Get products across storefronts

get_products is the canonical product door for buyer agents. Send one AdCP-shaped request to selected storefronts—or all storefronts connected to an advertiser—and receive one bounded canonical page as products[] plus optional sibling proposals[]. Every identity remains qualified by its originating storefront. Interchange can optionally evaluate valid seller proposals before returning them. You supply plain-language operating instructions. A managed model chooses accept, reject, or refine, can attach buyer-owned enrichment, and can rank the accepted cohort across sellers.

AdCP remains a one-buyer-to-one-seller protocol. Interchange is the many-to-one buyer layer: it fans out the canonical request, validates each seller independently, qualifies identities, and returns a bounded aggregate page. Sellers do not see one another or receive an Interchange-specific request.

One protocol request, marketplace scale

The scaling layer does four things without forking the protocol:

Bilateral calls stay canonical. Buying mode, brief, filters, proposals, and refine are ordinary AdCP semantics at each seller edge.
Identity survives aggregation. sf1: product IDs and sfp1: proposal IDs prevent cross-storefront collisions and round-trip into purchase.
Slow sellers do not erase fast sellers. Revisioned replacement snapshots expose completed results while other agents remain pending.
Responses stay agent-sized. pagination.max_results bounds candidates; proposal graphs remain whole, and the cursor is frozen only when the execution is complete.

get_products does not stop after the first 10 storefronts or choose a final cohort by response speed. When no storefront selector is supplied (or storefronts: "all_connected" is explicit), Interchange resolves every storefront in the buyer’s eligible discovery scope and queries each backing sales agent once. The first provisional revision contains only sellers that have answered so far, so poll until results_complete: true. Then follow pagination.cursor until has_more: false to consume the complete candidate set. pagination.max_results limits each response page, not the seller fan-out. The legacy Discover Products groupLimit and groupOffset fields do not apply to this surface.

For a pure pass-through storefront, a country filter also narrows the storefront’s internal source fan-out after the staged routing flag is enabled. Interchange sends the request only to an active source whose own standard primary_channels and primary_countries match the requested coverage. A source with missing or malformed primary coverage is unknown and excluded from filtered fan-out after activation; before activation, legacy fan-out is unchanged. Declarations from two different sources are never combined to manufacture a match. An unfiltered request remains storefront-wide. Interchange rejects ambiguous seller-specific controls such as conditional catalog versions on the aggregate surface. Query that seller’s AdCP endpoint directly when you need a seller-specific conditional request.

Canonical options from older seller formats

Buyers

When a seller still uses named legacy formats, get_products can return the seller’s explicit mapping as a URL-free canonical format_options[] entry. Buyer integrations do not need to change: existing canonical options and legacy format_ids[] keep their current shapes. When a buyer selects one of these canonical options, Interchange retains the seller’s exact publisher-scoped route for later create_media_buy, update_media_buy, and assigned sync_creatives delivery. The route is never reconstructed from a similar format kind or ID. If the exact seller mapping is missing, malformed, or inconsistent with the returned option, delivery fails closed and the buyer should refresh products before retrying.

Sellers

Sellers opt in one format at a time through the catalog returned by list_creative_formats. Add a canonical declaration to the legacy row. If the option needs canonical parameters, include canonical_parameters on the same row and use the same kind:

{
  "format_id": {
    "agent_url": "https://seller.example",
    "id": "seller_banner",
    "width": 300,
    "height": 250
  },
  "name": "Seller banner",
  "canonical": { "kind": "image" },
  "canonical_parameters": {
    "format_kind": "image",
    "params": { "width": 300, "height": 250 }
  }
}

Dimensions and duration in the canonical declaration must agree with the legacy format reference. Interchange ignores missing, invalid, conflicting, ambiguous, or unsupported mappings. If a returned product’s older format remains unresolved, the seller result includes details in projection.diagnostics. Interchange never guesses a canonical kind from a legacy ID or asset list, and one seller’s mapping cannot apply to another seller. Products may publish canonical format_options[] directly or retain exact legacy references from a shared format catalog. Use the catalog mapping to replace seller-specific formats that Interchange cannot interpret.

Product-format resolvability

When canonical-format compliance is enabled for a storefront, Interchange surfaces a seller-visible blocker only when a format cannot be mapped to an interpretable declaration. Exact legacy {agent_url, id} references remain supported without a sunset, for both existing and newly connected sources. Direct URL-free format_options[] are accepted but are not required yet. A source with no current cached format evidence receives an evidence-pending blocker until a non-serving buyer brief refreshes its catalog evidence. This policy audits active external third-party sales-agent sources; managed and modular inventory sources use their own readiness contracts. A canonical-format blocker makes the storefront transaction-ineligible: ordinary buyer discovery returns no products from it, and media-buy admission is rejected until the seller replaces the unresolved custom reference with an exact shared-catalog reference or an interpretable custom canonical declaration.

