★ Featured Agent ★
COOL!Upwave Measurement Agent
by Upwave
Brand lift measurement and campaign analytics via AI agent. Commission studies, get lift results, receive AI-powered insights, and access industry benchmarks. The first A2A-compatible brand measurement solution!
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🆕 What's New in the Directory
- Dec 31 COMING SOON Upwave Measurement Agent - Brand lift measurement via A2A!
- Dec 31 NEW! Added MCP Servers tab - 20 curated Model Context Protocol servers
- Dec 31 NEW! Added AdCP Members tab - Ad Context Protocol founding members
- Dec 31 Chess Agent, Coin Railz & more real agents!
- Dec 30 🎉 YARA launches! Yet Another Registry (for) Agents.
📁 Browse the Directory
Click a category in the sidebar or browse all items below
What is AdCP?
The Ad Context Protocol (AdCP) is an open standard launched in October 2025 for AI agents in advertising. Built on top of MCP, it enables agentic media buying and selling — where AI agents can autonomously negotiate, purchase, and optimize ad inventory.
AdCP includes built-in support for carbon-aware advertising via Scope3 integration, making sustainable programmatic advertising a first-class feature.
❓ About the Protocols
🤖 A2A (Agent-to-Agent)
Agent2Agent (A2A) is an open protocol launched by Google in April 2025. It enables AI agents to discover each other and collaborate -- regardless of who built them.
| 🏢 | 150+ Partners | Salesforce, SAP, ServiceNow, Atlassian... |
| 📋 | Agent Cards | JSON metadata describing capabilities |
| ⚡ | Stateful Tasks | Long-running workflows with progress |
🔌 MCP (Model Context Protocol)
Model Context Protocol (MCP) is Anthropic's open standard for connecting AI models to data sources and tools. Now adopted by OpenAI and donated to the Linux Foundation.
| 🔌 | 1200+ Servers | Cloud, databases, productivity tools... |
| 🚀 | Universal | Works with Claude, ChatGPT, and more |
| 🛠 | Tool Access | Files, APIs, databases, and services |
📢 AdCP (Ad Context Protocol)
Ad Context Protocol (AdCP) is an open standard launched in October 2025 for AI agents in advertising. Built on MCP, it enables agentic media buying and selling.
| 🏢 | Founding Members | Yahoo, PubMatic, Optable, Scope3... |
| 💰 | Media Trading | Buyer and seller agent interoperability |
| 🌱 | Sustainability | Carbon-aware advertising built-in |
📖 AdCP Website | GitHub
📧 Submit Your A2A Agent!
Enter your agent's base URL below. We'll fetch your
/.well-known/agent.json and validate it for listing.
We'll check: https://.../.well-known/agent.json
Other submissions:
- MCP Server: Email hello@upwave.com with your GitHub repo URL
- AdCP Member: Email hello@upwave.com with company details