AdCP — update_media

Modify an existing media buy using PATCH semantics. Supports campaign-level and package-level updates. Response Time: Instant to days (status: completed, working < 120s, or submitted for manual review) PATCH Semantics: Only specified fields are updated; omitted fields remain unchanged. Request Schema: /schemas/v2/media-buy/update-media-buy-request.json Response Schema: /schemas/v2/media-buy/update-media-buy-response.json

Quick Start

Create a media buy, then pause it:

import { testAgent } from '@adcp/client/testing';
import { CreateMediaBuyResponseSchema, UpdateMediaBuyResponseSchema } from '@adcp/client';

// First, create a media buy to update
const uniqueRef = `test_campaign_${Date.now()}`;

// Use dates in the future
const startDate = new Date();
startDate.setDate(startDate.getDate() + 7); // Start 1 week from now
const endDate = new Date();
endDate.setDate(endDate.getDate() + 37); // End 5 weeks from now

const createResult = await testAgent.createMediaBuy({
  buyer_ref: uniqueRef,
  brand: { domain: 'acmecorp.com' },
  packages: [{
    buyer_ref: 'display_pkg',
    product_id: 'prod_d979b543',
    pricing_option_id: 'cpm_usd_fixed',
    format_ids: [{
      agent_url: 'https://creative.adcontextprotocol.org',
      id: 'display_300x250_image'
    }],
    budget: 800,
    bid_price: 5.00
  }],
  start_time: startDate.toISOString(),
  end_time: endDate.toISOString()
});

if (!createResult.success) {
  throw new Error(`Create failed: ${createResult.error}`);
}

const created = CreateMediaBuyResponseSchema.parse(createResult.data);
if ('errors' in created && created.errors) {
  throw new Error(`Create failed: ${JSON.stringify(created.errors)}`);
}

console.log(`Created media buy ${created.media_buy_id}`);

// Now update it - pause the campaign
const updateResult = await testAgent.updateMediaBuy({
  buyer_ref: uniqueRef,
  paused: true
});

if (!updateResult.success) {
  throw new Error(`Update failed: ${updateResult.error}`);
}

const updated = UpdateMediaBuyResponseSchema.parse(updateResult.data);
if ('errors' in updated && updated.errors) {
  throw new Error(`Update failed: ${JSON.stringify(updated.errors)}`);
}

console.log(`Campaign ${updated.media_buy_id} paused`);

import asyncio
import time
from datetime import datetime, timedelta
from adcp.testing import test_agent

async def create_and_pause_campaign():
    # First, create a media buy to update
    unique_ref = f"test_campaign_{int(time.time() * 1000)}"

    # Use dates in the future
    start_date = datetime.utcnow() + timedelta(days=7)
    end_date = datetime.utcnow() + timedelta(days=37)

    create_result = await test_agent.simple.create_media_buy(
        buyer_ref=unique_ref,
        brand={'domain': 'acmecorp.com'},
        packages=[{
            'buyer_ref': 'display_pkg',
            'product_id': 'prod_d979b543',
            'pricing_option_id': 'cpm_usd_fixed',
            'format_ids': [{
                'agent_url': 'https://creative.adcontextprotocol.org',
                'id': 'display_300x250_image'
            }],
            'budget': 800,
            'bid_price': 5.00
        }],
        start_time=start_date.strftime('%Y-%m-%dT%H:%M:%SZ'),
        end_time=end_date.strftime('%Y-%m-%dT%H:%M:%SZ')
    )

    if hasattr(create_result, 'errors') and create_result.errors:
        raise Exception(f"Create failed: {create_result.errors}")

    print(f"Created media buy {create_result.media_buy_id}")

    # Now update it - pause the campaign
    update_result = await test_agent.simple.update_media_buy(
        buyer_ref=unique_ref,
        paused=True
    )

    if hasattr(update_result, 'errors') and update_result.errors:
        raise Exception(f"Update failed: {update_result.errors}")

    print(f"Campaign {update_result.media_buy_id} paused")

asyncio.run(create_and_pause_campaign())

Request Parameters

Parameter	Type	Required	Description
`media_buy_id`	string	Yes*	Publisher’s media buy identifier to update
`buyer_ref`	string	Yes*	Your reference for the media buy to update
`start_time`	string	No	Updated campaign start time
`end_time`	string	No	Updated campaign end time
`paused`	boolean	No	Pause/resume entire media buy (`true` = paused, `false` = active)
`packages`	PackageUpdate[]	No	Package-level updates (see below)
`reporting_webhook`	object	No	Update reporting webhook configuration (see below)
`push_notification_config`	object	No	Webhook for async operation notifications

*Either media_buy_id OR buyer_ref is required (not both)

Reporting Webhook Object

Configure automated delivery reporting for this media buy:

Parameter	Type	Required	Description
`url`	string	Yes	Webhook endpoint URL
`authentication`	object	Yes	Auth config with `schemes` and `credentials`
`reporting_frequency`	string	Yes	`hourly`, `daily`, or `monthly`
`requested_metrics`	string[]	No	Specific metrics to include (defaults to all)
`token`	string	No	Client token for validation (min 16 chars)

Note: reporting_webhook configures ongoing campaign reporting. push_notification_config is for async operation notifications (e.g., “notify me when this update completes”).

