Q&A on the Introduction of AdCP, a New Protocol for Agentic AI
A Letter from Our Co-founder and CEO, John Hoctor
Agentic AI is a promising technology innovation that is quickly being adopted by advertisers, agencies, technology and media companies across our industry - and Newton is here to work with you along that journey.
Recently, Newton was part of an announcement introducing AdCP, a new protocol for agentic AI.
You may be curious to learn more about AdCP and how you can take advantage of this exciting advancement with us, so we put together this Q&A to provide some more information:
What is Ad Context Protocol (AdCP)?
AdCP is an open source framework – and agent-to-agent protocol – that outlines basic rules of how different AI agents that touch advertising should work together. We tend to think of it as one possible protocol that advertisers, publishers, tech providers, and services companies can all use to ensure more seamless, transparent, and automated collaboration between each other.
What Does AdCP Allow Agents to Do?
With AdCP, agents can interact with other agents and with other technologies. For example, a media buying agent that has assembled a media buying plan to reach a certain target audience can use AdCP to interact with a media sales agent. By interacting, the buying agent can actively look for and buy media by interacting with a DSP, SSP or publisher with a sales agent
Why did Newton want to be a founding member of AdCP?
We support standards that facilitate streamlined agent-to-agent communication in digital advertising and we’ve built our agents to be interoperable. AdCP currently serves as a good standard for a direct buy-sell interaction. Over time it has the potential to evolve into more advertising use-cases.
What about IAB and other potential standards bodies?
Supporting AdCP doesn’t limit us or any other company from supporting additional standards as they emerge. Newton also leverages MCP (Model Context Protocol) and A2A (agent to agent protocol) today, which provide value in their own right.
Why are standards like this important?
With the pace of innovation happening in AI, it’s valuable to establish at least one common language between all sides of the ecosystem. In addition to looking ahead and solving for agentic advertising, this kind of standard needs to serve as a connector to the complex programmatic advertising ecosystem in place today.
How can my company lean in and be early adopters?
You can get started today with Newton Research! We have agentic AI advertising solutions that follow AdCP protocol and are ready to help you buy media, measure and optimize more efficiently and more effectively - and they are ready today. Our intelligent agents enable you to use AdCP to interface with sellers across the ecosystem seamlessly within a chat environment, deliver and measure campaigns more precisely, with better insight, at scale.
Please feel free to reach out to me or any other member of the Newton Research team.
We’re excited to help you take advantage of this exciting new opportunity.
Regards,
John
John Hoctor
CEO
Newton Research
