From 50226cf57272abea79c48fa09593c5e08f53cf88 Mon Sep 17 00:00:00 2001 From: Brian O'Kelley Date: Sun, 18 Jan 2026 14:23:43 -0500 Subject: [PATCH 1/2] docs: Clarify signal agents and decisioning platforms terminology Standardize terminology to use 'signal agent' (MCP servers) instead of 'signal platform'. Replace ambiguous 'injective platforms' with concrete examples (SSPs, ad servers). Add glossary entries for Decisioning Platform, Signal Agent, Sales Agent, and SSP. Update related definitions to reference decisioning platform consistently. --- docs/intro.mdx | 10 +++++----- docs/reference/glossary.mdx | 16 ++++++++++++++-- docs/signals/specification.mdx | 20 ++++++++++---------- 3 files changed, 29 insertions(+), 17 deletions(-) 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 From 430a5a70333871c845c290ec1f6f7d32831c8e13 Mon Sep 17 00:00:00 2001 From: Brian O'Kelley Date: Sun, 18 Jan 2026 14:29:32 -0500 Subject: [PATCH 2/2] chore: Add empty changeset for docs-only changes --- .changeset/metal-hats-agree.md | 2 ++ 1 file changed, 2 insertions(+) create mode 100644 .changeset/metal-hats-agree.md 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 @@ +--- +---