Package Update Object

Parameter	Type	Description
`package_id`	string	Publisher’s package identifier to update
`buyer_ref`	string	Your reference for the package to update
`paused`	boolean	Pause/resume specific package (`true` = paused, `false` = active)
`budget`	number	Updated budget allocation
`impressions`	number	Updated impression goal for this package
`start_time`	string	Updated flight start date/time in ISO 8601 format. Must fall within the media buy’s date range.
`end_time`	string	Updated flight end date/time in ISO 8601 format. Must fall within the media buy’s date range.
`pacing`	string	Updated pacing strategy
`bid_price`	number	Updated bid price (auction products only). This is the exact bid/price to honor unless the selected pricing option has `max_bid: true`, in which case it is treated as the buyer’s maximum willingness to pay (ceiling).
`optimization_goals`	OptimizationGoal[]	Replace all optimization goals for this package. Uses replacement semantics — omit to leave goals unchanged.
`targeting_overlay`	TargetingOverlay	Updated targeting restrictions
`catalogs`	Catalog[]	Replace the catalogs this package promotes. Uses replacement semantics — omit to leave unchanged.
`keyword_targets_add`	KeywordTarget[]	Keyword targets to add or upsert by (keyword, match_type) identity. On create, these are set as `keyword_targets` inside `targeting_overlay`.
`keyword_targets_remove`	KeywordTarget[]	Keyword targets to remove by (keyword, match_type) identity.
`negative_keywords_add`	NegativeKeyword[]	Negative keywords to append to this package. On create, these are set as `negative_keywords` inside `targeting_overlay`.
`negative_keywords_remove`	NegativeKeyword[]	Negative keywords to remove from this package.
`creative_assignments`	CreativeAssignment[]	Replace assigned creatives with optional weights and placement targeting
`creatives`	CreativeAsset[]	Upload and assign new creatives inline (must not exist in library)

*Either package_id OR buyer_ref is required for each package update

Response

Success Response

Field	Description
`media_buy_id`	Media buy identifier
`buyer_ref`	Your reference identifier
`implementation_date`	ISO 8601 timestamp when changes take effect (null if pending approval)
`affected_packages`	Array of full Package objects showing complete state after update

Error Response

Field	Description
`errors`	Array of error objects explaining failure

Note: Responses use discriminated unions - you get either success fields OR errors, never both. Always check for errors before accessing success fields.

Common Scenarios

Update Package Budget

Increase budget for a specific package:

import { testAgent } from '@adcp/client/testing';
import { UpdateMediaBuyResponseSchema } from '@adcp/client';

const result = await testAgent.updateMediaBuy({
  media_buy_id: 'mb_12345',
  packages: [{
    buyer_ref: 'ctv_package',
    budget: 50000  // Increased from 30000
  }]
});

if (!result.success) {
  throw new Error(`Request failed: ${result.error}`);
}

const validated = UpdateMediaBuyResponseSchema.parse(result.data);

if ('errors' in validated && validated.errors) {
  throw new Error(`Update failed: ${JSON.stringify(validated.errors)}`);
}

const pkg = validated.affected_packages?.find(p => p.buyer_ref === 'ctv_package');
if (pkg) {
  console.log(`Package budget updated to ${pkg.budget}`);
}

import asyncio
from adcp.testing import test_agent
from adcp.types import UpdateMediaBuyRequest

async def increase_budget():
    result = await test_agent.update_media_buy(
        UpdateMediaBuyRequest(
            media_buy_id='mb_12345',
            packages=[
                {'buyer_ref': 'ctv_package', 'budget': 50000}
            ]
        )
    )

    if hasattr(result, 'errors') and result.errors:
        raise Exception(f"Update failed: {result.errors}")

    pkg = next((p for p in result.affected_packages if p.buyer_ref == 'ctv_package'), None)
    if pkg:
        print(f"Package budget updated to {pkg.budget}")

asyncio.run(increase_budget())

