Everyone is asking the same question: does agentic marketing grow revenue, cut cost, or both?
AdCP has worked since the first agent-to-agent media buy on October 16, 2025. The next step is putting it to work on real brand problems, across publishers, channels and markets, and learning from what happens. That's the Marketing Collab.
It's a real-budget environment where brands, publishers, agencies, and tech and data platforms design and run experiments together on AdCP. The cost and risk of finding out are shared.
It works in three steps:
- Co-innovate. Workshops set a prioritized list of high-value experiments.
- Build and learn. Members run them in the market and work through the changes to workflows, data sharing and interoperability.
- Publish and scale. AAO shares anonymized results. What works flows into member deals, training and standards.
Starter experiments include omnichannel commerce, contextual targeting, brand preference, subscription and loyalty sign-ups, and shopper solutions. Each pairs a defined audience with creative that adapts to it and a measure of results. Premium work should compete on value, not as a commodity transaction.
The Collab is open to AAO Leader members and delivered in partnership with JourneySpark. We'll run two workshops before year-end, and the first will be before Thanksgiving.
This isn't something for AAO to own. It's yours, and we're the catalyst.