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AdCP + Google Ad Manager — Publisher Pitch Deck (DACH)

How agentic advertising unlocks new demand for publishers

DP David Porzelt · May 4, 2026
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May 4, 2026

AdCP + Google Ad Manager

Publisher Pitch Deck — DACH Market

Presented by Intentara / DACH Chapter — AgenticAdvertising.org

Slide 1 — Title

The Future of Direct Sales: AdCP + Google Ad Manager

How agentic advertising unlocks new demand for publishers — without replacing what already works.

[Your name] | Intentara | DACH Chapter Lead, AgenticAdvertising.org

Slide 2 — The Problem with Programmatic Today

  • Programmatic optimises for the impression — not the relationship
  • Publishers compete on CPM alone, losing control over pricing, packaging, and brand fit
  • Advertisers are locked into 3–5 platforms due to integration costs — your inventory isn't even in the conversation
  • Result: commoditised inventory, race to the bottom, unsustainable yield

The opportunity: agentic buyers are ready to spend directly — if you speak their language.

Slide 3 — What is AdCP?

AdCP (Ad Context Protocol) is the open standard for agentic advertising.

  • Think of it as the language AI-powered buying agents use to discover, negotiate, and buy media
  • Built on open standards (MCP, JSON Schema, Apache 2.0)
  • Developed by AgenticAdvertising.org — an independent member organisation
  • Already in use by buyers running agentic campaigns today

AdCP is to agentic advertising what OpenRTB is to programmatic — except it works at the campaign level, not the impression level.

Slide 4 — How It Works with GAM (Overview)

AdCP integrates with Google Ad Manager in two phases:

Phase 1 — Offline Setup (happens once per campaign):

  1. A Buyer Agent discovers your inventory via AdCP (get_products)
  2. Campaign is created with targeting, budget, and creative (create_media_buy)
  3. Your Sales Agent creates GAM line items targeting AdCP key-values
  4. Signal Agents attach audience and brand suitability rules

Phase 2 — Real-Time Serving (happens on every impression):

  1. User visits your page → ad request fires
  2. Prebid's TMP module evaluates context and user eligibility
  3. Key-values (adcp_pkg) are passed to GAM
  4. GAM matches line items → serves the ad

Your existing GAM setup stays intact. AdCP adds a new demand source on top.

Slide 5 — The Two-Endpoint Architecture (TMP)

AdCP uses the Trusted Match Protocol (TMP) for real-time execution — designed with privacy at its core.

Context Match Identity Match
What it sends Page/content signals User token only
What it receives Contextual package eligibility Audience match decision
User data included? ❌ No ✅ Yes (opaque token)
Content data included? ✅ Yes ❌ No

The two endpoints never exchange data — the join happens locally in the Prebid module before passing adcp_pkg key-values to GAM.

Why this matters for DACH publishers: GDPR Article 5 requires data minimisation. TMP's split architecture means each call processes only what's strictly necessary — a clean compliance posture that German and Austrian DPAs expect.

Slide 6 — What This Means for Your Revenue

  • New demand channel — agentic buyers who aren't currently reaching you via programmatic
  • Premium pricing — campaign-level deals, not CPM auctions. You set the rate card.
  • Control stays with you — you define the products, the packages, the content standards
  • No cookie dependency — TMP uses privacy-safe tokens (UID2, RampID). Works in cookieless environments.
  • Additive, not disruptive — TMP line items compete in GAM alongside Prebid demand. GAM decides the winner.

Slide 7 — GDPR & Privacy — Built In, Not Bolted On

For DACH publishers, compliance is non-negotiable. AdCP is designed for this:

  • Data minimisation by architecture — Context Match and Identity Match are structurally separated
  • No new identifiers — AdCP does not introduce new tracking mechanisms
  • Consent flows preserved — your existing CMP and consent signals continue to apply
  • Audit trail — every AdCP transaction is a logged tool call. Full traceability for regulators.
  • Publisher control — you define content standards and brand suitability rules via AdCP governance. No surprises.

Slide 8 — What You Need to Get Started

Technical setup (one-time):

  1. Publish /.well-known/adagents.json — declares your properties and authorised agents
  2. Deploy a Sales Agent (or use a managed service) — exposes your inventory to buyer agents
  3. Integrate the TMP Prebid module — replaces vendor-specific RTD modules
  4. Create GAM line items targeting adcp_pkg key-values

Commercial setup:

  • Define your product catalogue (inventory packages, rate cards, targeting options)
  • Set content standards and brand suitability rules
  • Onboard to AgenticAdvertising.org (free to start)

Timeline: most publishers are live within 4–6 weeks.

Slide 9 — Why Now?

  • AdCP 3.0 is live and stable — production-ready
  • TMP is the recommended integration path for all new deployments
  • Agentic buying is accelerating — early-adopter publishers capture premium budgets before the market normalises
  • The DACH market is underserved — most AdCP demand is currently concentrated in English-language markets. German-language premium inventory is a gap buyers are actively looking to fill.

First movers set the rate cards. Followers compete on CPM.

Slide 10 — Next Steps

  1. Join AgenticAdvertising.org — free membership to explore the protocol → https://agenticadvertising.org

  2. Read the TMP publisher guide — step-by-step GAM integration → https://docs.adcontextprotocol.org/docs/trusted-match/surfaces/web

  3. Try the quickstart — 5 minutes, no signup required → https://docs.adcontextprotocol.org/docs/quickstart

  4. Talk to us — Intentara supports DACH publishers through AdCP integration → me@davidporzelt.com

AdCP is open source (Apache 2.0) and developed by AgenticAdvertising.org — an independent member organisation. Protocol documentation: docs.adcontextprotocol.org

David Porzelt