diff --git a/.changeset/metal-hats-agree.md b/.changeset/metal-hats-agree.md new file mode 100644 index 0000000000..a845151cc8 --- /dev/null +++ b/.changeset/metal-hats-agree.md @@ -0,0 +1,2 @@ +--- +--- diff --git a/docs/intro.mdx b/docs/intro.mdx index 81e9e4f7a5..1f747c40f0 100644 --- a/docs/intro.mdx +++ b/docs/intro.mdx @@ -75,7 +75,7 @@ Platforms that evaluate sellers and audiences, and execute buying strategies: MCP servers that provide: - **Signal Discovery**: Finding relevant signals (audiences, contextual, geographical, temporal) using natural language - **Signal Activation**: Pushing signals to decisioning platforms -- **Integration**: Connects signal platforms to orchestration via MCP +- **Integration**: Exposes data provider capabilities via MCP #### Sales Agent (Right, Bottom) MCP servers that provide: @@ -142,8 +142,8 @@ The creative flow operates in parallel with the business and technical flows, en Each AdCP protocol operates within this ecosystem: ### 🎯 Signals Activation Protocol -- **Scope**: Works with **signal platforms** to discover and activate signals directly on **decisioning platforms** -- **Integration**: Direct integration between signal agents and decisioning platforms (DSPs, injective platforms) +- **Scope**: Works with **signal agents** to discover and activate signals directly on **decisioning platforms** +- **Integration**: Direct integration between signal agents and decisioning platforms (DSPs, SSPs, ad servers) - **Workflow**: Find signals → Direct activation on target platform → Ready for campaign use ### 📍 Curation Protocol (Coming Soon) @@ -152,7 +152,7 @@ Each AdCP protocol operates within this ecosystem: - **Workflow**: Define requirements → Find inventory → Package with signals ### 💰 Media Buy Protocol -- **Scope**: Works primarily with **decisioning platforms** (DSPs, injective platforms) +- **Scope**: Works primarily with **decisioning platforms** (DSPs, SSPs, ad servers) - **Integration**: Executes campaigns using curated inventory and activated signals - **Workflow**: Set objectives → Execute buys → Optimize performance @@ -240,7 +240,7 @@ Generate and optimize creative assets using AI-powered agents. AI is buying ads. Make sure it can buy yours. -If you operate a signal platform, DSP, or ad tech solution, AdCP lets AI agents discover and purchase your inventory. [Review the Protocol Specifications](/docs/signals/specification) to get started. +If you operate a data platform, DSP, or ad tech solution, AdCP lets AI agents discover and purchase your inventory. [Review the Protocol Specifications](/docs/signals/specification) to get started. ## For Advertisers & Agencies diff --git a/docs/reference/glossary.mdx b/docs/reference/glossary.mdx index e069d90d63..dbe1fec44a 100644 --- a/docs/reference/glossary.mdx +++ b/docs/reference/glossary.mdx @@ -67,11 +67,14 @@ Size unit representing unique device identifiers (cookies, mobile IDs) - typical **Device Type** (Media Buy Protocol) Targeting dimension for platform types: mobile, desktop, tablet, CTV, audio, DOOH. +**Decisioning Platform** +Technical infrastructure that selects which ad to serve at impression time. Receives activated signals and executes campaigns. Examples: DSPs (The Trade Desk), SSPs (Index Exchange, OpenX, PubMatic), ad servers (Google Ad Manager, Kevel). + **DOOH (Digital Out-of-Home)** Digital advertising displayed on screens in public spaces such as billboards, transit stations, airports, and retail locations. Uses CPM or flat_rate pricing with parameters for SOV, duration, and venue targeting. **DSP (Demand-Side Platform)** -Technology platform that allows advertisers to buy advertising inventory programmatically. +A type of decisioning platform that allows advertisers to buy advertising inventory programmatically. ## E @@ -163,11 +166,14 @@ Pricing model based on a percentage of media spend rather than fixed CPM. ## S +**Sales Agent** +An MCP server that exposes publisher inventory for discovery and purchase. Handles product discovery, media buy creation, and campaign management. Examples: Publisher ad servers exposing AdCP interfaces, sales house platforms. + **Screen Time** Total duration an ad was displayed across all DOOH screens, measured in seconds. Used for DOOH delivery reporting. **Seat** -A specific advertising account within a platform, typically representing a brand or campaign. +A specific advertising account within a decisioning platform, typically representing a brand or campaign. **Segment ID** The specific identifier used for signal activation, may differ from signal_id. @@ -175,9 +181,15 @@ The specific identifier used for signal activation, may differ from signal_id. **Share of Voice (SOV)** Percentage of available