Media buyer

# Where this abstract agent stops

Does not change creative - it requests replacements from the producing
agents. Does not set the budget it spends. Does not touch organic
publishing.

## What always goes to a person

- any move past its cap, before the money moves
- pacing that the budget cannot survive
- an ad rejected by a platform for policy - people decide whether to
  contest or rewrite

# The records this abstract agent must leave

This is the contract. An agent implementing `media-buyer` leaves the
following behind, on every run.

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

An agent that leaves less than this does not implement `media-buyer`,
whatever else it does well.

# The systems this abstract agent needs

Three systems, named by role rather than by product. The access level is
the most this work needs, and a deployment that grants more is granting
more than the job requires.

| Role | Access | What the access is for |
|---|---|---|
| ad platforms | write | Cap: an amount per day it may move without asking, set by the adopting organization. |
| analytics | read |  |
| tracking and URL tooling | write |  |

Whoever builds an agent from this plugin writes the `mcp.json` that
points these roles at their own systems. Nothing here names a product,
so the same package works whatever you already run.

# media-buyer

This is an abstract agent, published as an Agent Plugin. An abstract
agent is a job description rather than an implementation. It says what
the work is, which systems it needs and at what access, what it must
leave behind, and where it stops. Any agent that leaves the records can
implement it.

The plugin carries 30 skills, no `mcp.json`, and everything the abstract
agent owes under `com.agentcatalog.agent/`.

## Why there is no mcp.json

A conformant server entry in `mcp.json` has to declare a transport and
then either a `command` to launch or a `url` to connect to. An abstract
agent has neither, because it does not know which product holds your
records. Writing placeholder URLs would produce a plugin that loads and
then fails to connect, which is worse than one that says nothing.

Section 6.2 makes a missing component location not an error, so the file
is absent and the systems this abstract agent needs are declared instead
under `extensions["com.agentcatalog.agent"].servers`, as a role, an
access level and what the access is for. Whoever builds an agent from
this plugin writes the `mcp.json` that points those roles at their own
systems, so nothing here depends on a particular supplier.

## Why the obligations are in an extension

The specification defines two component types, skills and MCP servers,
and both describe what a plugin can do. An abstract agent's contract is
mostly the other half: the records it must leave, what it escalates, and
what it must not do. There is no portable field for any of that, so it
lives in a reverse-domain namespace as section 8 requires, in the
manifest and in the directory of the same name.

## Where this abstract agent is used

`ref/mkt/account-based-play`, `ref/mkt/annual-marketing-plan`,
`ref/mkt/co-marketing-campaign`, `ref/mkt/develop-marketing-strategy`,
`ref/mkt/display-retargeting`, `ref/mkt/field-event`, and 24 more. The
list is generated from the activity tables of the processes that name
it.

https://agentcatalog.com/abstract-agents/media-buyer

---
name: account-for-what-was-spent
description: Reports what the paid buy spent by campaign and channel and what came back from it, and confirms the figures that name the buy in another agent's report before that report goes out. Use it when running `ref/mkt/marketing-performance-report`.
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Account for what was spent

## What it does

Reports what the paid buy spent by campaign and channel and what came
back from it, and confirms the figures that name the buy in another
agent's report before that report goes out.

## Where it happens

The agent does this in two activities across one reference process. Each
one names the activity as that process words it.

- **Account for the Paid Spend**
  - `ref/mkt/marketing-performance-report`, activity 4 -
    [Report Marketing Performance](../../../../processes/marketing/marketing-performance-report.md)
- **Check the Account**
  - `ref/mkt/marketing-performance-report`, activity 12 -
    [Report Marketing Performance](../../../../processes/marketing/marketing-performance-report.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: adjust-a-live-buy
description: Changes a buy that is already running. Use it when running `ref/mkt/paid-search-campaign` and 3 other reference processes.
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Adjust a live buy

## What it does

Changes a buy that is already running. It moves money between lines and
systems, resets daily limits so each flight lands on its date, moves
bids, swaps out creative that has gone stale, and turns wasted terms and
unwanted inventory into exclusions.

## Where it happens

The agent does this in five activities across four reference processes.
Each one names the activity as that process words it.

