Ebiquity Regulatory News (EBQ)

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.

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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

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