AI-to-AI communication could change how ads are bought and sold: Report
Artificial intelligence could change the way advertisements are bought and sold by enabling automated communication between systems, reducing manual coordination across the fragmented advertising ecosystem, according to a report by ADvendio, an advertising technology company.
The Ad Context Protocol (AdCP), an open standard for AI communication in the advertising ecosystem, could revolutionize how ads are bought and sold by enabling autonomous, agentic AI systems to coordinate across buyers, publishers, media networks, and ad-tech platforms. This shift from traditional, manual processes promises to streamline ad operations by eliminating silos and reducing the need for human coordination.
However, while AI systems will be able to communicate and agree on advertising inventory, commercial rules and contractual requirements will still need to be manually applied to finalize transactions.
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