build-retail-media-agent

name	build-retail-media-agent
description	Use when building an AdCP retail media network agent in Go — sells on-site placements, supports product catalogs, tracks conversions.

Build a Retail Media Agent (Go)

Status: Validated against storyboard runner. If validation fails, check the common mistakes table first, then file an issue.

Overview

A retail media agent sells advertising on a retailer's properties. It extends the standard seller with catalog sync, event tracking, and performance feedback.

Before Writing Code

1. Products. Each needs: product_id, name, description (required), channel, delivery_type, pricing_options, publisher_properties, format_ids, and reporting_capabilities. Use lowercase pricing models.
2. Catalogs. What product feeds? How connected to ad rendering?
3. Events. What conversion events? Purchase, add_to_cart, page_view?
4. Approval workflow. Instant or async. Async SHOULD emit signed webhooks when the buyer supplies push_notification_config — see skills/build-webhook-publisher/ for the emission pattern.

Tool Registration

Use adcp.AddTool for all 13 tools.

Tools and Response Shapes

1. get_adcp_capabilities — MUST include conversion_tracking

adcp.AddTool(server, "get_adcp_capabilities", "Agent capabilities",
    func(ctx context.Context, req *mcp.CallToolRequest, input adcp.EmptyInput) (*mcp.CallToolResult, any, error) {
        return adcp.CapabilitiesResponse(&adcp.CapabilitiesData{
            ADCP:               &adcp.ADCPVersion{MajorVersions: []int{3}},
            SupportedProtocols: []string{"media_buy", "conversion_tracking", "compliance_testing"},
        })
    })

2. sync_accounts

adcp.AddTool(server, "sync_accounts", "Register accounts",
    func(ctx context.Context, req *mcp.CallToolRequest, input adcp.SyncAccountsRequest) (*mcp.CallToolResult, any, error) {
        var results []adcp.AccountResult
        for i, acct := range input.Accounts {
            id := fmt.Sprintf("acct-%s-%d", acct.Brand.Domain, i+1)
            results = append(results, adcp.AccountResult{
                AccountID: id, Brand: acct.Brand, Operator: acct.Operator,
                Action: "created", Status: "active",
            })
        }
        return adcp.SyncAccountsResponse(results, true)
    })

3. sync_governance

adcp.AddTool(server, "sync_governance", "Register governance agents",
    func(ctx context.Context, req *mcp.CallToolRequest, input adcp.SyncGovernanceRequest) (*mcp.CallToolResult, any, error) {
        var results []adcp.GovernanceResult
        for _, acct := range input.Accounts {
            govAcct := acct.Account
            if govAcct == nil {
                govAcct = &adcp.GovernanceAccount{Brand: acct.Brand, Operator: acct.Operator}
            }
            results = append(results, adcp.GovernanceResult{
                Account: govAcct, Status: "synced", GovernanceAgents: acct.GovernanceAgents,
            })
        }
        return adcp.GovernanceResponse(results)
    })

4. get_products

var products = []adcp.Product{
    {
        ProductID: "sponsored-product", Name: "Sponsored Product",
        Description: "Promoted product listings in search results",
        Channels: []string{"retail_media"}, DeliveryType: "non_guaranteed",
        PublisherProperties: []adcp.PublisherPropertySelector{
            {PublisherDomain: "shop.example", SelectionType: "all"},
        },
        PricingOptions: []adcp.PricingOption{
            {PricingOptionID: "sp-cpc", PricingModel: "cpc", FixedPrice: adcp.Ptr(0.50), Currency: "USD"},
        },
        FormatIDs: []adcp.FormatRef{{AgentURL: agentURL, ID: "product-card"}},
        ReportingCapabilities: adcp.ReportingCapabilities{
            AvailableMetrics: []string{"impressions", "spend", "clicks", "conversions"},
            AvailableReportingFrequencies: []string{"daily"},
            ExpectedDelayMinutes: 60,
            Timezone: "UTC",
            SupportsWebhooks: false,
            DateRangeSupport: "date_range",
        },
    },
}

adcp.AddTool(server, "get_products", "Available products",
    func(ctx context.Context, req *mcp.CallToolRequest, input adcp.GetProductsRequest) (*mcp.CallToolResult, any, error) {
        return adcp.ProductsResponse(&adcp.ProductsData{Products: products, Sandbox: true})
    })

5. create_media_buy

adcp.AddTool(server, "create_media_buy", "Create media buy",
    func(ctx context.Context, req *mcp.CallToolRequest, input adcp.CreateMediaBuyRequest) (*mcp.CallToolResult, any, error) {
        id := fmt.Sprintf("mb-%d", counter)
        var pkgs []adcp.Package
        for i, p := range input.Packages {
            pkgs = append(pkgs, adcp.Package{
                PackageID: fmt.Sprintf("%s-pkg-%d", id, i+1),
                ProductID: p.ProductID, PricingOptionID: p.PricingOptionID, Budget: p.Budget,
                CreativeAssignments: p.CreativeAssignments,
            })
        }
        return adcp.MediaBuyResponse(&adcp.CreateMediaBuySuccess{
            MediaBuyID: id, Status: "active", Packages: pkgs,
            ValidActions: []string{"pause", "cancel", "sync_creatives", "update_packages"},
        })
    })

