Build retail media agent

Build a Retail Media Agent

A retail media agent sells on-site placements driven by a product catalog and reports conversion outcomes back to buyers. The fastest path is to fork a worked seller adapter and replace its // SWAP: markers with calls to your backend.

Pick your fork target

Specialism	Status	Fork this	Mock upstream	Storyboard
sales-catalog-driven	stable	hello_seller_adapter_social.ts	npx adcp mock-server sales-social	sales_catalog_driven
sales-retail-media	preview	Same	Same	placeholder

The social fork target is the closest baseline because it already implements the catalog-driven surface (syncCatalogs, syncEventSources, logEvent) on top of SalesIngestionPlatform. Walled-garden social platforms and retail media networks share the same wire-level shape — buyer pushes catalogs and audiences, platform reports conversions, both close the loop via provide_performance_feedback. Apply the retail-specific deltas below.

For exact response shapes, error codes, and optional fields, docs/llms.txt is the canonical reference. The fork target stays in sync with the spec because PR #1394's three-gate contract fails CI when it drifts.

When to use this skill

• User is building a retail media network (Criteo RMN, Amazon DSP, Kroger Precision)
• User mentions catalog-driven creative, dynamic product ads, on-site sponsored listings
• User describes restaurants / travel / local commerce platforms rendering ads from a product feed
• User mentions sync_catalogs, log_event, or provide_performance_feedback

Not this skill:

• Generic display / video selling without a catalog → skills/build-seller-agent/
• AI-generated ads coupled with selling → skills/build-generative-seller-agent/

sales-catalog-driven applies far beyond retail — restaurants (DoorDash sponsored listings), travel (Expedia accelerator), local commerce (Yelp). The storyboard tests the catalog + event surface, not the vertical.

Cross-cutting rules

Every retail-media agent hits the cross-cutting rules in ../cross-cutting.md plus the seller cross-cutting from ../build-seller-agent/SKILL.md — retail-media is additive on top of the seller baseline. The high-traffic ones for retail-media:

• idempotency_key on sync_catalogs, sync_event_sources, log_event, provide_performance_feedback
• Webhooks — for catalog-ingestion completions, use catalog_sync.${catalog_id}.${batch_id} as the stable operation_id
• SHAPE-GOTCHAS §6 — log_event field-name + UNIX-seconds + user_match projections (shared with sales-social CAPIs)

Specialism deltas

sales-catalog-driven

What's different from the social baseline you forked:

• Products declare catalog support: supports_catalog: true and supports_conversion_tracking: true on each Product.
• create_media_buy accepts packages[].catalogs[] — references to previously-synced catalog ids. The seller renders the dynamic ad from the catalog row at serve time.
• sync_catalogs ingests product feeds (JSON / CSV / XML). Required per-row fields: product_id, title, price, image_url, category. Reject rows missing any of these with a structured error and surface the per-row failures in the response.
• sync_event_sources registers conversion endpoints — purchase, add_to_cart, page_view, search. Each event source has a source_id the buyer references on subsequent log_event calls.
• log_event accepts content_ids — the catalog row IDs the conversion attaches to. Counter-only responses pass the storyboard today; closed-loop attribution lands in 3.1.
• provide_performance_feedback accepts buyer optimization signals (clicked / not-clicked / converted / not-converted on specific impressions). Use it to close the bid-quality loop.

sales-retail-media

Currently a v3.1 placeholder (empty phases in index.yaml); the protocol baseline is all that's enforced today. Claim the specialism to advertise intent. The forward-looking deltas on top of sales-catalog-driven:

• Onsite placement encoding in publisher_properties and format_ids — search results, product detail page (PDP), homepage, category, offsite (display retargeting), in-store (DOOH).
• Sponsored-product vs sponsored-display distinction surfaces as separate format_ids per product.
• Offsite + in-store require publisher_properties.environment to disambiguate the rendering surface (web vs DOOH vs CTV) — the buyer's targeting overlays vary by environment.
• Closed-loop ROAS lands with attribution in 3.1.

Validate locally

# Run the fork-matrix gate against the social baseline
npm run compliance:fork-matrix -- --test-name-pattern="hello-seller-adapter-social"

# Or validate your forked agent directly against the catalog-driven storyboard
adcp storyboard run http://127.0.0.1:3005/mcp sales_catalog_driven \
  --bearer "$ADCP_AUTH_TOKEN" --include-bundles --json

The fork-matrix gate is the three-gate contract from docs/guides/EXAMPLE-TEST-CONTRACT.md: tsc strict / storyboard zero-failures / upstream façade.

For deeper validation: docs/guides/VALIDATE-YOUR-AGENT.md.

Common shape gotchas

get_media_buy_delivery /reporting_period/start|end are ISO 8601 date-time strings, not date-only. Per-package billing rows require package_id, spend, pricing_model, rate, currency. sync_accounts rows require action: 'created' | 'updated' | 'unchanged' | 'failed'. See ../SHAPE-GOTCHAS.md and §6 for log_event field-rename + UNIX-seconds patterns shared with social CAPIs.

Migration notes

• 6.6 → 6.7: docs/migration-6.6-to-6.7.md
• 4.x → 5.x: docs/migration-4.x-to-5.x.md