Change Campaign Dates

Extend campaign end date:

import { testAgent } from '@adcp/client/testing';
import { UpdateMediaBuyResponseSchema } from '@adcp/client';

const result = await testAgent.updateMediaBuy({
  buyer_ref: 'summer_campaign_2025',
  end_time: '2025-09-30T23:59:59Z'
});

if (!result.success) {
  throw new Error(`Request failed: ${result.error}`);
}

const validated = UpdateMediaBuyResponseSchema.parse(result.data);

if ('errors' in validated && validated.errors) {
  throw new Error(`Update failed: ${JSON.stringify(validated.errors)}`);
}

console.log('Campaign end date extended');
console.log(`Effective: ${validated.implementation_date}`);

import asyncio
from adcp.testing import test_agent
from adcp.types import UpdateMediaBuyRequest

async def extend_campaign():
    result = await test_agent.update_media_buy(
        UpdateMediaBuyRequest(
            buyer_ref='summer_campaign_2025',
            end_time='2025-09-30T23:59:59Z'
        )
    )

    if hasattr(result, 'errors') and result.errors:
        raise Exception(f"Update failed: {result.errors}")

    print('Campaign end date extended')
    print(f"Effective: {result.implementation_date}")

asyncio.run(extend_campaign())

Update Targeting

Add or modify geographic restrictions:

import { testAgent } from '@adcp/client/testing';
import { UpdateMediaBuyResponseSchema } from '@adcp/client';

const result = await testAgent.updateMediaBuy({
  media_buy_id: 'mb_12345',
  packages: [{
    buyer_ref: 'ctv_package',
    targeting_overlay: {
      geo_countries: ['US', 'CA'],
      geo_regions: ['US-CA', 'US-NY', 'US-TX', 'CA-ON', 'CA-QC']
    }
  }]
});

if (!result.success) {
  throw new Error(`Request failed: ${result.error}`);
}

const validated = UpdateMediaBuyResponseSchema.parse(result.data);

if ('errors' in validated && validated.errors) {
  throw new Error(`Update failed: ${JSON.stringify(validated.errors)}`);
}

console.log('Targeting updated successfully');

import asyncio
from adcp.testing import test_agent
from adcp.types import UpdateMediaBuyRequest

async def update_targeting():
    result = await test_agent.update_media_buy(
        UpdateMediaBuyRequest(
            media_buy_id='mb_12345',
            packages=[
                {
                    'buyer_ref': 'ctv_package',
                    'targeting_overlay': {
                        'geo_countries': ['US', 'CA'],
                        'geo_regions': ['US-CA', 'US-NY', 'US-TX', 'CA-ON', 'CA-QC']
                    }
                }
            ]
        )
    )

    if hasattr(result, 'errors') and result.errors:
        raise Exception(f"Update failed: {result.errors}")

    print('Targeting updated successfully')

asyncio.run(update_targeting())

Replace Creatives

Swap out creative assignments for a package:

import { testAgent } from '@adcp/client/testing';
import { UpdateMediaBuyResponseSchema } from '@adcp/client';

const result = await testAgent.updateMediaBuy({
  media_buy_id: 'mb_12345',
  packages: [{
    buyer_ref: 'ctv_package',
    creative_assignments: [
      { creative_id: 'creative_video_v2' },
      { creative_id: 'creative_display_v2', weight: 60 }
    ]
  }]
});

if (!result.success) {
  throw new Error(`Request failed: ${result.error}`);
}

const validated = UpdateMediaBuyResponseSchema.parse(result.data);

if ('errors' in validated && validated.errors) {
  throw new Error(`Update failed: ${JSON.stringify(validated.errors)}`);
}

const pkg = validated.affected_packages?.find(p => p.buyer_ref === 'ctv_package');
const assignmentCount = pkg?.creative_assignments?.length || 0;
console.log(`Assigned ${assignmentCount} creatives`);

import asyncio
from adcp.testing import test_agent
from adcp.types import UpdateMediaBuyRequest

async def replace_creatives():
    result = await test_agent.update_media_buy(
        UpdateMediaBuyRequest(
            media_buy_id='mb_12345',
            packages=[
                {
                    'buyer_ref': 'ctv_package',
                    'creative_assignments': [
                        {'creative_id': 'creative_video_v2'},
                        {'creative_id': 'creative_display_v2', 'weight': 60}
                    ]
                }
            ]
        )
    )

    if hasattr(result, 'errors') and result.errors:
        raise Exception(f"Update failed: {result.errors}")

    pkg = next((p for p in result.affected_packages if p.buyer_ref == 'ctv_package'), None)
    assignment_count = len(pkg.creative_assignments) if pkg and pkg.creative_assignments else 0
    print(f"Assigned {assignment_count} creatives")

asyncio.run(replace_creatives())

