Samba x AdCP: Building the Open Infrastructure for Agentic Advertising

Advertising today is broken. Too complicated. Too many layers. Too little transparency. Too much wasted potential.

At Samba, we believe there's a better way forward.

Samba is a member of the AdCP Consortium. AdCP - the Ad Context Protocol - is a new open standard helping the ad ecosystem connect, collaborate, and move faster in the world of AI Agents.

It's the shared language that lets agentic AI systems talk to one another and to the platforms that power modern marketing. Think of it as the universal connector bringing order and intelligence to a fragmented system.

Just as OpenRTB standardized bidding and Prebid simplified header bidding, AdCP is meant to lay the groundwork for agentic advertising. It enables us to build the necessary tools for our AI agents to execute campaigns with full transparency, accountability, and speed - turning real-world data into actionable outcomes.

Why Samba Built the First AdCP-Native Audience Manager

At Samba, this mission is part of our DNA. We've spent years helping brands and publishers understand audiences through advanced first-party viewership, behavioral, and contextual data from over 50 countries and 50 million smart TVs.

Now, by connecting that data through AdCP, we're enabling agentic AI to work with Samba insights in real time - helping marketers discover audiences, build segments, and activate campaigns with outcomes they can trust.

Today, we're proud to showcase the Samba Audience Manager MCP Server - the first production-ready implementation of AdCP for audience intelligence.

This isn't vaporware. It's live, it's working, and it demonstrates what the future of agentic advertising tools looks like:

Audience Discovery: AI agents can search across 50M+ TV households to find viewers of any show, ad, product, or content
Strategic Insights: Agents analyze web behavioral patterns to complement TV targeting with precision digital reach
Campaign Orchestration: From concept to activation, AI agents can build, validate, and deploy audience segments across DSPs
Full Transparency: Every decision, every data point, every household count - fully auditable and explainable

The Power of Open Standards

What makes this initiative transformative is that it's open. No single company owns it.

AdCP is governed by a neutral consortium of publishers, advertisers, agencies, and technology partners - all working together to create shared infrastructure for the future of advertising.

We see AdCP as a bridge between where the industry is today and the agentic future of advertising, where innovation and accountability go hand in hand.

Samba is proud to be part of that foundation - both through the consortium and the solutions we're building on top of it.

Here's to building a smarter, more open, AI-driven future for advertising.

Join Us

Samba is proud to be an early member of the AdCP consortium and to deliver AdCP-compatible solutions that move the industry forward. Reach out if you are interested in being part of Samba’s Early Adopter Program.

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