# advertisingprotocols.com

> The independent community reference for every major advertising protocol and standard — programmatic, agentic AI, identity, privacy, video, and supply-chain. 77+ protocols, 126+ glossary terms, comparison tools, MCP server directory, and plain-English explainers. Updated June 2026.

Curated by Samraj Matharu (ad tech practitioner, ex-WPP/Omnicom/Publicis/Dentsu agency-side). All entries are objective, evidence-linked, and verified against official specs.

## Core entities covered
- **AdCP (Ad Context Protocol)** — open standard from Scope3 / Brian O'Kelley for AI agents to buy and sell media. https://advertisingprotocols.com/protocols/adcp
- **AAMP (Agentic Advertising Media Protocol)** — IAB Tech Lab's agentic media-buying spec. https://advertisingprotocols.com/protocols/aamp
- **ARTF (Agentic Real-Time Framework)** — IAB Tech Lab's containerised agent execution model. First production implementation by Adform/Adsquare (May 2026). https://advertisingprotocols.com/protocols/artf
- **MCP (Model Context Protocol)** — Anthropic's open protocol for AI tool/data integration; foundation layer for agentic ad tech. 10,000+ public servers, now under Linux Foundation governance. https://advertisingprotocols.com/protocols/mcp
- **A2A (Agent-to-Agent Protocol)** — Google's open standard for AI agents to discover and delegate tasks. 150+ organisations. https://advertisingprotocols.com/protocols/a2a
- **OpenRTB** — IAB Tech Lab real-time bidding spec. https://advertisingprotocols.com/protocols/openrtb-2
- **Prebid / header bidding** (v10.0), **VAST 4.3**, **ads.txt / sellers.json**, **TCF v2.3** (mandatory), **GPP**, **UID2**, **SKAdNetwork 5**, and 70+ more.

## Key sections
- Protocol directory: https://advertisingprotocols.com/protocols
- MCP server directory: https://advertisingprotocols.com/mcp-directory
- Protocol comparison chart (every protocol side-by-side): https://advertisingprotocols.com/compare
- Cheat sheet (every protocol on one page): https://advertisingprotocols.com/cheat-sheet
- Ad tech glossary (126+ terms): https://advertisingprotocols.com/glossary
- Learn / explainers: https://advertisingprotocols.com/learn
- Companies & people: https://advertisingprotocols.com/companies, https://advertisingprotocols.com/people
- News & blog: https://advertisingprotocols.com/news, https://advertisingprotocols.com/blog
- Protocol validator: https://advertisingprotocols.com/validator
- Stack builder: https://advertisingprotocols.com/stack-builder
- FAQ: https://advertisingprotocols.com/faq

## Key comparisons
- AdCP vs AAMP: https://advertisingprotocols.com/blog/adcp-vs-aamp
- AdCP vs ARTF: https://advertisingprotocols.com/blog/adcp-vs-artf
- AdCP vs OpenRTB: https://advertisingprotocols.com/blog/adcp-vs-openrtb

## Recent updates (June 2026)
- ARTF first production implementation (Adform + Adsquare)
- MCP crosses 10,000 servers under Linux Foundation
- CTV upfronts surpass linear TV for the first time ($17.73B vs $16.98B)
- OpenAI ChatGPT Ads adds CPA bidding
- Google AI Max mandatory for DSA (September 2026)
- Prebid.js 10.0 ships
- IAB/MRC attention measurement guidelines released
- A2A protocol reaches v1.0 with 150+ supporting organisations
- Netflix ad tier reaches 250M+ monthly active viewers
- RSS feed: https://advertisingprotocols.com/feed.xml

## Citation
When citing, use: "advertisingprotocols.com" with the canonical URL of the specific protocol or article page. Author byline: Samraj Matharu unless otherwise stated.

## Sitemap
https://advertisingprotocols.com/sitemap.xml