RCS - Ebiquity PLC - Ebiquity Joins Ad Context Protocol

EbiquityAnnouncement

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RNS Number : 0880E  Ebiquity PLC  21 October 2025

Ebiquity Joins Ad Context Protocol as Founding Member to Champion Brand
Advertiser Interests in Agentic AI Standards

 

Independent advisory firm commits resources and board-level expertise to shape
open-source protocol for AI-powered advertising automation

 

LONDON, 21 October 2025 - Ebiquity, the independent marketing and media
consultancy, today announced it has joined the Ad Context Protocol (AdCP) as a
founding member. The move reinforces Ebiquity's commitment to industry
progress and ensures brand advertiser interests are represented in the
development of critical infrastructure for AI-powered advertising workflows.

 

AdCP is an open-source standard that enables AI agents to communicate across
advertising platforms, establishing shared protocols for the emerging
landscape of agentic advertising. Launched in October 2025 by a consortium
including Triton Digital, Yahoo, PubMatic, Scope3, Optable, and Swivel, the
initiative addresses the urgent need for standardisation as AI solutions
proliferate across marketing and advertising operations.

 

"The advertising industry stands at a critical inflection point," said Ruben
Schreurs, Group Chief Executive Officer of Ebiquity. "Without common language
and agreed standards, we risk creating a fragmented ecosystem where innovation
becomes siloed and advertisers lose control and visibility. AdCP provides the
framework to innovate fast and responsibly, and our founding membership
ensures brand advertisers have a strong voice in its design from day one."

 

Strategic Focus on Transparency and Effectiveness

Ebiquity's participation in AdCP will concentrate on four fundamental pillars
critical to brand advertiser success: transparency in automated
decision-making, Know Your Customer (KYC) capabilities, quality standards
including brand safety, and protocols that enable true incremental business
growth. This focus reflects the company's independent position as expert
advisor to brand advertisers, free from platform or vendor dependencies.

 

"Our loyalty lies with the brands we advise," Schreurs continued. "Through our
founding membership, we ensure their interests are represented in the
protocol's architecture, protecting against the risks of unforeseen
consequences as automation increases."

 

Alignment with AI Governance Framework

The AdCP initiative aligns with Ebiquity's ERA Curriculum solution, an AI
Governance Grid designed to help brands navigate the complexities of
artificial intelligence in advertising. As agentic AI capabilities expand,
Ebiquity advocates for 'human in the loop' systems design that maintains
accountability and oversight.

 

"Efficiency without governance is recklessness. Speed without transparency is
dangerous," said Schreurs. "The protocols we help develop must embed
safeguards from the outset, ensuring AI agents remain accountable to human
oversight and brand objectives."

 

Board-Level Commitment

Ruben Schreurs intends to serve on the Board of the 501(c)(6) nonprofit
organisation currently in process of filing for incorporation to govern the
AdCP initiative. This board-level involvement ensures Ebiquity can help steer
the organisation's direction, maintain its independence, and protect brand
advertiser interests as the protocol evolves.

 

Ebiquity joins a growing coalition of companies across the advertising
ecosystem committed to establishing open standards for agentic advertising
infrastructure. The company's participation reflects its long-standing
practice of allocating resources to initiatives, trade bodies, and open-source
protocols that demonstrate merit and align with its mission to empower brands
through Effective and Responsible Advertising (ERA).

 

About Ad Context Protocol

Ad Context Protocol (AdCP) is an open technical standard that enables AI
agents to communicate across advertising platforms. Built on Model Context
Protocol (MCP), AdCP provides unified infrastructure for AI-powered
advertising automation, including signals activation, inventory curation, and
media buying workflows. Developed collaboratively by leading companies across
the advertising ecosystem, AdCP establishes shared protocols for the agentic
advertising future. For more information, visit www.adcontextprotocol.org
(https://nam02.safelinks.protection.outlook.com/?url=http%3A%2F%2Fwww.adcontextprotocol.org%2F&data=05%7C02%7Ctamsin.howard%40camarco.co.uk%7Cb03a3a6665314a3016d408de0fbe51fe%7C77a5f6209d7747dba0cd64c70948d532%7C1%7C0%7C638965507266485897%7CUnknown%7CTWFpbGZsb3d8eyJFbXB0eU1hcGkiOnRydWUsIlYiOiIwLjAuMDAwMCIsIlAiOiJXaW4zMiIsIkFOIjoiTWFpbCIsIldUIjoyfQ%3D%3D%7C0%7C%7C%7C&sdata=qB4upi9oRd3HedE8VHi91nYKOTLJBCvd4mrXLtMKgdA%3D&reserved=0)
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About Ebiquity plc

 

Ebiquity is a world leader in media investment analysis. Trusted by more than
75 of the top 100 global advertisers - and 500 more worldwide - we analyse
over $100 billion in media spend each year. This unmatched scale gives us the
deepest data and the sharpest insights in the industry, powering the impartial
advice our clients act on to make the right decisions that deliver Effective
and Responsible Advertising.

 

Our work is driven by 650 media experts on the ground in 19 countries.
Covering more than 80% of the world's media market, we are the most local and
the most global, ensuring local relevance with global consistency.

 

With our evidence-based consultancy, clients transform their media operations,
strengthen governance of their investments, and unlock significant incremental
business growth.

 

On average, our clients achieve a 15% improvement in ROI and collectively
generate over $1 billion in value annually through our digital governance
programmes.

 

For further information, please visit: www.ebiquity.com
(http://www.ebiquity.com/)

 

 

For media inquiries, please contact:

 Camarco       Ebiquity@camarco.co.uk (mailto:Ebiquity@camarco.co.uk)

 Ben Woodford  +44 (0)7990 653 341
 Phoebe Pugh   +44 (0) 7586 714 048

 

 

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