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Overview

To integrate your ad network with Scope3, you need to build an AdCP-compliant MCP server that runs on your infrastructure and exposes tools for product discovery, media buy creation, and campaign management.

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What You’re Building

You’re implementing an AdCP sales agent - an MCP server that Scope3’s buying agents will call to:
  • Discover your inventory products (get-products)
  • Create media buys/campaigns (create-media-buy)
  • Manage campaign lifecycle (update-media-buy, get-media-buy-status)
This runs on YOUR infrastructure, not in Scope3’s codebase. Think of it like building an SSP endpoint that speaks MCP instead of OpenRTB.

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How to Implement

You need to build an AdCP-compliant MCP server. Two approaches:

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Option 1: Use AdCP Reference Implementation

Fork and customize the open-source AdCP implementation:

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Option 2: Build from Scratch

Implement the AdCP protocol directly on your ad server:
Go to adcontextprotocol.org for complete protocol specifications, implementation guides, and example code.

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What Scope3 Provides

Once you’ve built your AdCP server, Scope3 provides:
  • Buyer platform - Calls your AdCP tools to discover and buy inventory
  • RTD module - Real-time data provider for campaign targeting and optimization
  • Testing environment - Validate your implementation before production
You implement the seller side; we implement the buyer side.

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Scope3-Specific Integration

Beyond the standard AdCP implementation, you’ll need to:

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1. Real-Time Data Provider Integration

Connect to Scope3’s RTD module for campaign optimization:
  • Receives targeting segments and brand safety rules
  • Returns matching media buy IDs for each ad request
  • Multiple integration paths: Prebid, server-to-server, or custom

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2. Authentication

Your AdCP server needs to authenticate Scope3’s buying agents:
  • Standard: API keys via MCP auth headers
  • Advanced: OAuth or custom patterns (coordinate with Scope3)

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3. Product Mapping

Map your inventory to AdCP products:
  • For ad networks: Products = deals/auction packages/curated inventory templates
  • For publishers: Products = inventory segments with audience definitions
  • See Designing Ad Products for guidance

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Common Questions

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Do I need to write code in Scope3’s codebase?

No. You implement an MCP server on your own infrastructure. Scope3’s buying agents will call your server’s tools. You don’t modify Scope3’s code. If you’re using the open-source AdCP reference implementation, you might write an adapter within that codebase (similar to existing Xandr adapters), but that’s still running on YOUR infrastructure, not Scope3’s.

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How does targeting work?

You don’t need to standardize targeting values. Scope3’s LLMs interpret natural language targeting from buyer briefs and map it to your products. You should:
  • Describe your products with clear audience definitions
  • Include any network-specific targeting (KVPs, content signals, etc.) in product descriptions
  • Let Scope3’s RTD provider handle real-time matching
Scope3 can send standard targeting (device, OS, geo) to you, or run it in the RTD layer - discuss with your account manager.

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Who hosts creative assets?

Your ad server hosts creative tags/assets as part of your DSP capabilities. Scope3’s buying agents provide:
  • Creative specifications and assets
  • VAST tags for video
  • Display/native creative markup
You traffic these as you would with any DSP demand.

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What about signal agents and audience activation?

You don’t need to generate signal IDs or call activation tools. If you have activated signals/audiences in your system:
  • Bundle them into the products you expose via your AdCP server
  • Describe the audience characteristics in product descriptions
  • Scope3 handles signal discovery and activation separately

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Getting Listed in Scope3

Once your AdCP sales agent is built and tested:
  1. Test the Integration
    • Test product discovery across all your creative formats
    • Validate campaign booking and reservation flows
    • Ensure real-time decisioning integration works
    • Test against Scope3’s staging environment (contact your account manager for access)
  2. Register with Scope3 
    sales_agent_register({
  "name": "Your Network",
  "endpointUrl": "your-adcp-endpoint-url",
  "protocol": "MCP",
  "authenticationType": "API_KEY",
  "description": "Your network description"
})
    Note: organizationId is optional and will be auto-detected from your customer account.
  3. Production Validation
    • Contact your Scope3 account manager for production listing
    • We’ll validate your AdCP implementation
    • Get added to the global sales agent registry

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Support Resources

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Next Steps

  1. Review the official AdCP documentation
  2. Join the AdCP Slack community for implementation support
  3. Build and test your AdCP sales agent
  4. Register for production listing with Scope3