Governance, privacy and compliance
Governance in agentic buying is the checks a buy has to pass before it runs: a policy category naming the regulatory regime a campaign falls under, and audience constraints listing the audiences it must include or exclude. In AdCP a governance agent evaluates both through check_governance.
A policy category names the regime a campaign falls under, such as fair_housing or children_directed, and resolves to the policies the campaign must obey and the attributes it must not target on. Audience constraints are the include and exclude rules on the same plan, where exclusions beat inclusions.
- Audience Constraints
Audience constraints in AdCP are the plan-level include and exclude rules a governance agent evaluates seller targeting against during check_governance - Policy Category
A policy category in AdCP is a registry-defined regulatory regime declared on a campaign plan
Other sections
- Ad Tech Glossary — all 35 terms, A to Z
- Concepts and standards — The protocols themselves, the transports they run on, and the names the category is given.
- Agent roles, identity and discovery — The parties to an agentic trade, the identity each one publishes, and the directories that list them.
- Buying objects and campaign lifecycle — A bought campaign breaks into a media buy, its packages and the products behind them.
- Signals, audiences and identity — Targeting data, who owns it, and the call that makes it usable on a destination.
- Real-time execution and bidstream agents — These terms run at serve time, while an impression is being decided.
- Deals, pricing and negotiation — How a price is agreed and booked: quotes, deals, negotiation rounds, access tiers and trust status.
- About — Which specification each definition comes from, and the terms this glossary leaves out on purpose.