Seller Agent Hosting for Agentic Advertising

The Ad Context Protocol (ADCP) represents the next major evolution of the adtech ecosystem after OpenRTB. It introduces agentic advertising, where AI agents—rather than humans—handle the discovery, negotiation, and execution of media buying at scale.

ADCP is the open standard enabling AI agents to execute advertising tasks across any platform. It serves as the blueprint for how AI agents transact in digital media, establishing common rules and data formats that enable seamless communication between buyer and seller systems. Built on the Model Context Protocol (MCP) and agent-to-agent (A2A) frameworks, ADCP standardizes how machines exchange structured data about audiences, inventory, and campaign objectives.

Seller Agents are AI-powered systems that operate using MCP (Model Context Protocol) or A2A (Agent-to-Agent) protocols to expose your inventory to the buyer ecosystem. They enable AI assistants such as Claude, ChatGPT, or Google Gemini to discover your media inventory, evaluate offerings against campaign requirements, negotiate deal terms, and execute transactions automatically.

This happens AI agent to AI agent, at machine speed and scale. A buyer's AI assistant can simultaneously query hundreds of Seller Agents, compare offerings, and surface the best options for human review—all in seconds. Prebid manages the open-source ADCP Seller Agents project, ensuring standardization and easier adoption across the ecosystem.

BiddingStack provides comprehensive Seller Agent infrastructure so you don't have to build or maintain your own AI systems. Our ADCP services include:

• Seller Agent Activation & Hosting: We deploy and manage Seller Agents on your behalf, making your inventory discoverable by AI agents worldwide.
• ADCP Enablement Services: Full integration with the Ad Context Protocol ecosystem, including MCP and A2A compatibility.
• Managed Infrastructure: Enterprise-grade hosting for individual publishers, media owners, and publisher networks of any size.

ADCP unlocks significant opportunities for publishers and media owners:

• Inventory Discoverability: Your inventory becomes visible to AI agents worldwide, dramatically expanding your potential demand base.
• Non-Standard Media Products: Sell custom sponsorships, AI chat ads, recommendation placements, and other formats that don't fit traditional programmatic.
• First-Party Data Activation: AI agents can understand and negotiate based on your unique audience characteristics rather than forcing data into standardized segments.
• Reduced Intermediaries: Enable more direct relationships between buyers and your inventory through agent-to-agent communication.

As an ADCP Founding Member, BiddingStack is committed to the future of agentic advertising. We combine ADCP capabilities with our proven header bidding platform:

• Founding Member Status: Direct involvement in shaping ADCP standards and early access to protocol developments.
• Integrated Platform: ADCP services work seamlessly with BiddingStack's header bidding, yielding 50-200% revenue improvements.
• AI-Powered Media Products: Monetize AI chat environments, recommendation feeds, AI search results, and conversational contexts.
• Lower Barrier to Entry: Whether you're a solo publisher or a network with thousands of sites, we make agentic advertising accessible.

BiddingStack's ADCP services are designed for forward-thinking publishers ready to capitalize on the agentic advertising revolution:

• Publishers with Non-Standard Inventory: If you have influencer partnerships, custom sponsorships, newsletter placements, or AI-native ad formats.
• Media Owners Seeking New Demand: Access buyer agents and AI assistants that are actively seeking inventory through ADCP.
• Publisher Networks: Centralized Seller Agent hosting for multiple properties with unified management.
• Early Adopters: Position yourself ahead of the industry shift toward AI-driven media transactions.