- **Apply the Exclusions**
  - `ref/mkt/verify-ad-placement`, activity 10 -
    [Verify Ad Placement Quality](../../../../processes/marketing/verify-ad-placement.md)
- **Correct the Pacing**
  - `ref/mkt/reallocate-media-spend`, activity 11 -
    [Reallocate Media Spend](../../../../processes/marketing/reallocate-media-spend.md)
- **Move the Money in the Platforms**
  - `ref/mkt/reallocate-media-spend`, activity 10 -
    [Reallocate Media Spend](../../../../processes/marketing/reallocate-media-spend.md)
- **Optimize**
  - `ref/mkt/social-campaign`, activity 11 -
    [Run Social Media Campaign](../../../../processes/marketing/social-campaign.md)
- **Tune the Bids and Terms**
  - `ref/mkt/paid-search-campaign`, activity 10 -
    [Run Paid Search Campaign](../../../../processes/marketing/paid-search-campaign.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: brief-the-agents-that-will-spend
description: "Opens a run by telling every agent that will spend the same thing at once: what the plan is, what each of them owes against it, and by when. Use it when running `ref/mkt/annual-marketing-plan` and 3 other reference processes."
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Brief the agents that will spend

## What it does

Opens a run by telling every agent that will spend the same thing at
once: what the plan is, what each of them owes against it, and by when.

## Where it happens

The agent does this in three activities across four reference processes.
Each one names the activity as that process words it.

- **Brief the Build**
  - `ref/mkt/target-audience-segment`, activity 7 -
    [Build Target Audience Segment](../../../../processes/marketing/target-audience-segment.md)
- **Brief the Department**
  - `ref/mkt/annual-marketing-plan`, activity 15 -
    [Build Annual Marketing Plan](../../../../processes/marketing/annual-marketing-plan.md)
  - `ref/mkt/quarterly-business-review`, activity 15 -
    [Conduct Quarterly Business Review](../../../../processes/marketing/quarterly-business-review.md)
- **Hand the Plan to the Buying Agents**
  - `ref/mkt/media-plan`, activity 13 -
    [Develop Media Plan](../../../../processes/marketing/media-plan.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: build-the-campaigns-in-the-platforms
description: "Builds the buy in the systems that will run it: campaigns, ad sets and ads named to the plan line they answer to, the audiences loaded, the schedule set, and each piece of creative sized to what its placement takes. Use it when running `ref/mkt/account-based-play` and 5 other reference processes."
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Build the campaigns in the platforms

## What it does

Builds the buy in the systems that will run it: campaigns, ad sets and
ads named to the plan line they answer to, the audiences loaded, the
schedule set, and each piece of creative sized to what its placement
takes.

## Where it happens

The agent does this in seven activities across six reference processes.
Each one names the activity as that process words it.

- **Build the Ad Units**
  - `ref/mkt/traffic-ad-creative`, activity 12 -
    [Traffic Ad Creative](../../../../processes/marketing/traffic-ad-creative.md)
- **Prep the Channels**
  - `ref/mkt/product-launch`, activity 6 -
    [Launch Product](../../../../processes/marketing/product-launch.md)
- **Read the Placement Specifications**
  - `ref/mkt/traffic-ad-creative`, activity 2 -
    [Traffic Ad Creative](../../../../processes/marketing/traffic-ad-creative.md)
- **Set up Each Side's Distribution**
  - `ref/mkt/co-marketing-campaign`, activity 11 -
    [Run Co-Marketing Campaign](../../../../processes/marketing/co-marketing-campaign.md)
- **Set up the Paid Buy**
  - `ref/mkt/account-based-play`, activity 11 -
    [Run Account-Based Play](../../../../processes/marketing/account-based-play.md)
- **Set up the Practical Side**
  - `ref/mkt/social-campaign`, activity 7 -
    [Run Social Media Campaign](../../../../processes/marketing/social-campaign.md)
- **Set up the Sending**
  - `ref/mkt/win-back-campaign`, activity 12 -
    [Run Win-Back Campaign](../../../../processes/marketing/win-back-campaign.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: call-a-test-and-roll-out-the-winner
description: Reads a finished test against the bar that was set and says whether there is a winner, no difference, or more time needed, then puts the winning version in place of what was running and turns the rest off. Use it when running `ref/mkt/test-ad-creative`.
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Call a test and roll out the winner

## What it does

Reads a finished test against the bar that was set and says whether
there is a winner, no difference, or more time needed, then puts the
winning version in place of what was running and turns the rest off.

## Where it happens

The agent does this in two activities across one reference process. Each
one names the activity as that process words it.

