Skip to main content

Getting Started with Ad Context Protocol

Welcome to the Ad Context Protocol (AdCP) documentation. AdCP enables AI assistants to interact with advertising platforms through standardized interfaces.

What is Ad Context Protocol?​

Ad Context Protocol is an open standard based on the Model Context Protocol (MCP) that allows:

  • Natural Language Interaction: Describe what you want in plain English
  • Platform Agnostic: Works with any compatible advertising platform
  • AI-Powered: Designed for integration with AI assistants like Claude, GPT, and others

Ad Tech Ecosystem Architecture​

The advertising technology landscape consists of two fundamental types of platforms that AdCP connects:

Decisioning Platforms​

Platforms where audiences, targeting, and optimization happen, generating decisions such as bids, PMP creation, or buy execution:

  • DSPs (Demand-Side Platforms): Where advertisers bid on inventory (The Trade Desk, Google DV360)
  • SSPs (Supply-Side Platforms): Where publishers offer inventory
  • Ad Servers: Where creative decisioning and serving occurs
  • Injective Platforms: Like Scope3, where campaigns are planned and executed

Audience Platforms​

Platforms that have information about audiences (people, households, devices) and can deliver those audiences to decisioning platforms where they become transacted upon:

  • Data Providers: LiveRamp, Experian - license audience segments
  • Data Management Platforms (DMPs): Aggregate and organize audience data
  • Customer Data Platforms (CDPs): Unify customer data across touchpoints
  • Identity Resolution Services: Link devices and identities across platforms

How AdCP Protocols Work Together​

Each AdCP protocol operates within this ecosystem:

🎯 Audience Activation Protocol​

  • Scope: Works with audience platforms to discover and activate audiences directly on decisioning platforms
  • Integration: Direct integration between audience agents and decisioning platforms (DSPs, injective platforms)
  • Workflow: Find audiences → Direct activation on target platform → Ready for campaign use

📍 Curation Protocol (Coming Q2 2025)​

  • Scope: Works with decisioning platforms and supply-side platforms
  • Integration: Curates inventory that will be targeted with activated audiences
  • Workflow: Define requirements → Find inventory → Package with audiences

💰 Media Buy Protocol​

  • Scope: Works primarily with decisioning platforms (DSPs, injective platforms)
  • Integration: Executes campaigns using curated inventory and activated audiences
  • Workflow: Set objectives → Execute buys → Optimize performance

Quick Example​

Instead of navigating multiple platforms, you can now say:

"Find audiences of premium sports enthusiasts who would be interested in high-end running shoes, and activate them on Scope3."

The AI assistant will:

  1. Search for relevant audiences across connected platforms
  2. Show you options with transparent pricing
  3. Activate your chosen audiences for use on decisioning platforms

Available Protocols​

🎯 Audience Activation Protocol​

Status: RFC/v0.1

Discover and activate marketing audiences using natural language.

📍 Curation Protocol​

Status: Coming Q2 2025

Curate media inventory based on context and brand safety.

💰 Media Buy Protocol​

Status: RFC/v0.1

Execute and optimize media buys programmatically.

Reference Implementations​

For Platform Providers​

If you operate an audience platform, DSP, or ad tech solution:

  1. Review the Protocol Specifications

For Advertisers & Agencies​

If you want to use AdCP with your AI assistant:

  1. Check if your platforms support AdCP
  2. Configure your AI assistant with AdCP-enabled platforms
  3. Start using natural language for your campaigns

Next Steps​

Need Help?​