AdCP — Sponsored Intelligence Specification

Draft Specification — This protocol is under active development. APIs and schemas may change before the final release.

This document defines the Sponsored Intelligence (SI) Protocol specification. The key words “MUST”, “MUST NOT”, “REQUIRED”, “SHALL”, “SHALL NOT”, “SHOULD”, “SHOULD NOT”, “RECOMMENDED”, “MAY”, and “OPTIONAL” in this document are to be interpreted as described in RFC 2119.

Protocol Overview

The SI Protocol defines how AI assistants (hosts) invoke and interact with brand agent endpoints to enable conversational brand experiences. The protocol consists of:

Discovery - How hosts discover brand agents and their capabilities
Offering Lookup - Anonymous pre-flight checks before session handoff
Session Management - Initiation, messaging, and termination
Capability Negotiation - Determining supported features
UI Components - Standard visual elements for rendering

Transport Requirements

Supported Transports

Brand agents MUST support at least one of the following transports:

Transport	Protocol	Description
MCP	Model Context Protocol	Tool-based interaction via JSON-RPC
A2A	Agent-to-Agent	Message-based interaction

Brand agents SHOULD support MCP as the preferred transport.

Transport Declaration

Brand agents declare supported transports via get_adcp_capabilities:

{
  "adcp": { "major_versions": [2] },
  "supported_protocols": ["sponsored_intelligence"],
  "sponsored_intelligence": {
    "endpoint": {
      "transports": [
        { "type": "mcp", "url": "https://brand.example/mcp" }
      ],
      "preferred": "mcp"
    },
    "capabilities": { ... },
    "brand": { "domain": "brand.example" }
  }
}

If multiple transports are declared, the response SHOULD include a preferred field.

Discovery

Capability Discovery

Brand agents MUST implement the get_adcp_capabilities task to declare SI support. When a host calls this task, the response MUST include:

sponsored_intelligence in the supported_protocols array
A sponsored_intelligence object containing:
- endpoint - Transport configuration (REQUIRED)
- capabilities - Supported modalities and components (REQUIRED)

The response SHOULD include:

brand - Brand reference (domain-based identity)

Get Offering

Purpose

The si_get_offering task retrieves offering details and availability before session handoff. This allows hosts to show offering information (pricing, product availability) to users before asking for consent to engage with the brand.

Requirements

Hosts MAY call si_get_offering before initiating a session. If a host calls si_get_offering:

The request MUST NOT include user PII
The request MUST include offering_id
The request MAY include context for personalized results (e.g., “mens size 14 near Cincinnati”)
The request MAY set include_products: true to get matching products
Brand agents MUST return an offering_token if available
Brand agents SHOULD return a ttl_seconds indicating validity duration

Offering Token Flow

If a host receives an offering_token:

The host SHOULD include this token in the subsequent si_initiate_session request
The brand agent MAY use the token to correlate offering lookups with sessions
The token MUST be treated as opaque by the host

{
  "offering_token": "offering_abc123xyz"
}

Matching Products

When include_products is true and context is provided, the response MAY include matching products:

{
  "available": true,
  "offering_token": "offering_abc123xyz",
  "offering": {
    "title": "Nike Summer Sale",
    "summary": "Up to 50% off summer collection",
    "price_hint": "from $89"
  },
  "matching_products": [
    {
      "product_id": "nike-air-max-90",
      "name": "Nike Air Max 90",
      "price": "$129",
      "availability_summary": "Size 14 in stock"
    }
  ],
  "total_matching": 12
}

This enables hosts to show rich previews before session initiation.

Session Lifecycle

Session States

SI sessions have the following states:

State	Description
`active`	Session is in progress
`pending_handoff`	Brand is requesting handoff to commerce flow
`complete`	Session has ended normally

Initiate Session

The si_initiate_session task establishes a new SI session.

Request Requirements

Hosts MUST include:

context - Natural language description of user intent
identity - User identity with consent status

Hosts SHOULD include:

supported_capabilities - Host’s capability set for negotiation
offering_token - Token from si_get_offering if performed

Hosts MAY include:

media_buy_id - AdCP media buy ID if triggered by advertising
offering_id - Brand-specific offering to apply
placement - Where this session was triggered

Response Requirements

Brand agents MUST return:

session_id - Unique identifier for this session

Brand agents SHOULD return:

response.message - Initial conversational message
negotiated_capabilities - Intersection of brand and host capabilities

Send Message

The si_send_message task exchanges messages within an active session.

Request Requirements

Hosts MUST include:

session_id - Active session identifier

Hosts MUST include one of:

message - User’s text message
action_response - Response to a UI action

Response Requirements

Brand agents MUST return:

session_id - The session identifier
session_status - Current session state (active, pending_handoff, or complete)

Brand agents SHOULD return:

response.message - Conversational response

If session_status is pending_handoff, the response MUST include:

handoff - Handoff configuration for commerce flow

Terminate Session

The si_terminate_session task ends an SI session.

Request Requirements

Hosts MUST include:

session_id - Session to terminate
reason - Termination reason

Termination Reasons

Reason	Description
`handoff_transaction`	User proceeding to purchase
`handoff_complete`	Conversation completed successfully
`user_exit`	User ended the session
`session_timeout`	Session timed out due to inactivity
`host_terminated`	Host ended the session (policy/error)

Capability Negotiation

Negotiation Process

Brand declares capabilities in SI manifest
Host sends supported capabilities in session initiation
Brand returns negotiated (intersection) capabilities in response
Session uses only negotiated capabilities

Capability Categories

Modalities

Modalities define interaction modes:

Modality	Description	Required Support
`conversational`	Text exchange	REQUIRED for all implementations
`voice`	Audio-based interaction	OPTIONAL
`video`	Video content playback	OPTIONAL
`avatar`	Animated video presence	OPTIONAL

All SI implementations MUST support conversational modality.

