Ad Seller Agent

The Ad Seller Agent is an IAB OpenDirect 2.1 compliant programmatic advertising seller system. It enables automated ad selling through AI agents, supporting the full lifecycle from inventory discovery through deal execution, SSP distribution, and post-deal management.

Manage everything from Claude, ChatGPT, or any MCP-compatible AI assistant — the seller agent exposes 41 MCP tools for conversational setup and day-to-day operations. An interactive setup wizard walks publishers through configuration step by step.

Part of the IAB Tech Lab Agent Ecosystem --- see also the Buyer Agent.

Access Methods

Protocol	Endpoint	Best For
MCP	/mcp/sse	Primary interface — 41 tools for Claude, ChatGPT, Codex, Cursor, and buyer agents
A2A	/a2a/seller/jsonrpc	Conversational agent interactions — natural language, multi-turn
REST API	/api/v1/*	Programmatic access — 82 endpoints across 15 groups

Key Capabilities

• 41 MCP tools for Claude, ChatGPT, Codex, Cursor, and Windsurf — interactive setup wizard + full operations
• 82 REST endpoints across 15 categories covering the complete ad selling workflow
• Pluggable ad server support — Google Ad Manager and FreeWheel (Streaming Hub + Buyer Cloud)
• Multi-SSP distribution — PubMatic (MCP), Index Exchange (REST), Magnite (REST) with routing rules
• IAB Deals API v1.0 — standardized deal push to buyer DSPs
• Curator support — Agent Range pre-registered, fee-based curation with schain
• Tiered pricing engine with rate card API and buyer-context-aware discounts
• Multi-round automated negotiation with configurable strategies
• Order state machine with 12 states and 20 transitions
• Deal lifecycle — create, migrate, deprecate, and track lineage across deal evolution
• Scheduled inventory sync with incremental change detection and type overrides
• Human-in-the-loop approval gates with configurable guard conditions
• Supply chain transparency — sellers.json parsing and OpenRTB schain in deal responses
• Event bus for full observability of system activity (16 event types)
• Agent-to-agent discovery and trust management via IAB AAMP registry

Getting Started

Recommended: Interactive Setup Wizard

1. Developer deploys the server and connects ad server + SSPs → Developer Setup
2. Publisher ops adds seller agent to Claude (desktop/web), ChatGPT, or Codex → wizard guides through business setup → Setup Guide

Manual Setup

• Quickstart — install, run, and make your first API call
• Publisher Setup Guide — step-by-step manual configuration

Documentation Sections

AI Assistant Setup

• Claude (Desktop & Web) — publisher setup via interactive wizard
• ChatGPT / Codex Setup — OpenAI configuration
• Developer Setup — infrastructure and credential setup

API Reference

• API Overview --- all 82 endpoints grouped by tag
• MCP Protocol --- 41 MCP tools for Claude, ChatGPT, and buyer agents
• A2A Protocol --- conversational agent-to-agent interface
• Agent Discovery --- /.well-known/agent.json and trust registry
• Authentication --- API keys, access tiers, and agent trust
• Quotes --- non-binding price quotes
• Orders --- order creation and state machine transitions
• Change Requests --- post-deal modifications

Publisher Guide

• Publisher Setup --- setup checklist (or use the wizard)
• Configuration --- all environment variables
• Inventory Sync --- GAM, FreeWheel, scheduled sync, overrides
• Media Kit --- packages, tiers, featured items
• Pricing & Access Tiers --- rate card, discounts, yield optimization
• Approval & HITL --- approval gates and guard conditions
• Buyer & Agent Management --- API keys, trust, registration

Architecture

• System Overview --- components and how they connect
• Data Flow --- sequence diagrams for key workflows
• Storage --- backend interface and key conventions

State Machines

• Order Lifecycle --- 12 states, 20 transitions
• Change Request Flow --- validation and approval pipeline

Event Bus

• Event Bus Overview --- all 16 event types and usage