Choose `get_products` or Discover Products

Both surfaces share the same seller fan-out implementation. They are different buyer projections, not different integrations.

Use	`get_products`	Discover Products
Primary contract	Canonical AdCP products and proposals, plus `ext.interchange` orchestration	Interchange discovery-session view
Best for	Buyer agents, protocol-compatible workflows, named/all storefront queries, seller proposals, screening/refine, direct purchase continuation	Existing discovery-session integrations that need grouped pagination, summary/budget context, browse, or SSE
Intelligence	Optional absolute proposal screen: accept, reject, or seller refine	The same optional screen; no separate ranking brain
Result shape	Flat, bounded `products[]` and optional `proposals[]`, with per-storefront progress metadata	`productGroups[]`, discovery summaries, budget context, and plans
Durable continuation	`execution_id` → `create_media_buys` → DRAFT campaign cart	`discoveryId` → legacy selection endpoints or the same campaign reconciliation path

Start with get_products for new agent integrations. Use Discover Products when you need its legacy grouped/session presentation or need to continue an existing discoveryId workflow. Calling both for the same request is normally unnecessary; Discover Products projects the same raw seller snapshot rather than running another ranking implementation.

Surfaces

REST: POST /api/v2/buyer/products/query
Buyer MCP: get_products
Buyer api_call: operation get_products

The purchasable continuation is:

REST: POST /api/v2/buyer/media-buys/batch
Buyer MCP: create_media_buys
Buyer api_call: operation create_media_buys

Retrieval without evaluation

Omit ext.interchange.evaluation to receive valid seller responses without a managed evaluation:

{
  "buying_mode": "wholesale",
  "filters": {},
  "pagination": { "max_results": 50 },
  "ext": {
    "interchange": {
      "advertiser_id": 123,
      "storefronts": "all_connected",
      "wait_mode": "quick"
    }
  }
}

Protocol validation always runs. Malformed seller responses, broken proposal allocations, and invalid identities are rejected before evaluation and do not consume evaluation work.

Request a smaller product projection

Use the canonical fields array when the next step needs only part of each product. Interchange validates the complete seller response before applying the projection, then returns only the requested product fields. The qualified product_id and ext.interchange provenance remain present so the result can still be refined or passed to create_media_buys.

{
  "buying_mode": "wholesale",
  "filters": {},
  "fields": ["product_id", "name", "pricing_options", "delivery_type"],
  "pagination": { "max_results": 10 },
  "ext": {
    "interchange": {
      "advertiser_id": 123,
      "storefronts": "all_connected"
    }
  }
}

For this request, unrequested product blocks such as format_options and reporting_capabilities are omitted. Omit fields when you need the complete canonical product objects.

Evaluate and negotiate proposals

Add evaluation instructions when you want Interchange to remove unsuitable proposals, enrich accepted results, negotiate promising proposals, and optionally rank the accepted cohort before it reaches your agent:

{
  "buying_mode": "brief",
  "brief": "Premium UK sports video with measurable reach",
  "filters": { "countries": ["GB"] },
  "pagination": { "max_results": 50 },
  "ext": {
    "interchange": {
      "advertiser_id": 123,
      "storefronts": "all_connected",
      "evaluation": {
        "instructions": "Accept proposals that fit the brief and include measurable reach. If CPM is above the stated budget, ask for a lower-cost option. Reject proposals without usable measurement.",
        "max_refinement_rounds": 1,
        "max_evaluation_passes": 20,
        "enrichment": true,
        "ranking": {
          "instructions": "Prefer stronger measurement and efficient expected reach."
        }
      }
    }
  }
}

The first evaluation pass is absolute:

Accept returns the seller’s unchanged proposal and referenced products, with optional buyer-owned enrichment.
Reject suppresses the proposal from the normal result.
Refine sends a canonical AdCP refine instruction back to that proposal’s seller, then evaluates the seller’s revised response again.

