leadership test. One buys tools. The other builds teams that know how to use them.
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You cannot automate a decade of being trustworthy. You can't prompt your way to someone wanting to work with you for the next year.
The RFP Oracle
The ad tech sales season is wrapping up for 2026. AI dominated everything the market responded to this year, and it was the most predictable trend ever. All we had to do was pay attention to what the agencies were asking.