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AI · · 2 min read

The Handoff: Sell-side AdCP joins Prebid.org

Prebid now owns the sell-side agent code for AdCP. A natural outcome that I think all of us expected to see.

The Handoff: Sell-side AdCP joins Prebid.org
(AI Generated Image)

For those who have been participating in AdCP's working groups, this is big. AdCP launched last October (only a little over 3 months ago) and has taken off. At launch, it had over twenty founding members, which included companies like Yahoo, Pubmatic, and Scope3.

Clearly, the publisher community is leaning in.

I've been a vocal supporter of this initiative since the beginning. Common standards for the way machines will negotiate with machines in agentic media transactions are undoubtedly the future. This announcement takes us one step closer.

Explained: The split

With this announcement, the code development specifically for the sell-side agent has moved under Prebid.org. The rest of the governance and the protocol itself remain with AgenticAdvertising.org.

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