ad inventory allocated to a specific advertiser in DOOH loops. Expressed as 0.0-1.0 (e.g., 0.15 = 15% SOV). +**Signal Agent** +An MCP server that provides signal discovery and activation services. Enables natural language audience discovery and deploys signals to decisioning platforms. Can be private (owned by a single principal) or marketplace (licensing data to multiple principals). Examples: LiveRamp, Experian, Peer39. + **Size Unit** (Signals Protocol) The measurement type for signal size: individuals, devices, or households. +**SSP (Supply-Side Platform)** +A type of decisioning platform that helps publishers sell advertising inventory programmatically. SSPs connect to multiple demand sources and make ad selection decisions. Examples: Index Exchange, OpenX, PubMatic, Magnite. + ## T **Takeover** diff --git a/docs/signals/specification.mdx b/docs/signals/specification.mdx index 2e511a628e..7ea619d577 100644 --- a/docs/signals/specification.mdx +++ b/docs/signals/specification.mdx @@ -35,10 +35,10 @@ The Signals Activation Protocol operates within the broader [AdCP Ecosystem Laye Every signal discovery request involves two key roles: #### Orchestrator -The platform or system making the API request to the signal platform: +The platform or system making the API request to the signal agent: - **Examples**: Scope3, Claude AI assistant, trading desk platform, campaign management tool - **Responsibilities**: Makes API calls, handles authentication, manages the technical interaction -- **Account**: Has technical credentials and API access to the signal platform +- **Account**: Has technical credentials and API access to the signal agent #### Principal The entity on whose behalf the request is being made: @@ -48,7 +48,7 @@ The entity on whose behalf the request is being made: #### How This Works in Practice -1. **Request Flow**: Orchestrator → Signal Platform (on behalf of Principal) → Decisioning Platform +1. **Request Flow**: Orchestrator → Signal Agent (on behalf of Principal) → Decisioning Platform 2. **Authentication**: Orchestrator authenticates with technical credentials 3. **Authorization**: Principal's identity determines available signals and pricing 4. **Activation**: Signals are activated for Principal's account on the decisioning platform @@ -95,7 +95,7 @@ The entity on whose behalf the request is being made: #### Private Signal Agents Agents owned by the principal with exclusive access: -- **Examples**: Walmart's internal signal platform, retailer first-party data, weather APIs, location providers +- **Examples**: Walmart's internal data systems, retailer first-party data, weather APIs, location providers - **Business Model**: No signal costs (workflow orchestration only) - **Access**: Only visible and accessible to the owning principal - **Discovery**: Not discoverable by other principals @@ -146,9 +146,9 @@ The identifier assigned by the decisioning platform after activation: - **Timing**: Only available after successful activation - **Variability**: May differ by platform and account for the same signal -### Agent vs Data Provider +### Signal Agent vs Data Provider -- **Agent**: The signal platform facilitating access (e.g., LiveRamp, Experian) +- **Signal Agent**: The MCP server facilitating signal access (e.g., LiveRamp, Experian) - **Data Provider**: The original source of the signal data (e.g., Polk, Acxiom, Peer39, weather services, location providers) A signal agent may host segments from multiple data providers in their marketplace. @@ -268,14 +268,14 @@ Some operations (like signal activation) are asynchronous and include: Each MCP session involves two levels of identification: #### Orchestrator Authentication -The technical credentials used by the orchestrator to authenticate with the signal platform: +The technical credentials used by the orchestrator to authenticate with the signal agent: - **API Keys**: Technical access credentials for the orchestrator platform - **Session Scope**: Determines what operations the orchestrator can perform -- **Platform Permissions**: What signal platforms the orchestrator can access +- **Agent Permissions**: What signal agents the orchestrator can access -#### Principal Authorization +#### Principal Authorization The principal's identity determines business-level access and pricing: -- **Account Relationship**: Whether the principal has a direct relationship with the signal platform +- **Account Relationship**: Whether the principal has a direct relationship with the signal agent - **Pricing Tier**: Negotiated rates, marketplace rates, or enterprise discounts - **Signal Access**: Private signals, premium segments, or marketplace-only access - **Billing Account**: Where usage charges are applied