Interchange never rewrites seller pricing, allocations, availability, or terms. Any changed proposal must come back from the seller. Autonomous refinement is bounded by max_refinement_rounds, repeated-request detection, the request deadline, and max_evaluation_passes. A proposal still requesting refinement at the limit is rejected rather than silently accepted. When ranking is present, a separate comparative pass scores accepted candidates under its optional instructions. The response is ordered by score and includes a rank and rationale. Provisional rankings replace earlier snapshots as sellers settle; the final completed revision is frozen. The platform selects the managed models. This version does not expose provider model names, customer executable code, or a model picker.

ext.interchange.screening remains a deprecated compatibility alias for accept, reject, and refine. It does not enable enrichment or comparative ranking. Do not send screening and evaluation together.

Discover Products compatibility

discover_products is a convenience view over the same seller fan-out and evaluation engine. Passing its optional evaluation field enables the same disposition, enrichment, refinement, and ranking behavior, projected into the Discover response shape. Without evaluation, Discover preserves its existing enrichment, relevance, ordering, and refinement behavior. Existing Discover clients do not need to migrate to keep their current behavior.

Proposals and products

Canonical AdCP proposals reference sibling products through allocation product_id values; they do not duplicate complete product objects. Evaluation resolves that graph automatically. A top-level product that is not allocated by any proposal remains a proposal-less candidate, principally for wholesale catalogs. pagination.max_results bounds the combined number of proposals and proposal-less products. Products referenced by a paged proposal accompany that proposal and do not consume another candidate slot, so the proposal graph is never split across pages. Interchange accepts at most 50 allocated products in one proposal. A response contains at most 100 total proposal and product objects; when complete proposal graphs reach that limit, the page returns fewer proposal candidates and the cursor continues from the next whole proposal. Both IDs are opaque and storefront-qualified:

{
  "products": [
    {
      "product_id": "sf1:42:...",
      "ext": {
        "interchange": {
          "storefront_id": "42",
          "source_product_id": "seller-product-7"
        }
      }
    }
  ],
  "proposals": [
    {
      "proposal_id": "sfp1:42:...",
      "allocations": [{ "product_id": "sf1:42:..." }],
      "ext": {
        "interchange": {
          "storefront_id": "42",
          "source_proposal_id": "seller-proposal-9",
          "evaluation": {
            "disposition": "accept",
            "evaluated": true,
            "confidence": 0.86,
            "reasons": ["Fits the brief and measurement requirements"],
            "enrichment": {
              "summary": "Premium UK sports video with measurable reach.",
              "strengths": ["Strong measurement"],
              "concerns": [],
              "labels": ["video", "sports"]
            },
            "ranking": {
              "rank": 1,
              "score": 0.91,
              "rationale": "Best combination of measurement and reach.",
              "provisional": false
            }
          }
        }
      }
    }
  ]
}

Pass qualified IDs back unchanged in refine and media-buy creation calls. When more than one seller or storefront is in scope, Interchange rejects an item-scoped refine instruction that uses an unqualified product or proposal ID. Request-scoped refine instructions still apply across the request.

Two storefronts can expose the same upstream product and therefore carry the same ext.interchange.source_product_id, including the same wh: value. Treat the top-level qualified product_id as the identity, and use the storefront_id and storefront_name from that same product when displaying provenance. Never merge or relabel results by source_product_id alone.

Stage or buy the result

The execution_id in the response is also the durable search/refinement record used by create_media_buys. Choose whole proposals and/or proposal-less products from that execution. The operation stages them on a DRAFT campaign—the campaign is the shopping cart and the parent of every media buy. Only proposals in the execution’s durable accepted set can be selected. Run get_products again before purchasing from an older execution that predates that set. Use an existing campaign cart:

{
  "productQueryId": "query-id",
  "campaign": { "campaignId": "campaign_123" },
  "mode": "stage",
  "selections": [
    {
      "kind": "proposal",
      "proposalId": "sfp1:42:...",
      "totalBudget": 40000
    },
    {
      "kind": "product",
      "productId": "sf1:57:...",
      "pricingOptionId": "cpm-standard",
      "budget": 10000,
      "bidPrice": 8.5
    }
  ]
}

Or provide campaign.create with the same required fields as a discovery-mode campaign (advertiserId, name, flightDates, and budget). Interchange creates the DRAFT campaign and returns its ID. Media buys are never standalone, even when the caller did not create a campaign first.

mode: "stage" updates the cart and prepares DRAFT media buys without contacting sellers.
mode: "execute" performs the same preparation, then sends each resulting buy to its originating storefront through ordinary bilateral AdCP create_media_buy calls.
replace: true replaces the cart selection before applying this batch; otherwise selections merge idempotently.

