Open Market Scope3 COO Anne Coghlan on the AdCP Launch and Agentic Advertising
Oct 22, 2025
Anne Coghlan, COO of Scope3 and a leading voice in agentic advertising, joins the discussion to unravel the Ad Context Protocol (AdCP) and its significance for the ad landscape. She highlights how agentic advertising can enhance outcomes on the open internet, contrasting it with traditional programmatic methods. Anne also touches on the evolution of Scope3, the role of AI in their operations, and offers insights on encouraging industry adoption of this innovative approach. Plus, she gets a chance to address the critics of her work!
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AdCP Creates A Universal Agent Language
- The Ad Context Protocol (AdCP) creates a universal ads API so buyer and seller agents can converse at scale.
- That common language aims to enable an open ecosystem of interoperable agentic advertising tools.
Builders Collaborated In A Slack Working Group
- Scope3 and other builders ran working groups and a Slack to design protocol fields and interactions.
- The launch webinar included a live demo where Scope3's buyer agent bought inventory from Swivel's sell-side agent.
Direct Buys' Richness Scaled By Agents
- Agentic advertising lets brands express rich briefs and have buyer agents negotiate directly with publisher sales agents.
- This approach preserves creative and contextual richness while enabling scale beyond manual direct IOs.