AdCP

OpenX CTO Joel Meyer, who was named Prebid’s new chairman, previews the org’s next phase and helping publishers navigate competing agentic protocols.

Prebid is turning the page on what might be called its second chapter as the organization navigates some major changes in the digital advertising landscape and within its own ranks.

Amazon has third parties selling some of its ad inventory; Scope3 selling Adloox to Peer39 suggests sustainability is out; and “fabric” is the new AI-related buzzword for ad tech.

The programmatic intelligence layer is owned by the same parties that are extracting margin from it. That structure is now being dismantled by an AI-underpinned protocol that moves the intelligence layer into the open.

Zefr’s new agentic hub lets advertisers set up campaigns agentically using natural language prompts, thanks to an AdCP integration.

The industry has spent years debating third-party cookies, but AI has settled the debate. First-party data isn’t just preferred; it’s structurally necessary. And the capital is already moving.

Swivel and Olyzon’s new partnership brings buy-side and sell-side agents together as early examples of an agentic marketplace.

PubMatic says adoption of its AgenticOS, combined with strong CTV and mobile demand, set the stage for double digit growth in the second half of this year.

The group that turned header bidding software into an open standard is bringing the same approach to publisher-side AI agents.

Advertising’s “agentic” future is a compelling vision, but one that relies on capabilities that do not exist yet. AdCP may one day make buying easier, but it will not make buying better by itself.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Agentic Alphabet Soup Another day, another attempt at making sense of agentic AI. On Tuesday, the IAB Tech Lab released its Agentic Roadmap, a framework designed to help the industry scale agentic buying and selling without rewiring existing workflows. Tech Lab CEO Anthony Katsur says the new road map will minimize fragmentation and confusion across […]

Publishers can reach relevant audiences at scale and with greater specificity through Optable’s new planner agent.

Broadsign may actually be building a platform that will make an attractive acquisition target down the road. And one of the major cross-platform Big Tech players feels like the most likely buyer.

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.