6. get_media_buys

adcp.AddTool(server, "get_media_buys", "List media buys",
    func(ctx context.Context, req *mcp.CallToolRequest, input adcp.GetMediaBuysRequest) (*mcp.CallToolResult, any, error) {
        buys := []adcp.MediaBuyData{{
            MediaBuyID: "mb-1", Status: "active", Currency: "USD", TotalBudget: 1000,
            ValidActions: []string{"pause", "cancel", "sync_creatives", "update_packages"},
            Packages: []adcp.PackageStatus{{Package: adcp.Package{PackageID: "mb-1-pkg-1", ProductID: "sponsored-products", Budget: 1000}}},
        }}
        return adcp.MediaBuysResponse(buys, true)
    })

7. list_creative_formats

adcp.AddTool(server, "list_creative_formats", "Available formats",
    func(ctx context.Context, req *mcp.CallToolRequest, input adcp.ListCreativeFormatsRequest) (*mcp.CallToolResult, any, error) {
        return adcp.CreativeFormatsResponse(creativeFormats, true)
    })

8. sync_creatives

adcp.AddTool(server, "sync_creatives", "Submit creatives",
    func(ctx context.Context, req *mcp.CallToolRequest, input adcp.SyncCreativesRequest) (*mcp.CallToolResult, any, error) {
        var results []adcp.CreativeResult
        for _, c := range input.Creatives {
            results = append(results, adcp.CreativeResult{
                CreativeID: c.CreativeID, Action: "created", Status: "approved",
            })
        }
        return adcp.SyncCreativesResponse(results, true)
    })

9. get_media_buy_delivery

adcp.AddTool(server, "get_media_buy_delivery", "Delivery metrics",
    func(ctx context.Context, req *mcp.CallToolRequest, input adcp.GetMediaBuyDeliveryRequest) (*mcp.CallToolResult, any, error) {
        deliveries := make([]adcp.MediaBuyDelivery, 0)
        // populate from store
        return adcp.DeliveryResponse(&adcp.DeliveryData{
            ReportingPeriod: adcp.ReportingPeriod{Start: start, End: end},
            MediaBuyDeliveries: deliveries,
        })
    })

10. sync_catalogs

adcp.AddTool(server, "sync_catalogs", "Accept product catalog feeds",
    func(ctx context.Context, req *mcp.CallToolRequest, input adcp.SyncCatalogsRequest) (*mcp.CallToolResult, any, error) {
        var results []adcp.CatalogResult
        for _, c := range input.Catalogs {
            count := len(c.Items)
            if count == 0 { count = 10 }
            results = append(results, adcp.CatalogResult{
                CatalogID: c.CatalogID, Action: "created", ItemCount: count, ItemsApproved: count,
            })
        }
        return adcp.SyncCatalogsResponse(results, true)
    })

11. sync_event_sources

adcp.AddTool(server, "sync_event_sources", "Register event tracking",
    func(ctx context.Context, req *mcp.CallToolRequest, input adcp.SyncEventSourcesRequest) (*mcp.CallToolResult, any, error) {
        var results []adcp.EventSourceResult
        for _, es := range input.EventSources {
            results = append(results, adcp.EventSourceResult{
                EventSourceID: es.EventSourceID, Action: "created",
                Setup: &adcp.EventSourceSetup{
                    Snippet:     fmt.Sprintf("<script src=\"https://track.example.com/%s.js\"></script>", es.EventSourceID),
                    Description: "Add this snippet to your checkout page",
                },
            })
        }
        return adcp.SyncEventSourcesResponse(results, true)
    })

12. log_event

adcp.AddTool(server, "log_event", "Accept conversion events",
    func(ctx context.Context, req *mcp.CallToolRequest, input adcp.LogEventRequest) (*mcp.CallToolResult, any, error) {
        return adcp.LogEventResponse(len(input.Events), len(input.Events), 0.85, true)
    })

13. provide_performance_feedback

adcp.AddTool(server, "provide_performance_feedback", "Accept performance metrics",
    func(ctx context.Context, req *mcp.CallToolRequest, input adcp.ProvidePerformanceFeedbackRequest) (*mcp.CallToolResult, any, error) {
        return adcp.PerformanceFeedbackResponse(true)
    })

Compliance Testing

Same pattern as seller — adcp.RegisterTestController(server, store) with ForceAccountStatus, ForceMediaBuyStatus, ForceCreativeStatus, SimulateDelivery, SimulateBudgetSpend.

