About AgenticAdvertising.org

Why we exist

Advertising funds the open web. It pays for the journalism you read, the shows you watch, the apps you use for free.

When it works, it connects businesses with the people they serve — and everyone benefits.

AI agents are changing how that connection happens. They can find audiences, match budgets to outcomes, and execute across dozens of systems at once. A local business gets the media buying intelligence that used to require a six-figure agency retainer. A mid-size publisher competes for premium campaigns without a twenty-person sales team.

But speed without judgment is just fast mistakes. Without governance, agents optimize for whatever metric they're pointed at — even when that doesn't align with what a brand intended, what a publisher deserves, or what a consumer should experience.

AgenticAdvertising.org exists to make sure humans stay in the decisions that matter.

What we do

We unite builders and thinkers to develop agentic solutions that pair the scale of AI with the power of human judgment.

Three pillars. Each reinforces the others. Standards without education don't get adopted. Education without governance teaches the wrong lessons. Governance without standards has nothing to enforce.

Open standards

We publish AdCP, the open protocol that gives agents a shared language across every advertising platform. Built by the community, governed in the open, free to implement.

Education

We certify agentic advertising professionals through the Academy, taught by Addie, our AI. The best way to build trust in agentic systems is to make sure people understand them deeply.

Governance

We believe AI agents should be fast, but humans should stay in the decisions that matter. Our governance framework gives organizations the tools to set boundaries, require approvals, and audit what agents do on their behalf.

Who we serve

Everything we build is measured against the same question: does this make advertising work better for the people it touches?

Consumers — who deserve advertising that's relevant, respectful, and transparent about when AI was involved.
Businesses — who need accessible, efficient tools to grow, without requiring a massive team just to participate.
Content creators — who deserve fair value for their work, so they can keep investing in what they make.
The global economy — open standards that work the same whether you're growing a business in London or Lagos, creating content in São Paulo or Seoul. Opportunity shouldn't be gated by geography.

Our members

Built by the people doing the work.

AgenticAdvertising.org is built by its members — the brands, agencies, publishers, technology providers, and individuals shaping how AI and advertising work together. Members participate in standards development, working groups, and strategic initiatives. They shape the protocols their own agents will use.

Membership is open to any organization or individual committed to open standards in advertising. See the full member directory or learn how to join.

Leadership

Guided by experienced leaders from across advertising and technology.

During the organization's launch transitional period, an appointed initial board governs the organization. Advisors provide strategic guidance on programs and membership.

Benjamin Masse was named Board President in the September 2026 announcement. See the announced board roster for the names, affiliations, professional titles, and source.

Strategic advisors

Randall Rothenberg

Strategic advisor

Former CEO of the Interactive Advertising Bureau (IAB)

Matthew Egol

Strategic advisor

Former Partner at Booz & Company / Strategy&

Board structure

The bylaws adopted on June 11, 2026 allow an elected board of 5–41 directors, including the CEO if one is appointed, with equal or as nearly equal as practicable representation from marketers, marketing agencies, publishers, and technology providers. The initial board was expanded by unanimous written consent on August 6, 2026. See the initial board and governance details.

Read the bylaws for details on governance structure, board composition, and election process.

Organization details

Legal status

AgenticAdvertising.org is a Delaware nonprofit nonstock corporation, founded in 2025 and intended to qualify under Section 501(c)(6). Tax-exemption filing status is being confirmed.

Contact

General inquiries, vendor onboarding, W-9 requests, or billing: [email protected]

Administrative information

Legal name: AgenticAdvertisingOrg Inc
EIN: 41-3039297
D-U-N-S number: 144923975
Registered address: 228 Park Ave S PMB 24984, New York, NY 10003

AgenticAdvertising.org