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    THE SERIES

    Below the Pitch

    Turning adtech noise into something you can use.

    Every week the industry adopts a new word. Agentic. MCP. AdCP. They show up in decks, on stages, in RFPs and almost nobody can tell you what they change on Monday morning. This is the series where we take those words apart, plainly, and figure out which two or three actually matter for how a media agency or trading desk does its work.

    1. #03

      AdCP: the standard that wants to change what you buy, not just how fast

      Running over MCP, AdCP wants to let you brief inventory in plain English and transact on outcomes instead of impressions. Here's what a buyer actually needs to understand, and why it might still stall.

      7 min read

    2. #02

      MCP: the protocol everyone name-drops, nobody can explain

      Strip away the buzz and MCP is plumbing. The real story is what gets built on top of it, and the one question that tells you which kind a vendor means.

      7 min read

    3. #01

      "Agentic": the word your whole industry is shouting, and almost nobody can pin down

      Everyone's shipping it, nobody can define it. What "agentic" actually means, when it's real, and when it's just a faster slide.

      6 min read