diff --git a/docs/trusted-match/context-and-identity.mdx b/docs/trusted-match/context-and-identity.mdx
index d8d4ee2c38..54ea279453 100644
--- a/docs/trusted-match/context-and-identity.mdx
+++ b/docs/trusted-match/context-and-identity.mdx
@@ -149,14 +149,14 @@ Note what is absent: no URL, no search query, no content signals, no topic IDs.
   "type": "identity_match_response",
   "request_id": "id-9b2c",
   "eligible_package_ids": ["pkg-A", "pkg-B"],
-  "ttl_sec": 60,
+  "serve_window_sec": 60,
   "tmpx": "k1.dG1weC1leGFtcGxlLWVuY3J5cHRlZC10b2tlbi4uLg"
 }
 ```
 
 The buyer reports that this user is eligible for packages A and B. Package C is absent — the user is not eligible. The publisher does not need to know why — frequency capping, audience mismatch, and other disqualification reasons are buyer-internal.
 
-The `ttl_sec: 60` tells the router: "Cache this for 60 seconds." The router uses this cached eligibility to fill whatever placements exist — a single slot, a CTV ad pod, or a page with multiple ad units — without re-querying the buyer. The publisher decides how to allocate across placements.
+The `serve_window_sec: 60` tells the router: "Cache this for 60 seconds." The router uses this cached eligibility to fill whatever placements exist — a single slot, a CTV ad pod, or a page with multiple ad units — without re-querying the buyer. The publisher decides how to allocate across placements.
 
 ### What Identity Match never carries
 
diff --git a/docs/trusted-match/index.mdx b/docs/trusted-match/index.mdx
index c495b58ac6..1f63315f70 100644
--- a/docs/trusted-match/index.mdx
+++ b/docs/trusted-match/index.mdx
@@ -161,11 +161,11 @@ Response from Sam's buyer agent:
   "type": "identity_match_response",
   "request_id": "id-7c9e1d",
   "eligible_package_ids": ["pkg-outdoor-audio"],
-  "ttl_sec": 60
+  "serve_window_sec": 60
 }
 ```
 
-Only eligible packages are listed — `pkg-outdoor-audio` passes the buyer's checks. The `ttl_sec: 60` tells the router to cache this eligibility for 60 seconds.
+Only eligible packages are listed — `pkg-outdoor-audio` passes the buyer's checks. The `serve_window_sec: 60` tells the router to cache this eligibility for 60 seconds.
 
 The example sends `package_ids` explicitly, but the publisher MAY omit it — Sam's identity-match service resolves the active package set from `seller_agent_url`. When `package_ids` IS sent, its composition MUST be independent of the current page — either all-active (every Sam package at StreamHaus) or fuzzed (a random sample padded with synthetic IDs that Sam will silently drop). A page-specific subset is forbidden; it would let the buyer correlate package sets across Context Match and Identity Match, breaking the structural separation.
 
diff --git a/docs/trusted-match/router-architecture.mdx b/docs/trusted-match/router-architecture.mdx
index 3c8c3722cd..c054a9e78f 100644
--- a/docs/trusted-match/router-architecture.mdx
+++ b/docs/trusted-match/router-architecture.mdx
@@ -156,7 +156,7 @@ The router filters Identity Match providers by country and identity type:
 7. Because the per-provider payload differs from the inbound request, the router **re-signs** each per-provider forward using the canonical `identities_hash` of the filtered set. Providers verify signatures against the router's public key.
 8. It fans out to all matching providers in parallel, merges eligibility results, and returns a unified response.
 
-Duplicate `package_id` across providers is a configuration error — packages come from media buys and are provider-specific. If it occurs, the router applies conservative merging: the package is only eligible if it appears in `eligible_package_ids` from both providers. The router uses the minimum `ttl_sec` across providers and SHOULD log a warning.
+Duplicate `package_id` across providers is a configuration error — packages come from media buys and are provider-specific. If it occurs, the router applies conservative merging: the package is only eligible if it appears in `eligible_package_ids` from both providers. The router uses the minimum `serve_window_sec` across providers and SHOULD log a warning.
 
 ### Timeout handling
 
diff --git a/docs/trusted-match/surfaces/ai-assistants.mdx b/docs/trusted-match/surfaces/ai-assistants.mdx
index 4e9d6950e8..018c1c2b7c 100644
--- a/docs/trusted-match/surfaces/ai-assistants.mdx
+++ b/docs/trusted-match/surfaces/ai-assistants.mdx
@@ -113,7 +113,7 @@ The buyer responds with the IDs of eligible packages and a TTL. The buyer comput
     "pkg-outdoor-gear",
     "pkg-seasonal-sale"
   ],
-  "ttl_sec": 120
+  "serve_window_sec": 120
 }
 ```
 
@@ -151,7 +151,7 @@ User message: "What are the best sneakers for spring?"
   → Router returns merged response
 
   → (300ms later) Platform sends Identity Match with ALL buyer's active packages
-  → Response: eligible_package_ids includes pkg-sneaker-reco, ttl_sec: 120
+  → Response: eligible_package_ids includes pkg-sneaker-reco, serve_window_sec: 120
   → Router caches eligibility
 
   → Platform joins: pkg-sneaker-reco offer is eligible
diff --git a/docs/trusted-match/surfaces/ctv.mdx b/docs/trusted-match/surfaces/ctv.mdx
index 8fec75bf15..8c27df9d6a 100644
--- a/docs/trusted-match/surfaces/ctv.mdx
+++ b/docs/trusted-match/surfaces/ctv.mdx
@@ -134,11 +134,11 @@ Each buyer agent evaluates the household token against its own data (frequency c
     "pkg-vaultline-audio",
     "pkg-driftmoto-30s"
   ],
-  "ttl_sec": 90
+  "serve_window_sec": 90
 }
 ```
 
-The response covers all packages, not just CTV ones. The `ttl_sec: 90` covers the duration of the ad break — the router uses cached eligibility to fill all pod slots without re-querying. The publisher extracts only the package IDs relevant to the current pod.
+The response covers all packages, not just CTV ones. The `serve_window_sec: 90` covers the duration of the ad break — the router uses cached eligibility to fill all pod slots without re-querying. The publisher extracts only the package IDs relevant to the current pod.
 
