Google's entry in the chatbot checkout race. It has the same goal as ACP from OpenAI and Stripe: let an agent complete a transaction without bouncing the user to a website. These are two competing standards for the same job. Watch which one retailers actually adopt, because that's where the conversation will consolidate.
Ad tech glossary
Universal Commerce Protocol (UCP)
Technical definition
A Google-led open standard for checkout, payments and fulfillment inside AI assistants and agents.
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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The RFP Oracle
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