Advertising loves to talk about transformation. It’s less fond of actually doing it.
The latest case in point is the Ad Context Protocol, or AdCP. Billed as a shared, standardised language for how AI agents communicate across advertising, it’s supposed to bring order to the next wave of machine-driven media. Instead, its debut last week triggered more debate than consensus.
To some, AdCP looks like a timely fix for an industry weighed down by fragmentation and technical debt — a way to make the AI tools interoperable before the chaos sets in. To others, it looks like the start of yet another power play, a supposedly “open” initiative that will quietly advantage those who helped write the rules.
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