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Publisher Setup Guide

Step-by-step guide for publishers deploying the IAB Tech Lab Seller Agent.

The fastest way to set up your seller agent is the interactive setup wizard via Claude, ChatGPT, or any MCP-compatible assistant. It walks you through every configuration step conversationally.

  1. Developer runs Developer Setup in Claude Code — deploys server, connects ad server + SSPs, generates credentials
  2. Publisher ops adds the seller agent to Claude (desktop or web), ChatGPT, or Codex — the wizard auto-launches and guides through business setup

See Claude Setup Guide or ChatGPT & AI IDEs Guide for the full walkthrough.

Manual Setup Checklist

If you prefer to configure manually (or need reference for what the wizard does):

  1. Configuration & Environment -- Set env vars, connect your ad server
  2. Inventory Sync -- Connect GAM/FreeWheel, sync your inventory
  3. Media Kit -- Set up your inventory catalog with packages, tiers, and featured items
  4. Pricing & Access Tiers -- Configure buyer pricing tiers, discounts, negotiation limits
  5. Approval & Human-in-the-Loop -- Set up approval gates for deals
  6. Buyer & Agent Management -- Manage API keys, agent trust, buyer access

Prerequisites

Before starting, ensure you have:

  • Python 3.11+ installed
  • An Anthropic API key (ANTHROPIC_API_KEY) for the LLM-powered specialist agents
  • (Optional) Google Ad Manager credentials or FreeWheel MCP URL for live inventory sync
  • (Optional) SSP API keys for PubMatic, Index Exchange, or Magnite
  • (Optional) A public URL for agent discovery if participating in the IAB AAMP ecosystem

Architecture Overview

The seller agent runs as a FastAPI service that exposes:

  • REST API for buyer agents and operators
  • MCP and A2A protocol interfaces for agent-to-agent communication
  • OpenDirect 2.1 compliance for deal lifecycle management
  • Human-in-the-loop approval gates for operator oversight
graph LR
    BuyerAgent[Buyer Agent] -->|REST / A2A| SellerAPI[Seller API]
    Operator[Publisher Operator] -->|REST| SellerAPI
    SellerAPI --> Crew[CrewAI Agents]
    SellerAPI --> GAM[Google Ad Manager]
    SellerAPI --> Storage[(SQLite / Redis)]
    SellerAPI --> Registry[AAMP Registry]