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Agentic Intent Protocol (AIP)

AIP defines a common language for how AI Platforms, Operators (Ad Networks), and Brand Agents communicate.
It ensures every request, bid, and payout is traceable, secure, and verifiable.

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1. TL;DR

AIP is the communication layer that lets every intent, bid, and event move securely between participants.

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2. Why it matters

Without a shared standard, each platform and advertiser would need separate integrations.
AIP replaces that fragmentation with one protocol that guarantees:
  • Predictable message formats
  • Cryptographically signed requests
  • End-to-end tracking from exposure to conversion
This creates trust and interoperability across the agentic ad ecosystem.

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3. How it works: three distinct messages

You have three distinct messages. Do not blur them.
MessageDirectionPurpose
A. PlatformRequestPlatform → AdMesh“Here is the user context + my declared intent + my constraints.” Platform-asserted; operator validates and uses for consent gating.
B. ContextRequestAdMesh → Brand Agents“Here is the normalized, enriched auction context you may bid on.” Operator-generated and trusted by brand agents. Permission already decided.
C. AuctionResultAdMesh → Platform“Here is the winning response + metadata.”

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3.1 PlatformRequest (Platform → AdMesh)

Sent by the AI platform. UCP envelope (producer, context, identity, extensions). producer.agent_role must be "platform" (not “publisher”; reserve “publisher” for content owners). Contains:
  • extensions.aip.intent — Explicit, structured intent (domain, subdomain, confidence) for publisher consent gating; operator matches against publisher aip.json editorial_domains.
  • extensions.aip.runtime — Session, turn, query_text, optional messages, latency_budget_ms.
  • extensions.aip.auction — Monetization (pricing_model, cpx_floor, currency). Consent logic must never touch auction logic.

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3.2 ContextRequest (AdMesh → Brand Agents)

Not UCP — UCP-inspired, but operator-enriched, operator-trusted, and (eventually) operator-signed. Answers: “Given a valid, consented platform request, here is the enriched auction context you may bid on.” Intent in ContextRequest is operator-generated and used for brand bidding decisions; it can differ from PlatformRequest intent (which is for consent gating only).

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3.3 Authoritative flow (lock this)

  1. Platform builds PlatformRequest (context + explicit intent + runtime + auction).
  2. AdMesh validates signature; checks publisher aip.json; matches editorial_domains vs extensions.aip.intent.
  3. If allowed, AdMesh generates ContextRequest.
  4. ContextRequest is sent to Brand Agents.
  5. Brand Agents return Bid.
  6. AdMesh selects winner.
  7. AdMesh sends AuctionResult to platform.
Each step has one owner. No overlap.

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4. Transport and Security

All messages use HTTPS or gRPC.
Requests include secure headers: 
X-AIP-Signature: HMAC(method + path + body + timestamp + nonce)
X-AIP-Version: 0.1

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5. Identifiers

IdentifierPurpose
platform_idAI Platform
agent_idBrand Agent
adnetwork_idOperator
wallet_idBilling
session_idUser session
auction_idAuction
bid_idBid
serve_tokenExposure → click → conversion

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6. Example flow

  1. User asks: “Best project management tool?”
  2. Platform sends PlatformRequest.
  3. Operator derives ContextRequest.
  4. Brand Agents bid.
  5. Operator returns AuctionResult.
  6. Platform displays [Ad].
  7. Events logged under serve_token.

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7. Guarantees

  • Signed, timestamped messages
  • No serve-token collisions
  • Independent verification
  • Safe version upgrades

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Summary

AIP provides the transport, identifiers, and verification layer for agentic advertising.