It won’t fail because the protocol is bad; it will fail because you’ve been sold a simplistic dream – a “universal API” for ad tech – and that’s what you’re budgeting for.
Understanding where AI agents make financial sense today is the difference between building a sustainable competitive advantage and burning through your margins in pursuit of buzzwords.
The AI advertising agents will need their own trade group eventually. For now though, a bunch of companies are forming the Ad Context Protocol, or AdCP.
