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S5: Generative advertising

Members only — Requires Practitioner credential. ~45 minutes with Addie. Combines hands-on lab and adaptive exam.
This specialist module covers the three pillars of generative advertising: AI-generated creative from brand assets and catalogs, AI media buying where data flows into the platform instead of bid requests flowing out, and Sponsored Intelligence where brands engage users in multi-turn conversations. Addie evaluates both your hands-on work and your understanding of when and why generative advertising fits. Passing earns the AdCP specialist — Generative advertising credential.

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What you’ll demonstrate

  • Generate creative from brand assets, catalog data, and natural language briefs
  • Execute AI media campaigns using the reversed data flow paradigm
  • Manage Sponsored Intelligence sessions for conversational brand experiences
  • Explain account models for walled gardens vs agent-trusted networks
  • Reason about when generative advertising fits vs traditional approaches

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Prerequisite reading

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Generative creative

Generative creative

AI-powered creative generation via build_creative — manifests, code output, and brand identity integration.

Creative formats

Format discovery — what ad formats a creative agent supports.

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AI media

AI media guide

The reversed data flow, product spectrum, end-to-end workflow, and network aggregation pattern.

Catalogs

Product and offering catalogs — the raw material for generative creative on AI platforms.

Seller integration

How to expose inventory to AI buyer agents, including governance enforcement.

Media channel taxonomy

The sponsored_intelligence channel definition.

SI overview

Conversational brand experiences — session lifecycle, identity, and commerce handoff.

SI specification

The formal specification for the Sponsored Intelligence protocol.

Implementing SI hosts

How AI platforms integrate SI for brand experience handoffs.

Implementing SI agents

Architecture guide for building SI brand agents.

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Lab exercises

During the module, Addie will guide you through hands-on exercises:
  1. Generative creative — Discover formats, generate creative from brand assets and a brief, evaluate output quality
  2. AI media campaign — Push catalogs to a platform, discover sponsored_intelligence products, create a media buy with optimization goals
  3. SI session — Initiate a session, exchange messages with offering integration, observe commerce handoff
  4. Strategic evaluation — Compare generative advertising vs traditional approaches for different scenarios

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Assessment

Passing threshold: 70%.

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Start this module

Start S5 with Addie

“I’d like to start the generative advertising specialist module.”