- **Call the Winner**
  - `ref/mkt/test-ad-creative`, activity 16 -
    [Test Ad Creative](../../../../processes/marketing/test-ad-creative.md)
- **Roll out the Winner**
  - `ref/mkt/test-ad-creative`, activity 17 -
    [Test Ad Creative](../../../../processes/marketing/test-ad-creative.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: change-a-published-price
description: Finds every live page, ad and asset that names a price and changes it, puts the new pages up, and points the old addresses at them. Use it when running `ref/mkt/pricing-change`.
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Change a published price

## What it does

Finds every live page, ad and asset that names a price and changes it,
puts the new pages up, and points the old addresses at them.

## Where it happens

The agent does this in two activities across one reference process. Each
one names the activity as that process words it.

- **Change the Public Price**
  - `ref/mkt/pricing-change`, activity 12 -
    [Launch Pricing Change](../../../../processes/marketing/pricing-change.md)
- **Restate the Price Everywhere It Is Published**
  - `ref/mkt/pricing-change`, activity 7 -
    [Launch Pricing Change](../../../../processes/marketing/pricing-change.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: collect-what-each-area-asks-for
description: Asks every area what it wants to run or change, in one format and against one due date, and puts the answers into a single list. Use it when running `ref/mkt/annual-marketing-plan`, `ref/mkt/quarterly-business-review` and `ref/mkt/set-marketing-budget`.
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Collect what each area asks for

## What it does

Asks every area what it wants to run or change, in one format and
against one due date, and puts the answers into a single list.

## Where it happens

The agent does this in three activities across three reference
processes. Each one names the activity as that process words it.

- **Ask Each Area What It Would Change**
  - `ref/mkt/quarterly-business-review`, activity 8 -
    [Conduct Quarterly Business Review](../../../../processes/marketing/quarterly-business-review.md)
- **Collect What Each Function Asks For**
  - `ref/mkt/set-marketing-budget`, activity 4 -
    [Set Marketing Budget](../../../../processes/marketing/set-marketing-budget.md)
- **Collect the Candidate Initiatives**
  - `ref/mkt/annual-marketing-plan`, activity 6 -
    [Build Annual Marketing Plan](../../../../processes/marketing/annual-marketing-plan.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: decide-who-the-buy-goes-after
description: "Decides what the buy targets: the audience each channel is bought against, the terms to bid on and how they are grouped, and who is kept out or must not overlap. Use it when running `ref/mkt/media-plan`, `ref/mkt/paid-search-campaign` and `ref/mkt/target-audience-segment`."
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Decide who the buy goes after

## What it does

Decides what the buy targets: the audience each channel is bought
against, the terms to bid on and how they are grouped, and who is kept
out or must not overlap.

## Where it happens

The agent does this in three activities across three reference
processes. Each one names the activity as that process words it.

- **Build the Keyword Plan**
  - `ref/mkt/paid-search-campaign`, activity 3 -
    [Run Paid Search Campaign](../../../../processes/marketing/paid-search-campaign.md)
- **Name the Exclusions**
  - `ref/mkt/target-audience-segment`, activity 5 -
    [Build Target Audience Segment](../../../../processes/marketing/target-audience-segment.md)
- **Set the Channel Audience Targets**
  - `ref/mkt/media-plan`, activity 10 -
    [Develop Media Plan](../../../../processes/marketing/media-plan.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: design-a-creative-test
description: "Designs a test of one change: what is being changed and what it should improve, how many variants there are, how the traffic splits, where they run, and how much exposure has to build up before the result counts. Use it when running `ref/mkt/test-ad-creative`."
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Design a creative test

## What it does

Designs a test of one change: what is being changed and what it should
improve, how many variants there are, how the traffic splits, where they
run, and how much exposure has to build up before the result counts.

## Where it happens

The agent does this in three activities across one reference process.
Each one names the activity as that process words it.

- **Design the Comparison**
  - `ref/mkt/test-ad-creative`, activity 4 -
    [Test Ad Creative](../../../../processes/marketing/test-ad-creative.md)
- **Name the Change to Test**
  - `ref/mkt/test-ad-creative`, activity 3 -
    [Test Ad Creative](../../../../processes/marketing/test-ad-creative.md)
- **Set the Evidence Bar**
  - `ref/mkt/test-ad-creative`, activity 5 -
    [Test Ad Creative](../../../../processes/marketing/test-ad-creative.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: draft-the-options-for-moving-the-money
description: Puts up two or three ways the money could be split across channels or moved between lines, saying for each one which lines give money up and which lines take it. Use it when running `ref/mkt/media-plan` and `ref/mkt/reallocate-media-spend`.
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Draft the options for moving the money

## What it does

Puts up two or three ways the money could be split across channels or
moved between lines, saying for each one which lines give money up and
which lines take it.

