Murph
The agent you talk to. Murph helps you set up, train, and coach your
Merchandising Agent in plain language — never by hand-editing config. Same
Murph across the platform; different powers per role.
Your Merchandising Agent
Your seller. It meets buyers’ agents, reads their briefs, builds and
prices proposals in your voice, and runs the deal through — while you sleep.
It is what actually sells.
Two different “fives” — don’t conflate them. The Interchange hosts five
agent types (Buyer, Seller, Creative, Strategy, Governance). Your
Merchandising Agent is the Seller agent. This page is about the five jobs
that one agent does — which is a different list. In particular, the Govern
job below is your Merchandising Agent enforcing your rules; a Governance
agent is a separate marketplace participant (brand suitability, content
standards). Same word, different thing.
What it works from vs. how it sells
Every job has two sides:- What it works from — everything the agent draws on to sell. Some you set up (your profile, rules, approval settings); some you hand over (your rate card, sales decks, past proposals); and some is live — connect your ad server today, your OMS or CRM in time, and it works from active avails, real-time pricing, and current inventory, not a static snapshot.
- How it sells — what the Merchandising Agent does with all of it, live, for the buyer in front of it.
The five jobs
Represent
Your storefront sounds like you and sells with your judgment — not a generic bot. The Merchandising Agent carries your identity, values, and standards into every buyer conversation, so an agent that meets it is meeting your best salesperson. You shape it with Murph by authoring your Business Profile (who you are, what you sell, what you’ll never do) and your verified identity. Identity is resolved against the public registry, not free-typed.Business Profile & identity
How your storefront’s profile and resolved brand identity are stored. See also
identity documents.
Offer
It turns what you have into a proposal shaped for the buyer in front of it. Not a static rate card returned to everyone — the Merchandising Agent composes products from your inventory and signals to fit this brief, at this buyer’s price. You shape it with Murph by connecting inventory sources, defining the components and operating instructions (your merchandising rulebook), setting pricing and terms, and adding buyer instructions for buyers who get different treatment.Create products
Turn connected inventory into sellable products.
Operating instructions
The versioned rulebook that steers how the agent composes.
Buyer instructions
Per-buyer rules — discounts, notes — applied at composition time.
Discovery & proposals
How a brief becomes a proposal a buyer can select.
Govern
You decide what auto-clears, what it escalates to you, and what it never does — so the agent can act safely when no human is present. This is your judgment, delegated; it is not the platform governing you. You shape it with Murph by writing your acceptance policy and setting approval gates for media buys and creatives. On-policy work can clear automatically; anything outside your rules is held for you.Media-buy approvals
The queue and the auto-clear vs. escalate decision.
Creative reviews
How submitted creatives are evaluated against your policy.
Transact
It takes a fitting offer through to an executed buy — agent to agent. The Merchandising Agent agrees terms and runs the AdCP media-buy workflow to your connected sources; the Interchange handles settlement. This is the step where “submit-and-forward” becomes a closer. The mechanics of a buy’s lifecycle, and how money settles, live in their own guides.Media-buy lifecycle
How a buy moves from accepted to delivering to complete.
Billing & settlement
How the Interchange clears and pays out.
Learn
It gets better at selling your way the more it sells. Outcomes feed back: the Merchandising Agent reads what has been converting and shifts how it sells — for example, leaning into the negotiation posture that books best for a given buyer. Over time your agent encodes your distinctive way of selling. You see this through seller analytics — win rate, ask-to-book, which posture is converting — and Murph surfaces what the agent learned so you can adjust the rules above. The agent adapts how it sells; you stay in control of the rules it sells by.Seller analytics
Win rate, posture conversion, repeat buyers, and the signals behind them.
The five jobs at a glance
| Job | What it does for you | What it works from (with Murph) |
|---|---|---|
| Represent | Sells in your voice and judgment | Business Profile, verified identity |
| Offer | Builds a proposal for the buyer in front of it | Inventory sources, components, operating instructions, pricing, buyer instructions |
| Govern | Acts within your rules when you’re away | Acceptance policy, approval gates |
| Transact | Agrees terms, runs the buy, settles | Connected sources, billing setup |
| Learn | Gets sharper every deal | Seller analytics; Murph surfaces what changed |
Next steps
Storefront onboarding
Go from nothing to a live, selling Merchandising Agent.
Ask Murph
How you train and operate the agent through chat.
Storefront object
The operator’s map of everything a storefront holds.
Philosophy
The agent-first design choices behind v2.