A2A (Agent2Agent Protocol)
An open protocol that lets AI agents built by different vendors, on different frameworks, discover each other and communicate directly.
Agentic Advertising
How AI agents buy and sell media. AdCP, ARTF, sell-side agents and principal media, explained by a 20-year ad tech insider. Plain-language explainers, standards comparisons and what agencies are asking for in RFPs.
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AAMP (Agentic Advertising Management Protocols)
IAB Tech Lab's open-source umbrella framework for agentic advertising, organized into three pillars (Foundations, Protocols and Trust) and built on OpenRTB and AdCOM.
adagents.json
A file published by a publisher or data provider that declares which AI agents are authorized to sell its inventory or represent its data, and the type of relationship (direct, delegated or ad network).
AdCP (Ad Context Protocol)
An open standard, stewarded by AgenticAdvertising.org, that gives AI agents a shared language to discover, plan, buy and manage advertising across channels. It runs over MCP and A2A.
Agent Manifest
In ARTF, the declaration packaged with an agent container that lists its name, vendor, owner, supported intents, minimum compute resources and dependencies.
Agentic Advertising
The use of autonomous AI agents to plan, buy, sell, negotiate and optimize media within limits set by a person or organization.
Agentic Audiences
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.
Agentic Commerce
Commerce in which AI agents discover, evaluate and purchase products or services on behalf of people or businesses.
Agentic Commerce Protocol (ACP)
An open standard developed by OpenAI and Stripe for checkout and payment inside AI assistants, letting an agent complete a purchase on a user's behalf.
Agentic Marketplace
A venue where buyer and seller agents find each other, negotiate and transact, typically with identity verification and shared deal records.
AgenticAdvertising.org
The member organization that stewards the Ad Context Protocol (AdCP) and its related standards.
Answer-Based Ads
Ads placed alongside or within an AI assistant's response to a user's question. This is ChatGPT's current core ad format.