October 15, 2025 marked the launch of the Ad Context Protocol, an open, industry-led standard built to accelerate agentic advertising. “AdCP brings interoperability, human-in-the-loop safety, and a shared language for media buying and signal activation so publishers, agencies, platforms and brands can scale smarter, together.” – Ad Context Protocol (AdCP)
In AdCP’s livestream, LUMA’s Terence Kawaja presented “AI and Advertising: Disruption of Tectonic Proportions”, our take on how AI will have a massive impact on every aspect of the technology and service stack within advertising and stands to fundamentally alter the business model economics for advertising, publishers, agencies and tech intermediaries alike.
Video: Ad Context Protocol
Check it out: Introducing AdCP: The Open Standard for Agentic Advertising
