AdCP 3.0 Wants to Be HTTP for Agentic Ads
AgenticAdvertising.org (AAO) announces the publication of Ad Context Protocol (AdCP) 3.0, expanding the protocol from media buying/signals into a broader advertising lifecycle scope including discovery, planning, execution, governance, identity, and creative workflows. The article describes new elements such as governance checks with audit trails, a machine-readable brand identity file (brand.json), a “Sponsored Intelligence Protocol” for brand sessions in conversational AI, and a creative workflow intended to generate and distribute multi-format assets from a single brief. It also states AdCP 3.0 expands supported channels from 9 to 20 (including linear TV and streaming-related channels) and notes reference implementation governance (Prebid) and planned future work like third-party auditing for AdCP Verified.
Key Takeaways
- AdCP 3.0 broadens beyond execution into planning, forecasting, proposals, guaranteed buys, and account/relationship management—areas programmatic historically under-served.
- Governance is built into the schema (budget authority, brand safety, regulatory checks) with escalation thresholds and end-to-end audit trails; policy registry ships with pre-seeded US/EU rules.
- brand.json aims to replace PDF-style brand books with a machine-readable identity/rights layer, designed to travel with campaigns and constrain AI-generated creative.
- “Sponsored Intelligence Protocol” proposes a standard for consent-first brand interactions inside AI assistants—positioning ads as sessions, not interruptions.
- Sell-side reference implementation governance sits with Prebid; “AdCP Verified” is initially self-attested, with third-party auditing targeted on the roadmap.
Why It Matters
Streaming’s ad market is colliding with two forces: buyers demanding cross-channel control (CTV + linear + digital) and AI agents promising to automate the mess—until integrations and compliance stop them cold. AdCP 3.0 is a bid to standardize the “agent-to-agent” layer so premium streaming inventory, guaranteed deals, and unified creative ops can move with less custom plumbing. If it sticks, the meme is simple: the next battleground isn’t another auction—it’s the protocol that lets agents plan, govern, and ship ads across everything from FAST to conversational AI.
Read full article at agenticadvertising.org
Enjoy our coverage?
Add StreamingMeme as a preferred source on Google to see more of our streaming news at the top of your Search results.
Add as preferred source