PIEVRA REPORTS
Original Analysis
Deep dives into AI agent protocols shaping the future of programmatic advertising.
Ad Context Protocol (AdCP) - The Open Standard Built on MCP That Launched Agentic Advertising
On 15 October 2025, a consortium of 20+ companies led by Yahoo, PubMatic, Optable, Scope3, Swivel, and Triton Digital publicly launched AdCP - the first open standard enabling AI agents to execute advertising tasks across any platform. GitHub first release: v2.0.0. Current production version: v2.5. v3.0 RC2 in active development.
Model Context Protocol (MCP) - From Anthropic Side Project to Linux Foundation Standard in 13 Months
Launched by Anthropic in November 2024, MCP reached 97 million monthly SDK downloads, adoption by OpenAI, Google, and Microsoft, and governance transfer to the Linux Foundation - all within one year. Latest spec: 2025-11-25. Current production standard for enterprise deployments.
Agentic Audiences (formerly UCP) - LiveRamp's Embedding-Based Signal Standard, Now at IAB Tech Lab
On 3 November 2025, LiveRamp donated the User Context Protocol (UCP) to IAB Tech Lab. IAB Tech Lab has since renamed it Agentic Audiences as part of its AAMP initiative (announced February 26, 2026). This is the data plane of agentic advertising - compact, privacy-preserving vector embeddings replacing raw data payloads between agents.
ARTF v1.0 - IAB Tech Lab's Containerisation Framework That Promises to Cut RTB Latency by 80%
On 13 November 2025, IAB Tech Lab released the Agentic RTB Framework (ARTF) v1.0 for public comment, open until 15 January 2026. ARTF is a containerisation architecture for the programmatic bidstream - not a planning protocol like AdCP. IAB Tech Lab CEO Anthony Katsur has called it the most important advance in programmatic since OpenRTB itself.
Agent2Agent Protocol (A2A) v0.3 - Google's Open Standard for Direct Agent-to-Agent Communication, Now at the Linux Foundation
Announced by Google on 9 April 2025 with 50+ founding partners, A2A reached v0.3 in July 2025 and was donated to the Linux Foundation in June 2025. It is the universal inter-agent transport that AdCP, ARTF, and MCP all reference as complementary infrastructure. Current version: v0.3.
France's First Agentic Campaign Goes Live: PubMatic AgenticOS, Amnet, and Claude LLM Activate INTERBEV Video Buy in Minutes
PubMatic and trading desk Amnet have launched the first agentic advertising campaign in France, using AgenticOS with Anthropic's Claude LLM to deploy a programmatic video campaign for meat industry body INTERBEV. Setup time was reduced by 80% compared to traditional workflows, with a natural language brief translated directly into operational campaign parameters targeting cooking enthusiasts.