 ## Pod Composition
 
@@ -198,7 +198,7 @@ Mid-roll break in "The Night Kitchen" S02E07
   Identity Match (after temporal decorrelation — random delay + random order)
   --> Broadcaster sends request: all 9 active packages across all buyers
   --> Response: eligible_package_ids includes Sparklean, Greenleaf, Vaultline, Driftmoto-30s
-  --> ttl_sec: 90 (covers the ad break)
+  --> serve_window_sec: 90 (covers the ad break)
 
   Pod Assembly (broadcaster's ad server)
   --> Join: Sparklean and Greenleaf both activated and eligible
diff --git a/docs/trusted-match/surfaces/mobile.mdx b/docs/trusted-match/surfaces/mobile.mdx
index c5870d3e6e..841a817328 100644
--- a/docs/trusted-match/surfaces/mobile.mdx
+++ b/docs/trusted-match/surfaces/mobile.mdx
@@ -194,13 +194,13 @@ Seven package IDs — the example uses all-active mode (every active package for
     "pkg-sports-banner-05",
     "pkg-sports-rewarded-07"
   ],
-  "ttl_sec": 60
+  "serve_window_sec": 60
 }
 ```
 
 Only eligible packages are listed. The buyer computes eligibility from frequency caps, audience membership, purchase history, and any other identity-based signals. The reasons are opaque to the publisher. The publisher does not learn why `pkg-telecom-inter-03` is ineligible — just that it is absent from the list.
 
-The `ttl_sec` tells the router how long to cache this response. During the TTL window, the router uses cached eligibility to fill interstitials, banners, and rewarded ads without re-querying the buyer.
+The `serve_window_sec` tells the router how long to cache this response. During the TTL window, the router uses cached eligibility to fill interstitials, banners, and rewarded ads without re-querying the buyer.
 
 ## Joining and Activation
 
diff --git a/docs/trusted-match/surfaces/retail-media.mdx b/docs/trusted-match/surfaces/retail-media.mdx
index 0e088c1032..4bee694a7e 100644
--- a/docs/trusted-match/surfaces/retail-media.mdx
+++ b/docs/trusted-match/surfaces/retail-media.mdx
@@ -99,7 +99,7 @@ The buyer responds with the IDs of eligible packages and a TTL:
     "pkg-bakery-seasonal",
     "pkg-frozen-meals"
   ],
-  "ttl_sec": 60
+  "serve_window_sec": 60
 }
 ```
 
@@ -122,7 +122,7 @@ Shopper searches "cold brew"
   → Buyer: offer with creative manifest (cold brew + iced latte items, promo banner, badges)
 
   → (fuzzed) Retailer sends Identity Match: loyalty token + all active package IDs
-  → Buyer: eligible_package_ids includes pkg-coffee-sponsored, ttl_sec: 60
+  → Buyer: eligible_package_ids includes pkg-coffee-sponsored, serve_window_sec: 60
 
   → Retailer joins: accept offer, render items from creative manifest
   → Render sponsored carousel in search results
diff --git a/docs/trusted-match/surfaces/web.mdx b/docs/trusted-match/surfaces/web.mdx
index f7bcd38f0c..45717d78de 100644
--- a/docs/trusted-match/surfaces/web.mdx
+++ b/docs/trusted-match/surfaces/web.mdx
@@ -119,14 +119,14 @@ The buyer evaluates the user against all requested packages and returns the IDs
     "pkg-native-0079",
     "pkg-display-0104"
   ],
-  "ttl_sec": 60
+  "serve_window_sec": 60
 }
 ```
 
 Key points:
 
 - Only eligible packages are listed. Packages absent from the list (e.g., `pkg-display-0043`, `pkg-display-0103`, `pkg-video-0201`) are ineligible. The buyer computes eligibility from frequency caps, audience membership, purchase history, and any other identity-based signals. The reasons are opaque to the publisher.
-- `ttl_sec` tells the router how long to cache this response. During that window, the router returns cached eligibility without re-querying the buyer. The publisher uses cached eligibility to allocate across all placements on the page.
+- `serve_window_sec` tells the router how long to cache this response. During that window, the router returns cached eligibility without re-querying the buyer. The publisher uses cached eligibility to allocate across all placements on the page.
 - There is no `frequency_capped`, `audience_match`, or `recency` field. The buyer's internal reasons stay with the buyer.
 
 ## Activation: Joining Context and Identity
diff --git a/tests/example-validation-simple.test.cjs b/tests/example-validation-simple.test.cjs
index d73263a3f1..3cdd0313ea 100644
--- a/tests/example-validation-simple.test.cjs
+++ b/tests/example-validation-simple.test.cjs
@@ -581,7 +581,7 @@ async function runTests() {
       "type": "identity_match_response",
       "request_id": "id-7c9e1d",
       "eligible_package_ids": ["pkg-outdoor-audio"],
-      "ttl_sec": 60
+      "serve_window_sec": 60
     },
     '/schemas/tmp/identity-match-response.json',
     'TMP Identity Match response — web (overview walkthrough)'