The advertising industry is rapidly entering the ‘agentic era’; a shift toward AI-powered agents that can autonomously discover, plan, and trade media. While new standards like the Ads Context Protocol (AdCP) are being hailed as the ‘OpenRTB for AI,’ they are also sparking essential debates about the future of the open web.
In a recent feature for Digiday, Ozone’s Chief Revenue Officer, Craig Tuck, discussed how the business is approaching this evolution and currently testing AdCP with their own seller-agents. Craig highlighted that technology alone cannot solve the industry’s transparency challenges:
“The biggest risk we see with an innovation like AdCP is decreasing transparency and control rather than increasing,” he observed. “important. If agentic buying is thought of as a ‘set and forget’ solution, we run the perilous risk of recreating a short-term market that undermines the quality and trust needed to deliver the outcomes advertisers need.”
To read the full debate and more insights from Craig and other industry leaders, click the button below.
