Advertising’s new ‘universal language’ for AI agents sparks old debates about power and openness

October 21, 2025 Presented by Here’s a look inside the latest Ad Context Protocol (AdCP) debate. To some, AdCP looks like a timely fix for an industry weighed down by fragmentation and technical debt. To others, it’s the start of yet another power play, a supposedly "open" initiative that will quietly advantage those who helped write the rules. Advertisement TOP STORY AI Revenue Generation Advertising's new 'universal language' for AI agents sparks old debates about power and openness The long search for order in advertising's AI future. OTHER THINGS TO KNOW Agencies need to shift how they plan, pitch and prove their value to new and existing clients. Partner insights from Keen Decision Systems. During the high-pressure holiday period, brands are turning to enhanced automation and AI tools to help drive conversions and sales. Partner insights from Meta. For local advertisers in particular, generative AI helps condense lengthy, extensive workflows of creative design, insight generation and customer targeting into weeks or even days. Partner insights from Amazon Ads. A MESSAGE FROM DISNEY CAMPAIGN MANAGER An easier way to run TV campaigns that deliver You shouldn't have to choose between efficiency and creativity when it comes to your media buys. With Disney Campaign Manager, you get both. One easy dashboard lets you set up, launch and measure across Disney+, ESPN and Hulu streaming platforms. Your campaign shows up where it matters most, making a bigger impact. It's not just a tool. It's a partner that makes things simpler and helps you deliver results your clients can count on. Learn more MARKETING Member exclusive Ad Tech Briefing: Farewell to Google's Privacy Sandbox, we barely knew ye An obituary for Privacy Sandbox, Google's abortive attempt to construct a privacy-first ad tech ecosystem. Strategizing for the Future MMA repositions as Marketing + Media Alliance to emphasize in-market collaborative testing The new moniker represents the organization's intent to showcase the nitty-gritty marketing work it has been doing on behalf of its 825-member base of marketers. Advertisement PARTNER INSIGHTS FROM MARIGOLD How publishers turn data into sustainable revenue for long-term growth Eighty-seven percent of publishers said in a new survey that they’ve increased their subscriber engagement budgets over the past year, enabling more experimentation as teams rethink how they operate to turn data into sustainable revenue. Retail Revolution Walmart deepens relationship with OnePay, a one-stop finance app it helped create Walmart-backed fintech firm OnePay this year has added features that further expand its relationship with Walmart and its customers. PARTNER INSIGHTS FROM DIRECTV Why the sky's no longer the limit for live TV advertising Live TV is no longer tethered to the living room, and neither are the audiences that advertisers want to reach. MEDIA & PLATFORMS How creators are becoming their own networks with Night agency's David Huntzinger David Huntzinger of Night says the creator economy is reaching an inflection point, as YouTube experiments with dynamic ads and brands like Blue Apron take influencer marketing in-house. ICYMI WTF: Ad Context Protocol? Open standard aims to let AI agents negotiate directly across ad tech, with comparisons to OpenRTB and header bidding. PARTNER INSIGHTS FROM CONTENTFUL How effective content management turns chaos into control Eighty-one percent of marketing and technology executives said a lack of centralized oversight leads to inconsistent branding in regions. Embracing a holistic approach to content management curbs chaos and provides control. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy