Where the agent's plan meets the actual impression. The deal is negotiated. Now something has to decide, in milliseconds, which package fits this page and this viewer. TMP handles that, running context and identity checks separately before making the match. If you've read about AXE, that was the earlier name for this layer.
Ad tech glossary
Trusted Match Protocol (TMP)
Technical definition
AdCP's real-time layer that matches packages to individual impressions, using separate context and identity checks. It replaced the earlier Agentic eXecution Engine (AXE).
The ADLINGO translation
Get the full Mega Glossary as a PDF
Nearly 200 ad tech terms, translated. Plus the ADLINGO newsletter every Tuesday. Free.
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
AI: What we owe the team
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.
The skills that survive
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.