Glossary/Adtech & Programmatic/Agentic Advertising (Ad Context Protocol, AdCP)
Adtech & Programmatic
Agentic Advertising (Ad Context Protocol, AdCP)
AI agents planning, negotiating, and buying media; AdCP is an open protocol launched in 2025 to let such agents transact across ad platforms.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Appears in Lesson 9 of Programmatic 101
Short answer
Agentic advertising is the use of AI agents to plan, negotiate, and buy media with limited human intervention. The Ad Context Protocol (AdCP), an open standard introduced in 2025, defines a common way for these agents to discover inventory and transact across ad platforms. It aims to replace bespoke integrations with a shared interface.