Use mode: "execute" when the selected result can be submitted immediately. When you need to inspect or customize per-buy creatives, dates, pacing, or optimization goals, use mode: "stage", make those changes on the returned DRAFT media buys, then call execute_campaign or repeat create_media_buys with the same campaign and selections using mode: "execute". Execution submits the prepared DRAFT directly; it does not rebuild it from the product query. One marketplace call may reach several sellers, but the seller calls are not one atomic transaction. The response reports mediaBuysExecuted, success, and per-buy errors. Retry the same request after a partial failure; completed buys are not dispatched again. A completed product query accepts only an unchanged retry of its recorded batch. To change the selection after execution, start a new get_products query. See Create media buys from a product query for the complete request and response contract.

Progressive responses

Seller responses arrive independently. Each response is a replacement snapshot:

revision increases as sellers settle or a refinement produces a new version;
provisional: true means replace your previous displayed result;
pending_agents identifies sellers still working;
accepted proposals may appear while other sellers remain pending;
proposals being refined are withheld;
no stable cursor is issued until results_complete: true;
storefront_results[].message preserves a seller’s explanation for a successful empty response, including when readiness prevents that storefront from transacting; do not interpret that case as “no matching inventory”;
the final cursor is scoped to the execution, revision, evaluation instructions, and offsets.

Response speed affects which sellers are visible in an early provisional revision, not which sellers are retained in the completed execution. Without comparative ranking, completed products use deterministic storefront-qualified identity ordering; when evaluation.ranking is present, the accepted cohort is ordered by that ranking instead. Poll with the returned execution identity:

{
  "buying_mode": "brief",
  "ext": {
    "interchange": {
      "execution_id": "query-id",
      "since_revision": 3
    }
  }
}

Do not append provisional pages. Replace the prior page with the new revision. Evaluation is idempotent by candidate version and instruction fingerprint. Polling an unchanged revision does not rerun or remeter it. A seller’s changed proposal is evaluated as a new candidate version.

Evaluation metadata and cost

The response reports evaluation separately from seller progress:

{
  "ext": {
    "interchange": {
      "evaluation": {
        "enabled": true,
        "status": "complete",
        "model_class": "fast",
        "evaluation_passes": 2,
        "ranking_passes": 1,
        "candidates_evaluated": 17,
        "candidates_ranked": 8,
        "accepted": 8,
        "rejected": 7,
        "refining": 0,
        "refinement_limit_reached": 2,
        "estimated_ius": 3,
        "charged_ius": 0,
        "billing_status": "calibrating"
      }
    }
  }
}

One Proposal Evaluation Pass evaluates a bounded batch of at most ten candidates. One Comparative Proposal Ranking Pass ranks at most 100 accepted candidates. We measure these value units rather than provider tokens. Both are currently calibrating, so charged_ius remains 0. Retrieval without evaluation reports billing_status: "included". If managed evaluation is unavailable, valid candidates pass through and the evaluation status becomes degraded; an infrastructure failure does not silently reject seller supply. Every pass-through candidate is explicitly marked ext.interchange.evaluation.evaluated: false (with confidence: 0), and the response guidance says so. Check evaluated before treating an accept as a judgment: evaluated: false means your evaluation instructions were not applied to that candidate — re-run the request or apply your own screening before buying on it.

Getting Started

Advertisers

Campaigns

Product Discovery

Webhooks

Creatives

Signals & Brand

Audiences & Inventory

Measurement & Conversions

Reporting & Activity

Planning & Governance

Connections

Account & Billing

Get products across storefronts

One protocol request, marketplace scale

Canonical options from older seller formats

Buyers

Sellers

Product-format resolvability

Choose `get_products` or Discover Products

Surfaces

Retrieval without evaluation

Request a smaller product projection

Evaluate and negotiate proposals

Discover Products compatibility

Proposals and products

Stage or buy the result

Progressive responses

Evaluation metadata and cost

​One protocol request, marketplace scale

​Canonical options from older seller formats

​Buyers

​Sellers

​Product-format resolvability

​Choose get_products or Discover Products

​Surfaces

​Retrieval without evaluation

​Request a smaller product projection

​Evaluate and negotiate proposals

​Discover Products compatibility

​Proposals and products

​Stage or buy the result

​Progressive responses

​Evaluation metadata and cost

One protocol request, marketplace scale

Canonical options from older seller formats

Buyers

Sellers

Product-format resolvability

Choose `get_products` or Discover Products

Surfaces

Retrieval without evaluation

Request a smaller product projection

Evaluate and negotiate proposals

Discover Products compatibility

Proposals and products

Stage or buy the result

Progressive responses

Evaluation metadata and cost