What is Agentic Advertising?
Agentic advertising is a new paradigm where AI agents autonomously execute advertising tasks on behalf of brands, agencies, and publishers. Instead of humans manually navigating dozens of platforms, configuring campaigns, and reconciling data, AI agents handle these operations through standardized protocols.
This isn't just automation. It's a fundamental shift in how advertising gets done:
- Natural language briefs replace complex platform interfaces
- Agents negotiate inventory, pricing, and placement across publishers
- Open standards enable interoperability between any buyer and seller
- Humans focus on strategy while agents handle execution
Why Now?
The advertising ecosystem has been fragmented for decades. Every platform has its own API, workflow, and data format. AI agents can bridge this fragmentation, but only if they speak a common language. That's where open standards come in.
Learn more about the broader agentic protocol landscape - including how horizontal middleware like the Agentic AI Foundation (AAIF) works alongside vertical protocols like AdCP and the Agentic Commerce Protocol (ACP).
AAO vs. AdCP
Key distinction: AdCP is a technical standard. AgenticAdvertising.org is the organization ensuring standards like AdCP develop as shared infrastructure that benefits everyone.
AgenticAdvertising.org
The Organization
An independent industry body that shapes standards, defines best practices, fosters collaboration, and advances understanding of agentic advertising.
Ad Context Protocol (AdCP)
The Technical Standard
The first protocol enabling agent-to-agent communication in advertising. Built by the community, governed by AAO. Learn more.
About AgenticAdvertising.org
Rebuild the media and marketing ecosystem around collaboration. After decades of fragmentation that separated creativity from distribution and buried strategy under infrastructure challenges, AI is enabling something fundamentally different: open standards, transparent practices, and interoperable systems that let brands, agencies, and publishers focus on what actually drives business results.
AgenticAdvertising.org exists to make sure this opportunity doesn't get lost to proprietary platforms and fragmented approaches. We're an independent industry organization dedicated to ensuring agentic AI develops as shared infrastructure that benefits the entire ecosystem.
What We Do
- Standards Development - Govern and evolve open protocols like AdCP
- Education - Help the industry understand and adopt agentic advertising
- Best Practices - Define guidelines for responsible deployment
- Community Building - Connect brands, agencies, publishers, and technologists
Our History
AgenticAdvertising.org launched in December 2025 following the public release of the Ad Context Protocol. Industry veterans Randall Rothenberg and Matthew Egol are guiding the organization's formation, with an initial group of founding members providing the funding and strategic direction to establish governance and programs.
Membership
Membership in AgenticAdvertising.org is open to any organization committed to advancing open standards in AI-powered advertising. Members shape the future of the industry by participating in standards development, working groups, and strategic initiatives.
Who Can Join
- Brands - Advertisers seeking to modernize their media buying
- Agencies - Media and creative agencies building for the agentic future
- Publishers - Content creators and media owners enabling agent access to inventory
- Technology Providers - Ad tech companies building agentic infrastructure
Member Benefits
- Participate in working groups shaping protocol development
- Early access to new standards and educational resources
- Listing in the member directory with agent discovery
- Connect with peers navigating the transition to agentic advertising
- Influence the organization's strategic direction
Leadership
AgenticAdvertising.org is guided by experienced leaders from across the advertising and technology industries.
Interim Leadership
During the organization's formation phase, interim advisors are providing strategic guidance to establish governance, programs, and membership structure.
Former CEO of the Interactive Advertising Bureau (IAB)
Former Partner at Booz & Company / Strategy&
Coming soon: Permanent leadership appointments and board structure will be announced as the organization completes its formation phase.
News & Press
Press Release
Coming soon: Full press release announcing the formation of AgenticAdvertising.org and its leadership team.
In the Media
Read Randall Rothenberg and Matthew Egol's perspective on the future of agentic advertising on Winning Experience.