diff --git a/.changeset/orange-bottles-reply.md b/.changeset/orange-bottles-reply.md
new file mode 100644
index 0000000000..741650006f
--- /dev/null
+++ b/.changeset/orange-bottles-reply.md
@@ -0,0 +1,4 @@
+---
+---
+
+Clarify AdCP/MCP relationship in docs: AdCP works *over* MCP and A2A as transports, not "built on" MCP.
diff --git a/README.md b/README.md
index dbb59377ab..8cd09092fe 100644
--- a/README.md
+++ b/README.md
@@ -1,6 +1,6 @@
# AdCP - Open Standard for Advertising Automation
-**Unified advertising automation protocol built on Model Context Protocol (MCP)**
+**Open standard for advertising automation over MCP and A2A protocols**
[](https://github.com/adcontextprotocol/adcp)
[](https://adcontextprotocol.org)
@@ -15,7 +15,7 @@ Visit [adcontextprotocol.org](https://adcontextprotocol.org) for full documentat
## What is AdCP?
-Ad Context Protocol (AdCP) is an **open standard for advertising automation** that enables AI assistants to interact with advertising platforms through natural language. Built on the Model Context Protocol (MCP), AdCP provides:
+Ad Context Protocol (AdCP) is an **open standard for advertising automation** that enables AI assistants to interact with advertising platforms through natural language. AdCP defines domain-specific tasks and schemas that work over MCP and A2A as transports:
- 🔌 **Unified Advertising API** - Single interface for all advertising platforms
- 🤖 **AI-Powered Automation** - Built for natural language campaign management
diff --git a/docs/intro.mdx b/docs/intro.mdx
index 7ec71cf192..9e7d063f03 100644
--- a/docs/intro.mdx
+++ b/docs/intro.mdx
@@ -1,7 +1,7 @@
---
sidebar_position: 1
title: Getting Started
-description: AdCP is an open standard for advertising automation built on Model Context Protocol (MCP). Learn how to integrate AI-powered advertising workflows.
+description: AdCP is an open standard for advertising automation that works over MCP and A2A protocols. Learn how to integrate AI-powered advertising workflows.
keywords: [advertising automation protocol, programmatic advertising API, MCP advertising integration, AI advertising workflows, unified advertising platform API]
---
@@ -19,8 +19,8 @@ Welcome to the Ad Context Protocol (AdCP) documentation. AdCP is an **open stand
Ad Context Protocol (AdCP) is an **open standard for advertising automation** that enables AI-powered programmatic advertising workflows through:
- **Unified Advertising API**: Single interface for all advertising platforms
-- **AI-Powered Automation**: Built on Model Context Protocol (MCP) for seamless AI integration
-- **Multi-Protocol Support**: Access through MCP, A2A, or future protocols
+- **AI-Powered Automation**: Works over MCP and A2A protocols for seamless AI integration
+- **Multi-Protocol Support**: Access through MCP, A2A, or future transports
- **Platform Agnostic**: Works with any compatible advertising platform
- **Programmatic Advertising Made Simple**: Standardized workflows across all ad tech
diff --git a/docs/reference/glossary.mdx b/docs/reference/glossary.mdx
index 81859db6ad..e069d90d63 100644
--- a/docs/reference/glossary.mdx
+++ b/docs/reference/glossary.mdx
@@ -12,8 +12,8 @@ Classification of MCP session credentials as either "platform" (aggregator) or "
**Activation**
The process of making a signal available for targeting on a specific platform and seat.
-**Ad Context Protocol (AdCP)**
-An open standard based on Model Context Protocol (MCP) that enables AI-powered advertising workflows through natural language interfaces.
+**Ad Context Protocol (AdCP)**
+An open standard for AI-powered advertising workflows. AdCP defines domain-specific tasks and schemas that work over MCP and A2A as transports, enabling natural language interfaces for advertising operations.
**Agentic eXecution Engine (AXE)**
The real-time execution layer that sits between orchestrators and decisioning platforms, handling dynamic audience targeting, brand safety enforcement, frequency management, and first-party data activation at impression time. See [AXE documentation](/docs/media-buy/advanced-topics/agentic-execution-engine) for details.
diff --git a/server/public/index.html b/server/public/index.html
index b4efab6f1e..1662374490 100644
--- a/server/public/index.html
+++ b/server/public/index.html
@@ -31,7 +31,7 @@
"@id": "https://adcontextprotocol.org/#software",
"name": "Ad Context Protocol",
"alternateName": "AdCP",
- "description": "Unified advertising automation protocol built on Model Context Protocol (MCP). Enables AI-powered workflows across advertising platforms including media buying, creative generation, and first-party data signals.",
+ "description": "Open standard for advertising automation that works over MCP and A2A protocols. Enables AI-powered workflows across advertising platforms including media buying, creative generation, and first-party data signals.",
"applicationCategory": "DeveloperApplication",
"operatingSystem": "Any",
"offers": {
@@ -85,7 +85,7 @@
"name": "What protocols does AdCP support?",
"acceptedAnswer": {
"@type": "Answer",
- "text": "AdCP is built on the Model Context Protocol (MCP) and supports Agent-to-Agent (A2A) protocol. This enables seamless integration with AI assistants like Claude, ChatGPT, and custom AI agents."
+ "text": "AdCP works over MCP (Model Context Protocol) and A2A (Agent-to-Agent) as transports. This enables seamless integration with AI assistants like Claude, ChatGPT, and custom AI agents."
}
},
{
@@ -108,7 +108,7 @@
}
]
}
-
+
@@ -577,7 +577,7 @@
âš¡ Protocol Features
How AdCP works
-
Built on the Model Context Protocol (MCP), AdCP provides a unified interface for advertising operations across any platform.
+
AdCP works over MCP and A2A protocols, providing a unified interface for advertising operations across any platform.