Brian O’Kelley proposes adagents.json for CTV ad inventory
Brian O'Kelley is proposing a new standard, `adagents.json`, to serve as a replacement for `ads.txt`. The proposal argues that `ads.txt` is unable to express the commercial complexity of Connected TV (CTV) advertising. The new `adagents.json` standard would add features such as placement IDs, delegation types, and country scoping.
Key Takeaways
- ads.txt is now ten years old, according to the article, and Brian O’Kelley says it no longer fits CTV ad buying.
- adagents.json would add placement IDs, delegation types, and country scoping.
- The proposal is framed as a replacement for ads.txt, not an extension of it.
- The article links the standard update directly to the commercial complexity of Connected TV advertising.
Why It Matters
If adopted, adagents.json would change how CTV inventory relationships are described in the supply chain, starting with placement IDs, delegation types, and country scoping. That matters because the proposal is explicitly aimed at gaps in ads.txt, the current standard used to declare authorized sellers. For streaming ad-tech teams, the key issue is whether the market treats the new format as a replacement or keeps both standards in play. Watch for any published specification details or implementation guidance beyond the feature list in this proposal.
Read full article at ppc.land
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