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.
