The Next Step: Introducing AgenticAdvertising.org's Mastermind Councils

The marketing-media ecosystem is in the middle of a phase shift from the Programmatic Era, defined by the automation of transactions, to the Agentic Era, defined by the automation of thinking, coordination, and experimentation - with humans orchestrating both people and agents.

AgenticAdvertising.org (AAO) is the trade organization shaping how AI and advertising work together for consumers, businesses, and content creators. We publish the Ad Context Protocol (AdCP), the open standard that enables AI agents to discover inventory, plan campaigns, execute buys, generate creative, govern decisions, and report results across any platform or channel. Free for anyone to implement, AdCP ensures agentic advertising works seamlessly whether you're in London or Lagos, São Paulo or Seoul.

Today, we are thrilled to launch two Mastermind Councils launching this September, purpose-built to meet the ecosystem where it needs to go. These are members-only communities of practice for leaders across brands, publishers, agencies, and tech platforms actively building the future of agentic marketing. These interactive peer forums are organized around the two outcomes marketers care about most: growth and brand value.

Marketing Intelligence & Growth Mastermind Council

Sponsored by Salesforce

This council is where members investigate how to orchestrate strategy, planning, activation, optimization, and measurement into a continuous learning loop—fusing data, channels, supply chain relationships, and organizational agility to enable data-driven experimentation at scale. The goal: shift the curve for marketing ROI during a campaign, not months after it ends.

• Core Focus & Topics: Signals & identity, turning personas into data-driven micro-segments, integrating signals across the omnichannel experience, synthetic insights, composable architectures, agentic discovery and planning, agile experimentation, agentic shopper solutions, humans in the loop, and measuring total commercial ROI rather than paid media in isolation.
• Member Action: Members will share real-world experience orchestrating the marketing-media supply chain to grow revenue, evaluate agentic products directly from tech suppliers, co-develop product specs with AAO Working Groups, and commission new third-party tools.
• Kickoff Date: Wednesday, September 9, 2026, at 11:00 AM ET (recurs monthly)

Premium Experiences & Brand Value Mastermind Council

Sponsored by Mediaocean

This council is where members share lessons, pilots, and playbooks that improve transparency, interoperability, consumer value, and business performance across premium media ecosystems. Moving beyond commoditized inventory, members focus on driving continuous innovation in omnimedia content, consumer relationships, and brand equity—bridging brand building and performance media without trade-offs.

• Core Focus & Topics: Premium video strategy, expanding premium inventory, audience intelligence, beyond the clean room, reimagining integrated marketing campaigns, brand transference, measuring the online-offline multiplier, amplifying creator content at scale, streaming & commerce, scaling content integration, and publisher monetization.
• Member Action: Members will share lessons from the front lines, evaluate cutting-edge agentic tools, collaborate directly with publishers, co-develop product specs for AAO Working Groups, and commission shared third-party tools.
• Kickoff Date: Wednesday, September 23, 2026, at 11:00 AM ET (recurs monthly)

How Councils Feed the Standard

Both Mastermind Councils are moderated by AAO strategic advisors Randall Rothenberg and Matt Egol. They build on the Junto "improvement group" model - the shared-learning format Benjamin Franklin developed in the 18th century on the premise that a room of peers thinking together solves problems faster than anyone can alone. Members gain early visibility into leading practices, composable technologies, and emerging operating models.

Crucially, Council conversations feed directly into how AdCP itself gets built. AAO's technical Working Groups meet regularly to develop, review, and maintain the protocol. Mastermind Councils surface what the industry needs; Working Groups build it into the standard.

Join Us

The establishment of Mastermind Councils marks a critical milestone in AAO's growth. Both councils are strictly members-only and recur monthly on Zoom. Become an AAO member today to secure your seat in the room and then join the relevant council(s) at the links above.