## Where it happens

The agent does this in two activities across two reference processes.
Each one names the activity as that process words it.

- **Draft the Candidate Mixes**
  - `ref/mkt/media-plan`, activity 6 -
    [Develop Media Plan](../../../../processes/marketing/media-plan.md)
- **Name the Candidate Moves**
  - `ref/mkt/reallocate-media-spend`, activity 4 -
    [Reallocate Media Spend](../../../../processes/marketing/reallocate-media-spend.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: hand-a-decision-to-the-agents-that-act
description: Passes a settled decision to each agent that has to act on it, including the money it has been given and the rules that come with it, and takes back what each one says it will change. Use it when running `ref/mkt/develop-marketing-strategy` and 4 other reference processes.
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Hand a decision to the agents that act

## What it does

Passes a settled decision to each agent that has to act on it, including
the money it has been given and the rules that come with it, and takes
back what each one says it will change.

## Where it happens

The agent does this in five activities across five reference processes.
Each one names the activity as that process words it.

- **Hand over the Commitments**
  - `ref/mkt/prioritize-initiatives`, activity 15 -
    [Prioritize Marketing Initiatives](../../../../processes/marketing/prioritize-initiatives.md)
- **Hand over the Profile**
  - `ref/mkt/ideal-customer-profile`, activity 15 -
    [Define Ideal Customer Profile](../../../../processes/marketing/ideal-customer-profile.md)
- **Hand over the Segments**
  - `ref/mkt/segment-the-market`, activity 16 -
    [Segment the Market](../../../../processes/marketing/segment-the-market.md)
- **Hand the Strategy to the Work that Follows**
  - `ref/mkt/develop-marketing-strategy`, activity 15 -
    [Develop Marketing Strategy](../../../../processes/marketing/develop-marketing-strategy.md)
- **Tell Every Function What It Has**
  - `ref/mkt/set-marketing-budget`, activity 14 -
    [Set Marketing Budget](../../../../processes/marketing/set-marketing-budget.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: lay-out-what-runs-when
description: "Lays the agreed work across the calendar: what runs on which dates and channels, at what weight, and who owes what when more than one party is paying. Use it when running `ref/mkt/annual-marketing-plan` and `ref/mkt/co-marketing-campaign`."
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Lay out what runs when

## What it does

Lays the agreed work across the calendar: what runs on which dates and
channels, at what weight, and who owes what when more than one party is
paying.

## Where it happens

The agent does this in two activities across two reference processes.
Each one names the activity as that process words it.

- **Build the Calendar**
  - `ref/mkt/annual-marketing-plan`, activity 11 -
    [Build Annual Marketing Plan](../../../../processes/marketing/annual-marketing-plan.md)
- **Plan the Joint Campaign**
  - `ref/mkt/co-marketing-campaign`, activity 3 -
    [Run Co-Marketing Campaign](../../../../processes/marketing/co-marketing-campaign.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: line-up-the-page-the-ad-points-at
description: Makes sure the page behind an ad answers what that ad was bought for, and gives the campaign the address and the tracking that go with it. Use it when running `ref/mkt/landing-page` and `ref/mkt/paid-search-campaign`.
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Line up the page the ad points at

## What it does

Makes sure the page behind an ad answers what that ad was bought for,
and gives the campaign the address and the tracking that go with it.

## Where it happens

The agent does this in two activities across two reference processes.
Each one names the activity as that process words it.

- **Hand It to the Campaign**
  - `ref/mkt/landing-page`, activity 12 -
    [Publish Landing Page](../../../../processes/marketing/landing-page.md)
- **Ready the Landing Pages**
  - `ref/mkt/paid-search-campaign`, activity 5 -
    [Run Paid Search Campaign](../../../../processes/marketing/paid-search-campaign.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: load-an-audience-list-into-the-platforms
description: Formats an audience list for each system it is going to, delivers it, confirms it arrived, and reports how much of the list each one could actually match and reach. Use it when running `ref/mkt/segment-the-market` and `ref/mkt/target-audience-segment`.
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Load an audience list into the platforms

## What it does

Formats an audience list for each system it is going to, delivers it,
confirms it arrived, and reports how much of the list each one could
actually match and reach.

## Where it happens

The agent does this in three activities across two reference processes.
Each one names the activity as that process words it.

