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Research

Competitive Landscape: Who Will Own Agent Discovery?

OSSA Team
4 min read

The stack is consolidating — except for discovery

The agentic AI stack crystallized in 2025 with surprising speed:

LayerWinnerScaleStatus
Tool connectivityMCP97M+ monthly SDK downloadsIndustry standard
Agent communicationA2A150+ organizationsConsolidating
Coding agent contextAGENTS.md60,000+ reposAdopted
InfrastructureAGNTCY75+ companiesGrowing
Discovery???FragmentedOpen

Every layer has a clear leader or clear consolidation path — except discovery. That's the $50 billion question.

The marketplace fragmentation problem

Right now there are 10+ major agent marketplaces, each a walled garden:

  • MCP Registry (registry.modelcontextprotocol.io) — MCP servers only, frozen at v0.1
  • OpenAI GPT Store3M+ custom GPTs, OpenAI-locked
  • Google Agentspace — folded into Gemini Enterprise, proprietary
  • Salesforce AgentExchange — Salesforce ecosystem only
  • Fetch.ai Almanac — requires blockchain transactions
  • AGNTCY Agent Directory — P2P DHT, infrastructure-focused
  • HuggingFace Agents — model-centric, not protocol-aware

An agent listed on the GPT Store is invisible to Salesforce AgentExchange users. An MCP server has no way to discover A2A agents. Every new marketplace multiplies the connectors needed — complexity rises quadratically.

The players

Tier 1: Institutional Backing

AGNTCY (Cisco / Linux Foundation) is the primary threat. 75+ companies including Cisco, Dell, Google Cloud, Oracle, and Red Hat. Full stack: OASF (agent schemas), Agent Directory (P2P DHT via libp2p), Identity service (cryptographic verification). Production code exists. The weakness: P2P DHT requires dedicated node software, and the architecture is Cisco-centric.

AAIF (OpenAI + Anthropic + Block / Linux Foundation) controls MCP, AGENTS.md, and Goose. Supporting members: Google, Microsoft, AWS, Bloomberg, Cloudflare. They haven't addressed discovery yet, but scope expansion is expected in 2026 H2. If AAIF builds discovery natively, it becomes the default through infrastructure embedding alone.

Tier 2: Standards Track

ANS (OWASP GenAI Security Project) takes a DNS-inspired approach with PKI identity, protocol adapters, and zero-knowledge proofs. IETF draft submitted (draft-narajala-ans). Conceptual only — no production deployment.

IETF agent:// (draft-narvaneni, versions -00 through -02) defines a five-layer URI scheme. Ted Hardie recommended "significant refactoring" at IETF 123. Non-WG-forming BoF only.

BANDAID (draft-mozleywilliams-dnsop-bandaid-00) proposes SVCB records with DNSSEC + DANE. Standards Track, modern DNS foundation.

Tier 3: Format Competitors

JSON Agents / PAM (jsonagents.org) — ajson:// scheme with JSON Schema 2020-12, seven capability types, framework mappings. Closest existing format to what DUADP's .ajson targets.

Oracle Open Agent Specification — "ONNX for agents." Integrating with AGNTCY's OASF. Oracle + AGNTCY combined is a credible threat.

DIF Trusted AI Agents WG (launched September 2025) — delegation chains, authorization boundaries using DIDs and VCs. Specification-drafting phase.

OpenID Foundation OIDC-A — October 2025 whitepaper warns OAuth 2.0 "reveal significant cracks when agents begin operating with greater autonomy."

What DUADP brings that nobody else has

Every competitor addresses a piece. None addresses the full stack:

CapabilityAGNTCYANSOracleAAIFDUADP + OSSA
DiscoveryP2P DHTDNS hierarchyNoMCP Registry onlyFederated gossip
IdentityCrypto verificationPKI + ZKPNoNoGAID + W3C DID
AuthorizationNoNoNoNoCedar policies
Trust tiersNoNoNoNo5-level model
Compliance mappingNoNoNoNoSP 800-53
Token efficiencyNoNoNoNoManifest-driven
Multi-protocolNoProtocol adaptersOASF bridgeMCP onlyA2A + MCP + OSSA
Zero-infrastructure nodesNoConceptualNoNoStatic JSON file

The OSSA contract layer is unique. Nobody else combines governance, compliance, trust, and token efficiency in a single schema.

Our bet: federated beats both centralized and P2P

Email won with federation. Mastodon/ActivityPub proved it works for social. DNS itself is federated.

P2P sounds ideologically pure but creates operational barriers (dedicated software, peer table maintenance, bootstrap problems). Centralized registries are easy but create vendor lock-in and single points of failure.

Federation lets any web server participate with a JSON file while still enabling sophisticated discovery through gossip propagation. The "any system can be a node" principle means the barrier to entry is zero — and that's how you get network effects.

Whoever controls discovery influences an agent's attack surface. — Infoblox DNS-AID proposal

We'd rather nobody controls it. That's why it has to be federated.

The clock is ticking

MCP went from release to industry standard in 13 months. The discovery layer will consolidate on a similar timeline. NIST CAISI is actively soliciting the kind of specification DUADP represents. The AAIF will expand scope. AGNTCY is growing.

12-18 months. That's the window.


Read the full technical analysis: DUADP and the Race to Become DNS for AI Agents. See the DUADP specification and NIST alignment.

AGNTCYAAIFdiscoverycompetitive-analysisMCPA2A