Multiple Package Updates

Update multiple packages in one call:

import { testAgent } from '@adcp/client/testing';
import { UpdateMediaBuyResponseSchema } from '@adcp/client';

const result = await testAgent.updateMediaBuy({
  media_buy_id: 'mb_12345',
  packages: [
    {
      buyer_ref: 'ctv_package',
      budget: 50000,
      pacing: 'front_loaded'
    },
    {
      buyer_ref: 'audio_package',
      budget: 30000,
      paused: true
    }
  ]
});

if (!result.success) {
  throw new Error(`Request failed: ${result.error}`);
}

const validated = UpdateMediaBuyResponseSchema.parse(result.data);

if ('errors' in validated && validated.errors) {
  throw new Error(`Update failed: ${JSON.stringify(validated.errors)}`);
}

console.log(`Updated ${validated.affected_packages?.length || 0} packages`);

import asyncio
from adcp.testing import test_agent
from adcp.types import UpdateMediaBuyRequest

async def update_multiple_packages():
    result = await test_agent.update_media_buy(
        UpdateMediaBuyRequest(
            media_buy_id='mb_12345',
            packages=[
                {
                    'buyer_ref': 'ctv_package',
                    'budget': 50000,
                    'pacing': 'front_loaded'
                },
                {
                    'buyer_ref': 'audio_package',
                    'budget': 30000,
                    'paused': True
                }
            ]
        )
    )

    if hasattr(result, 'errors') and result.errors:
        raise Exception(f"Update failed: {result.errors}")

    print(f"Updated {len(result.affected_packages)} packages")

asyncio.run(update_multiple_packages())

What Can Be Updated

Campaign-Level Updates

✅ Can update:

Start/end times (subject to seller approval)
Campaign status (active/paused)
Reporting webhook configuration (URL, frequency, metrics)

❌ Cannot update:

Media buy ID
Buyer reference
Brand reference
Original package product IDs

Package-Level Updates

✅ Can update:

Budget allocation
Pacing strategy
Bid prices (auction products)
Optimization goal (event source, event type, target ROAS/CPA)
Targeting overlays
Creative assignments
Package status (active/paused)
Catalog reference (replace the catalog a catalog-driven package promotes)

❌ Cannot update:

Package ID
Product ID
Pricing option ID
Format IDs (creatives must match existing formats)

Error Handling

Common errors and resolutions:

Error Code	Description	Resolution
`MEDIA_BUY_NOT_FOUND`	Media buy doesn’t exist	Verify media_buy_id or buyer_ref
`PACKAGE_NOT_FOUND`	Package doesn’t exist	Verify package_id or buyer_ref
`UPDATE_NOT_ALLOWED`	Field cannot be changed	See “What Can Be Updated” above
`BUDGET_INSUFFICIENT`	New budget below minimum	Increase budget amount
`POLICY_VIOLATION`	Update violates content policy	Review policy requirements
`INVALID_STATE`	Operation not allowed in current state	Check campaign status
`CREATIVE_ID_EXISTS`	Creative ID already exists in library	Use a different `creative_id`, assign existing creatives via `creative_assignments`, or update via `sync_creatives`

Example error response:

{
  "errors": [{
    "code": "UPDATE_NOT_ALLOWED",
    "message": "Cannot change product_id for existing package",
    "field": "packages[0].product_id",
    "suggestion": "Create a new package with the desired product instead"
  }]
}

Update Approval

Some updates require seller approval and return pending status:

Significant budget increases (threshold varies by seller)
Date range changes affecting inventory availability
Targeting changes that alter campaign scope
Creative changes requiring policy review

When approval is needed, implementation_date will be null and affected_packages contains the proposed state of each package that would be modified:

{
  "media_buy_id": "mb_12345",
  "buyer_ref": "summer_campaign_2025",
  "implementation_date": null,
  "affected_packages": [
    {
      "package_id": "pkg_abc123",
      "buyer_ref": "ctv_package",
      "budget": 50000,
      "status": "pending_activation"
    }
  ]
}

PATCH Semantics

Only specified fields are updated - omitted fields remain unchanged:

{
  "buyer_ref": "summer_campaign_2025",
  "packages": [{
    "buyer_ref": "ctv_package",
    "budget": 50000
  }]
}

Array replacement: When updating arrays (like creative_assignments), provide the complete new array:

{
  "packages": [{
    "buyer_ref": "ctv_package",
    "creative_assignments": [
      { "creative_id": "creative_video_v2" },
      { "creative_id": "creative_display_v2", "weight": 60 }
    ]
  }]
}

Asynchronous Operations

Updates may be asynchronous, especially with seller approval.