Complete Skeleton

package main

import (
    "context"
    "fmt"
    "log"
    "sync"
    "time"

    "github.com/adcontextprotocol/adcp-go/adcp"
    "github.com/modelcontextprotocol/go-sdk/mcp"
)

const agentURL = "http://localhost:3001/mcp"

type store struct {
    mu           sync.RWMutex
    accounts     map[string]*adcp.AccountResult
    mediaBuys    map[string]*adcp.MediaBuyData
    creatives    map[string]string
    delivery     map[string]*deliveryState
    catalogs     map[string]int
    eventSources map[string]bool
}
type deliveryState struct { Impressions, Clicks int; Spend float64 }

var products = []adcp.Product{ /* with Description, PublisherProperties, FormatIDs */ }
var creativeFormats = []adcp.CreativeFormat{ /* with item_type: "individual" */ }

func createServer(s *store) *mcp.Server {
    server := mcp.NewServer(&mcp.Implementation{Name: "my-retail", Version: "1.0.0"}, nil)
    // Register all 13 tools + test controller
    return server
}

func  {
    s := &store{accounts: ([]*adcp.AccountResult), mediaBuys: ([]*adcp.MediaBuyData), creatives: ([]), delivery: ([]*deliveryState), catalogs: ([]), eventSources: ([])}
    log.Fatal(adcp.Serve( *mcp.Server {  createServer(s) }))
}

go.mod

module your-retail-media
go 1.25
require (
    github.com/adcontextprotocol/adcp-go/adcp v0.0.0
    github.com/modelcontextprotocol/go-sdk v1.5.0
)

Then go mod tidy.

Validation

go run main.go &
npx @adcp/client storyboard run http://localhost:3001/mcp media_buy_catalog_creative --json

Common Mistakes

Mistake	Fix
Using mcp.AddTool directly	Use adcp.AddTool
Missing conversion_tracking in supported_protocols	Storyboard rejects catalog/event tools without it
Products missing description	Required field
Missing publisher_properties, format_ids, or reporting_capabilities	Required fields
sync_catalogs missing item_count	Required field
log_event missing events_received	Required counter
log_event missing match_quality	Include match quality score (0.0-1.0) via adcp.LogEventResponse
sync_event_sources missing setup.snippet	Include Setup with integration snippet on each event source
sync_governance response key results	Must be accounts
get_delivery returns null for empty arrays	Use make([]T, 0)
get_delivery returns null for empty deliveries	Use adcp.DeliveryResponse
Uppercase pricing model	Use "cpm", "cpc" not "CPM"
No mutex on maps	Use sync.RWMutex

SDK Reference

Function	Usage
adcp.AddTool(server, name, desc, handler)	Register tool
adcp.Serve(createAgent)	HTTP server
adcp.RegisterTestController(server, store)	Test controller
adcp.CapabilitiesResponse(data)	Capabilities
adcp.ProductsResponse(data)	Products
adcp.MediaBuyResponse(*CreateMediaBuySuccess|*CreateMediaBuyError|*CreateMediaBuySubmitted)	Create media buy
adcp.CreateMediaBuySuccessResponse(data)	Sync create media buy
adcp.CreateMediaBuyErrorResponse(data)	Create media buy error branch
adcp.CreateMediaBuySubmittedResponse(taskID, message)	Async create media buy
adcp.MediaBuysResponse(buys, sandbox)	List media buys
adcp.DeliveryResponse(data)	Delivery metrics
adcp.SyncAccountsResponse(accounts, sandbox)	Sync accounts
adcp.GovernanceResponse(accounts)	Sync governance
adcp.CreativeFormatsResponse(formats, sandbox)	Creative formats
adcp.SyncCreativesResponse(creatives, sandbox)	Sync creatives
adcp.SyncCatalogsResponse(catalogs, sandbox)	Sync catalogs
adcp.SyncEventSourcesResponse(sources, sandbox)	Event sources
adcp.LogEventResponse(received, processed, matchQuality, sandbox)	Log events
adcp.PerformanceFeedbackResponse(sandbox)	Performance feedback
adcp.Result(data, summary)	Generic response
adcp.Errorf(code, opts)	Error response

Input types: adcp.EmptyInput, adcp.SyncAccountsRequest, adcp.SyncGovernanceRequest, adcp.GetProductsRequest, adcp.CreateMediaBuyRequest, adcp.GetMediaBuysRequest, adcp.ListCreativeFormatsRequest, adcp.SyncCreativesRequest, adcp.GetMediaBuyDeliveryRequest, adcp.SyncCatalogsRequest, adcp.SyncEventSourcesRequest, adcp.LogEventRequest, adcp.ProvidePerformanceFeedbackRequest

The skill contains everything you need.