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Multi-Seller Deal Orchestration

Coming Soon — Phase 2

Multi-seller deal orchestration (buyer-8ih) is part of Phase 2: Campaign Intelligence. This page describes the planned orchestrated deal execution capability. For the existing multi-seller discovery and shopping workflow, see Multi-Seller Discovery.

Multi-seller deal orchestration extends the buyer agent from shopping multiple sellers individually to coordinating deals across sellers as a unified portfolio. Where the existing multi-seller discovery guide covers finding and comparing inventory, this capability adds strategic deal execution: running parallel negotiations, applying cross-seller optimization, and managing a portfolio of deals as a coordinated whole.

What Orchestration Adds

The current multi-seller workflow lets you discover sellers, browse media kits, compare pricing, and negotiate with individual sellers. Each deal is independent — you decide which sellers to engage and manage each negotiation separately.

Orchestrated deal execution adds a coordination layer:

  • Parallel quote requests — Request quotes from multiple sellers simultaneously, with configurable concurrency limits
  • Cross-seller negotiation strategy — Negotiate with awareness of competing offers (e.g., use Seller A's quote as leverage with Seller B)
  • Portfolio Manager orchestration — The Portfolio Manager agent (Opus-level) evaluates the full set of available deals and selects the combination that best satisfies campaign objectives
  • Atomic portfolio booking — Book a set of deals as a coordinated action, with rollback handling if individual bookings fail
  • Seller ranking and allocation — Allocate budget across sellers based on historical performance, pricing, and inventory quality

Portfolio Manager

The Portfolio Manager is the orchestration agent responsible for cross-seller strategy. It sits above the channel specialist agents in the agent hierarchy and makes portfolio-level decisions that no individual channel specialist can make alone.

Planned Responsibilities

  • Budget allocation — Distribute campaign budget across sellers and channels based on objectives and constraints
  • Deal scoring — Score each candidate deal on price efficiency, reach, audience match, and seller reliability
  • Portfolio selection — Select the optimal set of deals that maximizes campaign KPIs within budget
  • Competitive leverage — Inform negotiation strategies with cross-seller intelligence (e.g., competing quotes)
  • Risk management — Diversify across sellers to mitigate delivery risk

Orchestration Flow

The planned orchestration flow extends the existing multi-seller workflow:

  1. Discover and filter sellers — Using the existing registry client and media kit browsing
  2. Request quotes in parallel — Submit quote requests to all qualifying sellers concurrently via the Deals API
  3. Evaluate the quote landscape — Portfolio Manager reviews all returned quotes as a set
  4. Run coordinated negotiations — Negotiate with multiple sellers simultaneously, with cross-seller awareness
  5. Select the optimal portfolio — Choose the combination of deals that best satisfies the campaign brief
  6. Book the portfolio — Execute bookings across sellers, handling partial failures gracefully

Key Planned Functionality

  • Concurrent seller engagement — Engage N sellers in parallel with configurable concurrency (default: 5 concurrent)
  • Cross-seller intelligence — Negotiation strategies informed by the full competitive landscape, not just the current seller
  • CompetitiveStrategy integration — The planned CompetitiveStrategy leverages multi-seller context for harder bargains
  • Portfolio constraints — Enforce minimum/maximum deals per seller, per channel, and per DMA
  • Seller performance tracking — Track historical win rates, delivery rates, and pricing trends per seller
  • Graceful degradation — If a seller is unreachable or rejects a booking, the orchestrator reallocates to remaining sellers

Relationship to Existing Multi-Seller Discovery

Capability Multi-Seller Discovery Multi-Seller Orchestration
Discover sellers Yes Yes (uses same registry client)
Browse media kits Yes Yes (uses same media kit client)
Compare pricing Yes (manual) Yes (automated scoring)
Negotiate Yes (individual) Yes (coordinated, cross-seller)
Portfolio optimization No Yes
Coordinated booking No Yes
Seller performance tracking No Yes