Response Patterns

Synchronous (completed immediately) — campaign-level update (e.g., paused: true):

{
  "media_buy_id": "mb_12345",
  "buyer_ref": "summer_campaign_2025",
  "implementation_date": "2025-06-15T10:00:00Z",
  "affected_packages": []
}

Synchronous (completed immediately) — package-level update:

{
  "media_buy_id": "mb_12345",
  "buyer_ref": "summer_campaign_2025",
  "implementation_date": "2025-06-15T10:00:00Z",
  "affected_packages": [
    {
      "package_id": "pkg_abc123",
      "buyer_ref": "ctv_package",
      "budget": 50000,
      "status": "active"
    }
  ]
}

Asynchronous (processing):

{
  "status": "working",
  "message": "Processing update..."
}

Poll for completion or use webhooks/streaming. Manual Approval Required:

{
  "status": "submitted",
  "message": "Update requires seller approval (2-4 hours)"
}

Will take hours to days.

Protocol-Specific Handling

AdCP tasks work across multiple protocols (MCP, A2A, REST). Each protocol handles async operations differently:

Status checking: Polling, webhooks, or streaming
Updates: Protocol-specific mechanisms
Long-running tasks: Different timeout and notification patterns

See Async Operations for protocol-specific async patterns and examples.

Best Practices

1. Use Precise Updates Update only what needs to change - don’t resend unchanged values. 2. Budget Increases Small incremental increases are more likely to be auto-approved than large jumps. 3. Pause Before Major Changes Pause campaigns before making significant targeting or creative changes to avoid delivery issues. 4. Test with Small Changes Test update workflows with minor changes before critical campaign modifications. 5. Monitor Status Always check response status and implementation_date for approval requirements. 6. Validate Package State Check affected_packages in response to confirm changes were applied correctly.

Usage Notes

Updates are atomic - either all changes apply or none do
Both media buys and packages can be referenced by buyer_ref or publisher IDs
Pending states (working, submitted) are normal, not errors
Orchestrators MUST handle pending states as part of normal workflow
implementation_date indicates when changes take effect (null if pending approval)
Inline creatives: The creatives array creates NEW creatives only. To update existing creatives, use sync_creatives. To assign existing library creatives, use creative_assignments in the Package Update object.

Next Steps

After updating a media buy:

Verify Changes: Use get_media_buy_delivery to confirm updates
Upload New Creatives: Use sync_creatives if creative assignments changed
Monitor Performance: Track impact of changes on campaign metrics
Optimize Further: Use provide_performance_feedback for ongoing optimization

Learn More

Media Buy Lifecycle - Complete campaign workflow
Targeting - Targeting overlays and restrictions
Async Operations - Async patterns and status checking
create_media_buy - Initial campaign creation

Getting Started

Building with AdCP

Protocol

FAQ

Trust & Security

Reference

Certification

update_media_buy

Quick Start

Request Parameters

Reporting Webhook Object

Package Update Object

Response

Success Response

Error Response

Common Scenarios

Update Package Budget

Change Campaign Dates

Update Targeting

Replace Creatives

Multiple Package Updates

What Can Be Updated

Campaign-Level Updates

Package-Level Updates

Error Handling

Update Approval

PATCH Semantics

Asynchronous Operations

Response Patterns

Protocol-Specific Handling

Best Practices

Usage Notes

Next Steps

Learn More

​Quick Start

​Request Parameters

​Reporting Webhook Object

​Package Update Object

​Response

​Success Response

​Error Response

​Common Scenarios

​Update Package Budget

​Change Campaign Dates

​Update Targeting

​Replace Creatives

​Multiple Package Updates

​What Can Be Updated

​Campaign-Level Updates

​Package-Level Updates

​Error Handling

​Update Approval

​PATCH Semantics

​Asynchronous Operations

​Response Patterns

​Protocol-Specific Handling

​Best Practices

​Usage Notes

​Next Steps

​Learn More

Quick Start

Request Parameters

Reporting Webhook Object

Package Update Object

Response

Success Response

Error Response

Common Scenarios

Update Package Budget

Change Campaign Dates

Update Targeting

Replace Creatives

Multiple Package Updates

What Can Be Updated

Campaign-Level Updates

Package-Level Updates

Error Handling

Update Approval

PATCH Semantics

Asynchronous Operations

Response Patterns

Protocol-Specific Handling

Best Practices

Usage Notes

Next Steps

Learn More