New Delhi, Sept. 20 -- Artificial intelligence could change the way advertisements are bought and sold by enabling automated communication between systems, reducing manual coordination across the fragmented advertising ecosystem, according to a report by ADvendio, an advertising technology company.

The report said the advertising industry is moving into a new phase of AI adoption, where autonomous systems could work across buyers, publishers, media networks and ad-tech platforms instead of being limited to individual tasks.

At the centre of this shift is the Ad Context Protocol (AdCP), an open standard that creates a shared language for AI systems across the advertising ecosystem. The protocol can run over transports such as Anthropic's...