Ask Murph - Interchange API

Murph is the assistant built into the Scope3 platform for storefront operators. It works alongside you in chat to set up your storefront, connect inventory sources, compose products, and surface the analytics you need to negotiate and sell. Murph is available to every storefront account — open the Ask Murph panel from your storefront workspace to start a conversation.

Murph is the operator-facing assistant. Buyers interact with your storefront through the Buyer API and the Merchandising Agent, not with Murph directly.

What Murph helps with

Area	What Murph does
Storefront setup	Walks you through onboarding, captures your business profile, and gets your storefront ready to sell.
Connecting inventory	Sends you to the secure forms for ad servers like Google Ad Manager, FreeWheel, and SpringServe, then verifies the connection.
Setup documents	Reads uploaded brand books, media kits, rate cards, and operating instructions so you don’t have to paste them into chat.
Merchandising	Helps compose products and tune negotiation defaults using your recent storefront outcomes.
Seller analytics	Surfaces win rate, buyer asks, top products, and recommended negotiation posture so you can see what’s working.
Sandbox testing	Runs and reports on sandbox test plans so you can validate behavior before going live.
Shared rooms	Turns a conversation into a shared room teammates in your organization can join.
Diagnostics	Opens source health, ADCP debug calls, test runs, and change history so product questions can be answered from live evidence.

Connecting your ad server

Murph guides you through connecting an upstream inventory source rather than asking you to hand over secrets in chat. For password- or token-based ad servers, Murph links you straight to the secure credential form, waits for you to submit, then runs a connection test to confirm the source can authenticate. For Google Ad Manager, no password is needed at all: Scope3 creates a service account dedicated to your account, and you grant that service-account email access inside your GAM network. Before walking you through the grant, Murph explains what access Scope3 needs, what it will not do, and what the granted role allows — and asks for your explicit consent first.

Scope3 stores only non-secret display fields for a connection. The upstream ad server holds the encrypted secret and mints short-lived tokens as needed. See Storefront onboarding for the full connection flow.

Uploading setup documents

You can upload PDFs, decks, spreadsheets, images, and text documents during a conversation. Murph summarizes them into structured facts instead of copying the raw contents back, so it can reference your brand book, rate card, or do-not-air list in later turns without re-reading the whole file. For brand books, Murph can identify brand-manifest candidates — name, website, colors, fonts, tone, tagline, and disclaimers — and help you draft or compare the fields that map into a brand.json. When you upload or link to canonical brand artifacts, Murph compares what it learns against the current AAO brand.json state and calls out new information, changed values, conflicts, and assets that still need public URLs. For logo images, Murph can upload the asset to AAO for review; pending uploads are tracked but are not used in brand.json until AAO approves and lists the public /assets/brands/... URL. Murph can preview the exact brand.json update and, after you confirm it, publish it to AAO for your verified storefront operator domain.

File attachments

Murph accepts file attachments on a per-turn basis, with these limits:

video/mp4 files are accepted up to 50 MB decoded size. Every other attachment type is capped at 5 MB decoded size.
The total decoded payload across all files on a single turn is capped at 50 MB, even when you attach more than one file.

MP4 uploads are treated as transient creative assets for the current turn. Murph hands them to creative tools through murph-attachment:// placeholders and a short uploaded-file summary — the raw video bytes are never sent to the model as text or content. Attachments are not persisted to conversation history, so if a follow-up turn needs the same file, attach it again or first write it into durable Interchange state through a creative tool.

Stopping a response

While Murph is working on a turn, a Stop control appears in the composer. Pressing it ends the turn right away instead of making you wait for it to finish — useful when a request is taking longer than you want, or when you’d rather rephrase and ask again. Stopping halts Murph at the next step in its work. A step already underway — a model response or a tool call that is mid-flight — runs to completion; Murph stops before starting the next one.

Stopping does not undo work Murph already completed on that turn. If Murph had already made a change before you pressed Stop — for example, applying a setting or saving a value — that change stands. Stopping only prevents the remaining steps. The reply on a stopped turn says so. To control a durable write before it happens, use Murph confirmations, where protected writes wait for your explicit approval.

A chat response for a halted turn includes stopped: true. It is omitted on turns that run to completion.

Seller analytics and merchandising

Ask Murph for seller analytics and it can show your recent performance — win rate, buyer asks, top surfaced products, and the commercial outcomes attributed to your discovery runs. Murph turns that history into directional negotiation guidance and a recommended posture, and the same recent outcomes can tune the Merchandising Agent’s negotiation defaults when composing products. Your human operating instructions always remain authoritative over these historical defaults — Murph’s analytics inform the suggestion, they don’t override your rules.

Escalations

When Murph files an escalation, chat responses include an escalation artifact with the filed status and, when available, the linked Linear issue. Clients should check linearVisibility before rendering Linear references.

{
  "escalated": true,
  "escalation": {
    "linearIdentifier": "MURPH-123",
    "linearUrl": "https://linear.app/scope3/issue/MURPH-123/example",
    "linearVisibility": "visible",
    "slackPosted": true,
    "severity": "medium"
  }
}

linearVisibility can be:

Value	Meaning
`visible`	`linearIdentifier` and `linearUrl` may be shown to the caller.
`hidden_for_role`	Linear exists, but the current caller is not allowed to see the Linear reference. Treat `linearIdentifier` and `linearUrl` as hidden, not missing.
`unavailable`	Linear was not configured, failed, or did not return a reference.

