UCP (User Context Protocol) is an open standard donated to the IAB Tech Lab by LiveRamp that defines how AI agents exchange identity and contextual signals — complementary to AdCP, which handles transactions.\n\nWhere AdCP manages the what and how of a media buy, UCP manages the who.
UCP
User Context Protocol
identity
An open standard donated to IAB Tech Lab by LiveRamp defining how AI agents exchange identity and contextual signals.