About adops.WTF

What we are doing

AI buyer agents are transacting advertising deals directly with publishers. The protocol exists (AdCP). The open source infrastructure exists (Prebid Sales Agent). The buyer-side activity is real and growing.

What does not yet exist is an operated network that makes independent publisher inventory accessible to those buyers. That is what adops.WTF is.

We are starting with a pilot. We want to know if this actually works before we build at scale. If it works, publishers without direct sales teams get a new revenue channel. If it does not, we find out why and publish what we learn.

Who we are

adops.WTF is a project of AdOps Boost Inc, founded by James Strang and Graeme Thompson.

We met in 2016 at a monetization company. Graeme brought deep software expertise and a passion for clean, elegant code. James came from web development with a drive to solve hard problems and push boundaries.

We learned to work well together. Teacher and student, switching roles as needed. After that company, Graeme led software teams outside ad tech for a time. James stayed in ad tech and helped young companies grow, then moved into full-time consulting on technical problems.

Over time James saw the same pattern. Publishers were asked to fund the free web with less budget and more constraints. Industry changes made long-term bets hard. So he sketched a plan to automate the best optimization tactics he had learned. The task was bigger than one person. He called Graeme. Two months later they were testing with real publishers.

Our mission

We want to help publishers fund free, high-quality information on the open web. Free access to knowledge reduces barriers for everyone. If publishers cannot earn with ads, free content turns into ads in disguise. We're here to provide a boost to that value exchange.

James Strang

Over a decade in publisher-side ad tech. Has run header bidding implementations for large publishers, built programmatic revenue optimization tooling, consulted on GAM architecture, and co-created Rebounder. Runs JS Consulting and is a contributor to the Prebid ecosystem.

Graeme Thompson

Senior software developer with deep expertise in architecture and ad tech infrastructure. Former Sortable. Co-creator of Rebounder. Led software teams across multiple industries before returning to ad tech to co-found AdOps Boost Inc.

Other AdOps Boost products

Open standards

adops.WTF is built on the Ad Context Protocol (AdCP), the Prebid Sales Agent, and registered with AgenticAdvertising.org.

We do not build walled gardens. Publishers who participate retain full control of their GAM, their data, and their advertiser relationships. They are not locked in. They can run other seller agents simultaneously.