Standard Components

The following components MUST be renderable by all compliant hosts:

Component	Purpose
`text`	Conversational message
`link`	URL with label
`image`	Single image
`product_card`	Product display with CTA
`carousel`	Array of cards/images
`action_button`	CTA that triggers callback

Extension Components

Hosts MAY support additional components:

Component	Purpose
`app_handoff`	Platform-specific app handoff
`integration_actions`	MCP/A2A installation prompts

Brand agents MUST NOT rely on extension components for core functionality.

UI Element Requirements

Standard Component Data

Each standard component MUST include the required fields as defined in si-ui-element.json: text: message (required) link: url, label (required); preview (optional) image: url, alt (required); caption (optional) product_card: title, price (required); subtitle, image_url, description, badge, cta (optional) carousel: items (required); title (optional) action_button: label, action (required); payload (optional)

Action Handling

When a user interacts with an action_button:

The host MUST send an action_response via si_send_message
The action_response MUST include the action identifier
The action_response SHOULD include the payload if provided

Integration Actions

The integration_actions component allows brand agents to offer persistent connections:

{
  "type": "integration_actions",
  "data": {
    "actions": [
      { "type": "mcp", "label": "Add as MCP Tool", "highlighted": true },
      { "type": "a2a", "label": "Connect via A2A" }
    ]
  }
}

Hosts MAY render integration actions if they support the integration type.

Identity and Privacy

Hosts MUST obtain explicit user consent before sharing identity with brand agents. The consent flow MUST:

Clearly identify what data will be shared
Reference the brand’s privacy policy
Allow the user to decline

Identity Object

When consent is granted, the identity object MUST include:

consent_granted: true
consent_timestamp - When consent was obtained
consent_scope - Array of data types consented to
privacy_policy_acknowledged.brand_policy_url

The user object MAY include:

email
name
locale
shipping_address

Anonymous Sessions

If consent is not granted:

identity.consent_granted MUST be false
identity.anonymous_session_id SHOULD be provided
No PII MUST be transmitted

Commerce Integration

ACP Handoff

When session_status is pending_handoff with handoff.type: "transaction":

The host SHOULD initiate ACP checkout flow
The handoff.intent MUST describe the purchase intent
The handoff.context_for_checkout MAY include conversation context

Commerce Actions

The action_button component MAY include commerce actions:

Action	Description
`acp_checkout`	Initiate ACP checkout
`add_to_cart`	Add item to persistent cart

Error Handling

Error Response

Brand agents MUST return errors in the errors array using the standard error schema:

{
  "errors": [
    {
      "code": "session_not_found",
      "message": "Session has expired or does not exist"
    }
  ]
}

Error Codes

Code	Description
`session_not_found`	Session ID is invalid or expired
`offer_unavailable`	Referenced offer is no longer available
`capability_unsupported`	Required capability not available
`rate_limited`	Too many requests

Security Considerations

Transport Security

All SI communications MUST use HTTPS with TLS 1.2 or higher.

Token Security

Availability tokens MUST be opaque and unpredictable
Session IDs MUST be unique and unpredictable
Tokens SHOULD expire within a reasonable timeframe

Data Minimization

Hosts MUST NOT send PII without consent
Brand agents SHOULD minimize data collection
Session data SHOULD be deleted after termination

Conformance

Host Conformance

A conformant SI host MUST:

Support MCP transport
Render all standard components
Implement session lifecycle (initiate, send, terminate)
Obtain consent before sharing identity
Support capability negotiation

Brand Agent Conformance

A conformant SI brand agent MUST:

Publish an SI manifest
Support at least one specified transport
Support conversational modality
Return valid session IDs
Handle all termination reasons

Version History

Version	Date	Changes
1.0.0	2025-01	Initial specification

​Protocol Overview

​Transport Requirements

​Supported Transports

​Transport Declaration

​Discovery

​Capability Discovery

​Get Offering

​Purpose

​Requirements

​Offering Token Flow

​Matching Products

​Session Lifecycle

​Session States

​Initiate Session

​Request Requirements

​Response Requirements

​Send Message

​Request Requirements

​Response Requirements

​Terminate Session

​Request Requirements

​Termination Reasons

​Capability Negotiation

​Negotiation Process

​Capability Categories

​Modalities

​Standard Components

​Extension Components

​UI Element Requirements

​Standard Component Data

​Action Handling

​Integration Actions

​Identity and Privacy

​Consent Requirements

​Identity Object

​Anonymous Sessions

​Commerce Integration

​ACP Handoff

​Commerce Actions

​Error Handling

​Error Response

​Error Codes

​Security Considerations

​Transport Security

​Token Security

​Data Minimization

​Conformance

​Host Conformance

​Brand Agent Conformance

​Version History

Protocol Overview

Transport Requirements

Supported Transports

Transport Declaration

Discovery

Capability Discovery

Get Offering

Purpose

Requirements

Offering Token Flow

Matching Products

Session Lifecycle

Session States

Initiate Session

Request Requirements

Response Requirements

Send Message

Request Requirements

Response Requirements

Terminate Session

Request Requirements

Termination Reasons

Capability Negotiation

Negotiation Process

Capability Categories

Modalities

Standard Components

Extension Components

UI Element Requirements

Standard Component Data

Action Handling

Integration Actions

Identity and Privacy

Consent Requirements

Identity Object

Anonymous Sessions

Commerce Integration

ACP Handoff

Commerce Actions

Error Handling

Error Response

Error Codes

Security Considerations

Transport Security

Token Security

Data Minimization

Conformance

Host Conformance

Brand Agent Conformance

Version History