AdCP: advertiser and publisher agents negotiating directly.
AdCP (AdContext Protocol) is an open standard for agent-to-agent advertising. For an AI-native advertising platform, we built an AdCP integration in which an advertiser's agent and a publisher's agent discover audiences, negotiate pricing and activate a campaign directly, with every interaction logged and auditable.
The problem
Campaign discovery, negotiation and activation across CTV and digital placements meant media buyers researching segments, requesting pricing from several publishers and negotiating by email or call, a process measured in hours or days.
How it works
| Step | What happens |
|---|---|
| 1. Intent | The advertiser's agent expresses what the campaign needs, from natural-language intent |
| 2. Discovery | The publisher's agent responds with matching segments and metadata |
| 3. Negotiation | The agents negotiate terms directly |
| 4. Activation | The campaign is activated |
| 5. Record | Every interaction is logged and auditable |
What it demonstrates
Agentic commerce built on the same orchestration and verification principles as our advisory practice: a manual media-buying workflow replaced by direct machine-to-machine negotiation, measured in minutes rather than hours or days.
Limits
Commercial terms agreed between agents need the same approval gates as any consequential action, and both sides need agents that speak the protocol.
Frequently asked
What is AdCP?
An open standard for agent-to-agent advertising workflows: audience discovery, negotiation and activation.
Is every negotiation logged?
Yes. Every interaction between the agents is logged and auditable.
Can you build it for our platform?
Yes, as an applied system. See Applied systems.
See it running.
We demo the live AdTech plugins to any prospect under NDA, and the same architecture can be applied to your workflow.
Related: Applied systems · Agent orchestration vs RPA
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