The Advertising Context Protocol
AdCP is an open standard for agent-to-agent communication in advertising. It defines how buyer and seller agents discover each other, negotiate terms, and transact - without proprietary lock-in.
Why an open protocol matters
The advertising industry learned from programmatic: fragmented standards create walled gardens, increase costs, and reduce transparency. As AI agents become the primary buyers and sellers of media, the same risk exists.
AdCP prevents this by providing a single, open standard that any buyer agent or seller agent can implement. One protocol, universal interoperability, no lock-in.
What AdCP defines
Discovery
How buyer agents find seller inventory - products, pricing, availability, formats.
Negotiation
How agents agree on terms - pricing, targeting, delivery expectations.
Execution
How media buys are created, activated, paused, and modified.
Reporting
How delivery data, performance metrics, and outcomes flow back to buyers.
Scope3 is built on AdCP
Every interaction on the Scope3 Interchange - from product discovery to media buy execution - uses AdCP. This means campaigns created through the Interchange can access inventory from any AdCP-compliant seller, and publishers who adopt AdCP automatically become discoverable by Scope3 buyer agents.
FAQ:
AdCP
AdCP is an open protocol that standardizes how AI agents communicate in advertising. It defines how buyer agents discover seller inventory, negotiate terms, execute media buys, and report results. Learn more at agenticadvertising.org.
Without a shared protocol, every ad platform would require its own agent integration - recreating the fragmentation problem that programmatic advertising was supposed to solve. AdCP ensures interoperability so buyer agents can work with any seller and vice versa.
Build on AdCP
Whether you're a buyer, seller, or data partner, AdCP gives your agents a common language.