Working in the Dashboard

Ask Murph includes dashboard surfaces so you can review your state without leaving Murph. Sellers can open Dashboard from the storefront rail, or ask Murph for seller analytics. It opens the current seller analytics widget in chat, showing recent performance, buyer brief outcomes, delivery, and merchandising guidance from the same storefront analytics surface. Buyers see a separate Dashboard view with Overview, Reporting, Activity, Creatives, and Planning briefs when enabled, plus an advertiser selector to scope each tab to a single advertiser. Buyers also get a Browse storefronts item in the sidebar that opens the full marketplace browse page inside the Murph shell.

Working in Diagnostics

Ask Murph also includes a Diagnostics view under the Help menu. Use it when you need the evidence behind a product or setup question, especially for third-party sales-agent inventory sources. The Debug calls tab shows recent ADCP protocol activity for connected sales agents. You can open it directly with:

https://interchange.io/<account-id>/murph?view=diagnostics&diagnosticsTab=debug-calls

To start a diagnostic conversation instead of just opening the panel, use:

https://interchange.io/<account-id>/murph?askMurph=third_party_sales_agent_diagnostics

For the full workflow, see Diagnose third-party sales agents.

Murph in Slack

Scope3 can invite Murph into a shared Slack channel with your team. A channel is connected to exactly one account; once connected, Murph answers account questions there with that account’s data. Tag @Murph, use /murph, or send Murph a direct message when you want a response. You can include a supported file with an @Murph request or in a DM for Murph to review. A top-level file uploaded to the shared channel without a caption is treated as ambient channel content, so Murph stays silent. Ordinary replies between people stay ambient too, even when they include account-specific troubleshooting details. Murph uses the Slack thread as the durable conversation. When a follow-up is posted as a new top-level message instead of inside the original thread, Murph also reads a small window of nearby channel messages so it can understand what the follow-up refers to. Those nearby messages are context only; they never change which account or tools the speaker is allowed to use. Not every participant in a shared channel has to be an Interchange user. If a participant’s Slack email is not linked to an Interchange account, Murph can still answer general product and documentation questions using the nearby channel context. It cannot read account data, file reports, save preferences, or make changes for that participant. Account-specific work requires a linked Interchange user. Murph links unlinked participants to the Interchange signup and access-request flow. In a privately connected account channel, the participant receives a private Request access from admin button without re-entering their email; Murph uses the email supplied by Slack and asks that account’s admins to approve the request. Shared multi-company channels do not infer an account from the channel, so they continue to use the email-verified signup flow. Because a Slack channel can include people from outside your organization, Murph regularly checks who can read each connected channel. If the members of a channel span more than one account — for example, a channel shared between a buyer and a publisher they work with — Murph pauses account-specific answers in that channel and says so, rather than showing one account’s data to another company. General product questions and DMs are unaffected. A Scope3 admin then reviews the channel: they can re-confirm it for account use or leave it as a general-questions channel. If your channel was paused and you believe the audience is expected, ask your Scope3 contact to review it.

Deliberately shared channels

Some channels are shared with another company on purpose — for example, a channel between a buyer and a publisher they work with. A Scope3 admin can mark such a channel as shared, naming the other company as the expected counterparty. In a shared channel, Murph:

Discusses the relationship freely — supply you’ve asked to track for that counterparty, whether it’s ready, and general product questions.
Keeps everything else out of the channel. Your other sellers, campaigns, advertisers, spend, and account settings are never discussed there — Murph redirects those questions to a DM or your private channel. Supply tracking in the channel works only for the counterparty’s own domains.
Lets you approve specific exceptions. If a campaign of yours is relevant to the shared work, you can tell Murph to share it in the channel. Murph asks you to confirm explicitly — “Is it okay to share this campaign’s details here?” — and only someone from the owning company can approve. Once approved, its settings-level details (name, status, flight dates, budget) stay discussable in that channel until you say “stop sharing it here.” Every approval and revocation is recorded.
Keeps watching the room. If someone from a third company appears in the channel, Murph pauses account answers again until an admin reviews.

Storefront onboarding

The end-to-end flow for standing up a storefront and connecting inventory.

Storefront object guide

The storefront resource, business profile, and seller analytics fields.

Sandbox

Test plans and diagnostics for validating your storefront before launch.

Shared Murph rooms

Bring teammates into a Murph conversation with a shareable room link.

Third-party agent diagnostics

Find source health, recent ADCP debug calls, and missing diagnostic gaps.

Murph user preferences

Set Murph’s default language and read display preferences for the current user.

Conversation scope

Bind a Murph conversation to your account or a single advertiser.

Management UI

Navigate the platform dashboard for members, keys, and accounts.

​What Murph helps with

​Connecting your ad server

​Uploading setup documents

​File attachments

​Stopping a response

​Seller analytics and merchandising

​Escalations

​Working in the Dashboard

​Working in Diagnostics

​Murph in Slack

​Deliberately shared channels

Storefront onboarding

Storefront object guide

Sandbox

Shared Murph rooms

Third-party agent diagnostics

Murph user preferences

Conversation scope

Management UI

What Murph helps with

Connecting your ad server

Uploading setup documents

File attachments

Stopping a response

Seller analytics and merchandising

Escalations

Working in the Dashboard

Working in Diagnostics

Murph in Slack

Deliberately shared channels