Calder Joins AgenticAdvertising.org as a Founding Member
Calder is a founding member of AgenticAdvertising.org, the organization behind AdCP, the open standard for agentic advertising. Here's why we joined.
April 6, 2026
We just joined AgenticAdvertising.org as a founding member, and wanted to share why we think this one matters.
AgenticAdvertising.org is the org behind AdCP, the Ad Context Protocol.
Best way to think about it: AdCP is to agentic advertising what OpenRTB was to programmatic. A shared language so agents can discover inventory, activate data, execute buys, and measure outcomes across any platform. Founding members include Yahoo, PubMatic, Scope3, Samba TV, and Kargo.
Calder is the platform for reaching high-net-worth and high-value transaction audiences through programmatic advertising. We’ve built wealth data signal solutions that brands and agencies can activate directly or through any major DSP, working with clients in luxury retail, jewelry, finance, and gaming.
That puts us right at the intersection of data, inventory, and the supply chain, which is exactly where agentic workflows are heading.
A lot of this is still being figured out. The standards, the infrastructure, how data moves through an agentic supply chain. We are building things in this space and wanted to be around the people doing the same. To contribute where we can, learn from others, and experiment as things develop.
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