AdCP for Non-Standard “In-Content” Creative

There’s a new buzzword in AdTech—or rather, a new buzzy acronym.

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AdCP, or Ad Content Protocol, is an open standard designed to let AI agents participate in planning, buying, and optimizing digital advertising campaigns. It extends the Model Context Protocol (MCP) into the advertising and digital media ecosystem.

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This initiative is timely and essential, outlining a future where AI-powered agents and chatbots can craft and execute digital campaigns. We saw an opportunity to expand AdCP beyond media buying and standard creative identification—by defining how agents can also drive and develop in-content creative, like those powered by Rembrand. Through AI automation platforms, planners can now begin to plan and activate non-standard creative formats such as Virtual Out-of-Home (VOOH) and Virtual Product Placement (VPP) within premium content.

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It’s logical that the industry’s first focus is media—less subjective, data-driven, easier to execute, and relatively stagnant in innovation. The same applies to standard creative, where ad sizes and trafficking are well defined. Rembrand’s perspective is that while those are foundational, true differentiation lies in enabling agentic access to non-standard creative. Media can’t succeed without delivering the right message in a way that breaks through and resonates—and the industry urgently needs innovation in non-standard formats. The same old standard units won’t cut it anymore.

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Our tech team has deeply evaluated AdCP and is launching API hooks that allow any agent or chatbot to leverage the protocol for planning and mocking up in-content advertising through agentic interfaces, including chatbots.

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The solution is simple when viewed through this lens: agents can be trained to understand how standard and non-standard units work together to maximize effective reach and performance through the right mix of unskippable in-content formats and standard interruptive ads. An agent can interpret campaign requirements, assess available assets, and rapidly generate mock-ups—placing creative directly in-scene while providing planners with insights and forecasts on how in-content can amplify the media mix. This capability reduces friction, standardizes understanding, and makes in-content advertising (VOOH and VPP) easier to plan, buy, and justify.

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At Rembrand, our point of view is clear: we aim to accelerate innovation in advertising by supporting AdCP’s adoption—particularly for creative development and activation in emerging, high-impact formats. With agentic interfaces, we can make non-standard creative standard, fast—removing barriers, streamlining workflows, and empowering planners to unlock new creative potential.

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Watch the video about our AdCP integration efforts HERE.

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