Why Your First AdCP Project Is Likely to Fail
The failure of your first Ad Context Protocol (AdCP) project won't stem from a flawed protocol but from unrealistic expectations. Many are sold on the idea of a universal API for ad tech, which shapes their budgeting plans. However, AdCP is more complex than a simple API upgrade.
The Illusion of a Universal API
AdCP is marketed as a magic solution for ad technology integration. Yet, the reality is far from straightforward. The promise of agentic automation conceals a deeply complex, asynchronous, stateful, and multi-tenant engineering challenge.
Budgeting for Integration vs. Distributed Systems
Companies often budget only for a new integration, but successful AdCP implementation requires investing in a new distributed system capable of handling intricate workflows.
The Complexity Behind the Demo
The demo appears simple: An agent or MCP Host sends a create_media_buy request. But the response isn't immediate or complete. Instead, the buy enters a pending_approval state, which can last hours or days until a human approves it and the server eventually triggers a webhook to your system.
"Your agent just became a server."
Engineering Challenges
Engineering teams will quickly realize they’re not just working with a traditional API; they need to build a complete orchestration engine capable of handling asynchronous state changes and human interactions.
Key Requirements of the Orchestration Engine
- Handling asynchronous responses and long approval workflows
- Managing stateful processes across multiple tenants
- Integrating webhook-based callbacks and notifications
Final Thoughts
"It won’t fail because the protocol is bad; it will fail because you’ve been sold a simplistic dream – a 'universal API' for ad tech – and that’s what you’re budgeting for."
AdCP demands a shift from traditional API integration thinking to architecting complex distributed systems.
Author's summary: Your first AdCP project might fail not due to protocol flaws, but because of underestimating the complex distributed system engineering it truly requires, beyond a simple API upgrade.