> ## Documentation Index
> Fetch the complete documentation index at: https://docs.adcontextprotocol.org/llms.txt
> Use this file to discover all available pages before exploring further.

# Creative Capabilities on Sales Agents

> How AdCP 3.2 sales agents separate product format deliverability from optional creative operations.

A sales agent can sell inventory, manage creatives, and optionally produce them. Those are separate capabilities.

## Format deliverability is product-scoped

Every new 3.2 product declares its closed accepted set in `Product.format_options[]`. This is true whether or not the sales endpoint also implements Creative Protocol tasks.

```json theme={null}
{
  "product_id": "daily_pulse_homepage",
  "format_options": [
    {
      "format_option_id": "homepage_image_300x250",
      "format_kind": "image",
      "params": { "width": 300, "height": 250 }
    }
  ]
}
```

An agent-global format list cannot express product-, placement-, account-, or inventory-specific deliverability. For that reason, sales-agent `list_creative_formats` is deprecated in 3.2.

## Creative operations are capability-scoped

If the same endpoint can build, validate, or preview creatives, include `creative` in `supported_protocols` and advertise the operation catalog in `creative.supported_formats[]`:

```json theme={null}
{
  "supported_protocols": ["media_buy", "creative"],
  "creative": {
    "supports_generation": true,
    "has_creative_library": true,
    "supported_formats": [
      {
        "capability_id": "homepage_image_builder",
        "operations": ["build", "validate", "preview"],
        "format": {
          "format_kind": "image",
          "params": { "width": 300, "height": 250 }
        }
      }
    ]
  }
}
```

The endpoint may expose both facts, but they remain independent:

* `Product.format_options[]` says the product can deliver the format.
* `creative.supported_formats[]` says this endpoint can perform creative operations for it.
* `build_creative.target_capability_id` selects one operation entry.
* The returned manifest carries `format_kind`, never `capability_id`.

## Creative management modes

| Declaration                                  | Meaning                                                                                     |
| -------------------------------------------- | ------------------------------------------------------------------------------------------- |
| `media_buy.inline_creative_management: true` | Package-scoped creative bodies are accepted on create/update media-buy operations           |
| `creative.has_creative_library: true`        | The agent exposes reusable library operations such as `sync_creatives` and `list_creatives` |
| `creative.supported_formats[]`               | The endpoint exposes canonical build, validation, or preview operations                     |

An endpoint may support any applicable combination. Inline management does not imply a reusable library; a library does not imply generation.

## Seller-side generation

For seller-produced creative, the product declaration tells the buyer what inputs the delivery contract accepts. For example, a sponsored placement might require a brief and catalog reference. The endpoint's creative capability then advertises the matching build route.

```json theme={null}
{
  "target_capability_id": "sponsored_product_builder",
  "message": "Promote lightweight trail shoes for spring hikes",
  "brand": { "domain": "acmeoutdoor.example" }
}
```

If the seller renders only at impression time, buyers still submit a canonical manifest containing the required brief/catalog assets through `sync_creatives`. The impression-time renderer is the seller runtime, not a separately discoverable creative agent.

## Compatibility

A sales agent may project canonical product declarations into deprecated `format_ids[]` and `list_creative_formats` for older 3.x peers. The projection must be derived; it must not become a second authored catalog.

## Related

* [Canonical formats](/dist/docs/3.2.0-beta.0/creative/canonical-formats)
* [Media products](/dist/docs/3.2.0-beta.0/media-buy/product-discovery/media-products)
* [`get_adcp_capabilities`](/dist/docs/3.2.0-beta.0/protocol/get_adcp_capabilities)
* [Creative libraries](/dist/docs/3.2.0-beta.0/creative/creative-libraries)