The Ad Context Protocol (AdCP) is often marketed as a simple solution for ad tech integration, but the initial implementation is likely to face challenges. Instead of a straightforward API upgrade, AdCP introduces a complex engineering problem that requires building a robust orchestration engine. Users must manage state, asynchrony, and failure to achieve effective automation. The integration demands extensive capabilities such as job queues and webhook handling.
To succeed, companies should shift their budgeting from expecting an API integration to investing in a comprehensive hub architecture. The AdCP facilitates seamless transactions across platforms, complementing OpenRTB’s fast auction processes by streamlining planning and reporting. Implementation should begin with a low-risk MVP, progressing to governance frameworks and a scalable hub architecture. Ultimately, AdCP drives efficiency and strategic control, transforming disparate data management into a cohesive, automated workflow. Embrace the complexity of AdCP to avoid chaotic, outdated practices in digital advertising.
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