Prebid.org to steward open source sales agent for agentic advertising
NEW YORK – January 29, 2026 – Prebid.org today announced the Prebid Sales Agent in collaboration with AgenticAdvertising.org (AAO), bringing agentic advertising capabilities to publishers at scale through open source software. Following successful incubation within the agentic advertising community, the sales agent repository has now been transferred to Prebid.org. Prebid will manage ongoing and future sales agent development, leveraging the highly engaged Prebid developer community. The Prebid Sales Agent will continue to operate under the Ad Context Protocol (AdCP), under AAO’s governance framework.
With this collaboration, the Prebid Sales Agent joins Prebid’s suite of open source tools – receiving the same level of support, development, and adherence to community standards as Prebid.js, Prebid Server, and all other Prebid.org open source software. Publishers of all sizes can now access agentic advertising capabilities through trusted open source software, without building proprietary solutions or relying on vendor-specific tools. Every publisher will be able to connect to programmatic and agentic buyers with one unified stack.
Mike Racic, President of Prebid.org, said: “This collaboration makes agentic advertising practical for publishers of any size. Instead of requiring heavy internal engineering or bespoke integrations, publishers can access agentic capabilities through Prebid and participate in more efficient, automated direct buying workflows. The result is a more level playing field where publishers can package, price, and monetize their inventory while maintaining control over their data, business rules, and relationships.”
As the industry embraces agentic advertising, this development ensures publishers can participate at scale through the tools and organizations they trust. What were once resource-intensive, manual direct buying workflows will become accessible to any publisher through Prebid Sales Agent and the AAO governance framework.
“Prebid exists to give publishers open, interoperable solutions they can trust, and agentic advertising should be no different. By stewarding the AdCP sales agent repository, now the Prebid Sales Agent, we’re investing in an open source foundation that helps publishers scale direct outcomes without being pushed into proprietary systems or vendor lock-in. This is exactly the kind of community driven infrastructure that keeps the ecosystem competitive, transparent, and publisher first,” said Garrett McGrath, Chairman, Prebid.org.
Benjamin Masse, Chief Product Officer, Triton Digital, said: “Agentic advertising only works if it scales through infrastructure publishers already trust. Bringing the sales agent into Prebid ensures this technology moves beyond experimentation and becomes practical for the broader market. For audio in particular, it opens the door to modernizing buying workflows while preserving the audience relationships and contextual depth that make radio and podcasts so effective.”
Publishers can begin accessing agentic capabilities through Prebid’s open source codebase immediately, with ongoing development shaped by both organizations and the broader community. The sales agent repository remains open for direct contributions on GitHub – no membership in either organization required.
About Prebid.org
Formed in September of 2017, Prebid.org is an independent and neutral global organization designed to ensure and promote fair, transparent, and efficient header bidding across the industry. Funded by dues-paying members, it manages the open source projects Prebid.js, Prebid Mobile, Prebid Server, Prebid Video, Prebid Native, and others. Prebid.org is open to all companies who are part of the programmatic ecosystem, from ad tech vendors to publishers and others. We believe that, working together, we can drive standardized, transparent technology for advertising that will make it easier for buyers and sellers to transact at scale in a fully programmatic ecosystem.
About AgenticAdvertising.org
AgenticAdvertising.org is an independent industry organization advancing open standards for AI-powered advertising. Launched in December 2024, the organization governs the development of the Ad Context Protocol (AdCP) and other standards that enable AI agents to autonomously execute advertising tasks across platforms.
Industry veterans Randall Rothenberg and Matthew Egol serve as interim advisors guiding the organization’s formation. AgenticAdvertising.org brings together stakeholders across all parts of the advertising ecosystem to establish the open standards, governance, and collaborative frameworks needed for the industry’s transition to agentic advertising. For more information, visit agenticadvertising.org.