AdCP Signals
Adaptor.

For two decades the ad-tech industry has lived with a fragmentation tax — OpenRTB for bidding, AdCOM for creative, GPP for privacy, OpenDirect for guaranteed buys. Each one a real standard. Each one its own island. Each one requiring custom bridges. As AI buyer agents enter the stack, the bridges become the bottleneck.

The Ad Context Protocol (AdCP) is the open standard that retires that tax. Built on top of Anthropic's Model Context Protocol, it gives AI agents a single, secure way to discover and transact with advertising platforms — audience activation, curation, and media buy. One spec, many platforms.

The signals adaptor is the reference seller-side implementation of the protocol's data provider role. It conforms to AdCP spec v3.0.x, ships as MIT-licensed code, and runs as a live demo other adopters can probe.

A production Cloudflare Worker that implements the full AdCP signals provider surface, with everything an AdCP-enabled buyer agent expects from a seller:

• get_signals discover signals across 14 verticals × 5 signal types
• activate_signal turn a discovered signal into bookable inventory
• query_signals_nl natural-language query over the catalog
• list_creative_formats get_products check_governance
• create_media_buy get_operation_status with idempotency-key handling
• /.well-known/adagents.json publisher-discovery endpoint per AdCP convention
• X-AdCP-Spec-Version response header pinned to the latest released patch

Every payload is schema-validated against a vendored copy of the AdCP corpus. The conformance harness runs against the official storyboard scenarios on every push.

AdCP is a project of AgenticAdvertising.org, a neutral consortium advancing open standards for AI-powered advertising. Founding members include Optable, PubMatic, Scope3, Swivel, and Triton Digital, with a supporting roster of AccuWeather, Butler/Till, Classify, Raptive, The Weather Company, Newton Research, Bidcliq, and Samba TV.

I serve as a founding member and contribute to the Signals & Measurement working group. The signals adaptor is one of the reference seller implementations the working group uses to anchor protocol decisions.

It's also registered on the public agent registry at agenticadvertising.org as a No Fluff Advisory signals provider.