adagents.json is the publisher-controlled file that tells buyer and seller agents who is actually authorized to sell inventory for a domain. Here’s how it works, with a real, production-ready example for agenticadvertisingnews.com.
AdCP 3.0 pushes the protocol beyond buying mechanics into governance and market structure, signaling a broader vision for agentic advertising.
Prebid.org is expanding its role in the ecosystem, announcing plans to host an open-source sales agent designed to automate parts of publishers’ direct sales.
The Ad Context Protocol was announced as an open foundation for enabling software agents to plan and execute advertising buys directly with publishers.