On November 3, 2025, ad tech veteran Ari Paparo critically analyzed the newly launched Ad Context Protocol (AdCP), established on October 15, which aims to standardize AI agents across advertising platforms. While he applauded the protocol’s creative automation capabilities, he raised serious concerns about its media-buying applications. Supported by major players like Scope3, Yahoo, and PubMatic, AdCP seeks to mitigate fragmentation and enhance real-time AI communications through the Model Context Protocol, which facilitates efficient ad task execution. Paparo highlighted challenges such as pricing transparency, resistance from publishers, and historical issues with programmatic direct transactions, questioning whether automation could resolve ingrained industry conflicts. He noted that while aspects of the ad protocol show promise, significant barriers, including misaligned incentives and the enduring influence of intermediaries, may inhibit effective media buying. Paparo’s analysis emphasizes the gap between technical advancements and actual market viability essential for advertising automation.
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