TLDR: Key players in the programmatic advertising industry are joining forces to accelerate the integration of artificial intelligence (AI) into the sector. This collaboration aims to establish a new framework, AdCP, to standardize AI-driven programmatic advertising, similar to how OpenRTB revolutionized real-time bidding in its early stages. The initiative seeks to enhance efficiency and effectiveness in automated ad buying through advanced AI applications.
Industry leaders in programmatic advertising are embarking on a collaborative effort to propel the future of the sector through the strategic integration of artificial intelligence (AI). This significant move, reported on October 20, 2025, by Aaron Baar of Marketing Dive, highlights a collective commitment to developing a new framework known as AdCP.
The AdCP framework is envisioned to serve as a foundational standard for AI-driven programmatic advertising, drawing parallels to the transformative impact of OpenRTB in standardizing real-time bidding during the nascent stages of programmatic advertising. The goal is to streamline and optimize automated ad buying processes, leveraging the capabilities of AI to achieve greater efficiency and deliver enhanced results.
This initiative comes at a time when AI is increasingly demonstrating its potential across various facets of marketing and advertising. For instance, PubMatic, an ad-tech company, has already reported significant gains from its partnership with Nvidia, where AI has enabled automated programmatic ad buying to achieve results up to five times faster than traditional methods. This underscores the tangible benefits that AI can bring to the programmatic landscape.
The broader industry sentiment also reflects a growing urgency to embed AI into marketing workflows. Experts suggest that this integration is driving marketing teams to undertake entirely new, higher-value work. Furthermore, major platforms like Meta are actively streamlining the use of AI for brands, introducing new business agents and creative tools designed to simplify AI-powered sales guidance for small and mid-sized companies.
Also Read:
- Marketing Agencies Undergo Radical Transformation, Embracing AI to Redefine Industry in 2025
- Leading Tech Firms Unveil Advanced AI Strategies for Future Infrastructure Development
This collaborative push by industry players signifies a pivotal moment for programmatic advertising, aiming to harness AI’s power to create more sophisticated, responsive, and effective advertising ecosystems.