- **Confirm the Match**
  - `ref/mkt/target-audience-segment`, activity 14 -
    [Build Target Audience Segment](../../../../processes/marketing/target-audience-segment.md)
- **Hand the List to the Platforms**
  - `ref/mkt/target-audience-segment`, activity 13 -
    [Build Target Audience Segment](../../../../processes/marketing/target-audience-segment.md)
- **Test Whether Each Segment Can Be Reached**
  - `ref/mkt/segment-the-market`, activity 10 -
    [Segment the Market](../../../../processes/marketing/segment-the-market.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: match-the-records-against-the-books
description: Sets the spend the systems recorded against what the books say and clears the differences the buy's own records already explain, leaving only the ones that need an answer from outside. Use it when running `ref/mkt/marketing-performance-report`, `ref/mkt/paid-search-campaign` and `ref/mkt/reconcile-media-spend`.
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Match the records against the books

## What it does

Sets the spend the systems recorded against what the books say and
clears the differences the buy's own records already explain, leaving
only the ones that need an answer from outside.

## Where it happens

The agent does this in two activities across three reference processes.
Each one names the activity as that process words it.

- **Clear the Explained Differences**
  - `ref/mkt/reconcile-media-spend`, activity 8 -
    [Reconcile Media Spend](../../../../processes/marketing/reconcile-media-spend.md)
- **Reconcile the Spend**
  - `ref/mkt/marketing-performance-report`, activity 10 -
    [Report Marketing Performance](../../../../processes/marketing/marketing-performance-report.md)
  - `ref/mkt/paid-search-campaign`, activity 11 -
    [Run Paid Search Campaign](../../../../processes/marketing/paid-search-campaign.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: promote-a-run-with-paid-media
description: Runs the paid push behind an event, a session or a piece of content, pointed at whatever counts as a response, such as a registration or a read. Use it when running `ref/mkt/field-event` and 3 other reference processes.
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Promote a run with paid media

## What it does

Runs the paid push behind an event, a session or a piece of content,
pointed at whatever counts as a response, such as a registration or a
read.

## Where it happens

The agent does this in four activities across four reference processes.
Each one names the activity as that process words it.

- **Promote the Conference**
  - `ref/mkt/user-conference`, activity 8 -
    [Host User Conference](../../../../processes/marketing/user-conference.md)
- **Promote the Event**
  - `ref/mkt/field-event`, activity 9 -
    [Host Field Event](../../../../processes/marketing/field-event.md)
- **Promote the Piece**
  - `ref/mkt/long-form-content`, activity 15 -
    [Produce Long-Form Content](../../../../processes/marketing/long-form-content.md)
- **Promote the Session**
  - `ref/mkt/webinar`, activity 8 -
    [Produce Webinar](../../../../processes/marketing/webinar.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: pull-the-record-of-what-actually-ran
description: "Pulls the record of what happened out of each system: what was ordered and at which rates, what was recorded as delivered and spent, and every site, app and channel the ads actually ran on. Use it when running `ref/mkt/reconcile-media-spend` and `ref/mkt/verify-ad-placement`."
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Pull the record of what actually ran

## What it does

Pulls the record of what happened out of each system: what was ordered
and at which rates, what was recorded as delivered and spent, and every
site, app and channel the ads actually ran on.

## Where it happens

The agent does this in three activities across two reference processes.
Each one names the activity as that process words it.

- **Pull the Delivery Record**
  - `ref/mkt/reconcile-media-spend`, activity 3 -
    [Reconcile Media Spend](../../../../processes/marketing/reconcile-media-spend.md)
- **Pull the Order Record**
  - `ref/mkt/reconcile-media-spend`, activity 4 -
    [Reconcile Media Spend](../../../../processes/marketing/reconcile-media-spend.md)
- **Pull the Placement Record**
  - `ref/mkt/verify-ad-placement`, activity 4 -
    [Verify Ad Placement Quality](../../../../processes/marketing/verify-ad-placement.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: put-numbers-on-what-is-being-asked-for
description: Puts cost and expected return on each request, initiative or proposed change, with the assumptions written underneath and what it would displace. Use it when running `ref/mkt/annual-marketing-plan` and 4 other reference processes.
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Put numbers on what is being asked for

## What it does

Puts cost and expected return on each request, initiative or proposed
change, with the assumptions written underneath and what it would
displace. It also reads the terms behind money already placed, so a
proposal to pull that money out carries the notice, the minimums, the
rate tiers and the cancellation cost.

## Where it happens

The agent does this in five activities across five reference processes.
Each one names the activity as that process words it.

- **Check What a Move Would Cost**
  - `ref/mkt/reallocate-media-spend`, activity 5 -
    [Reallocate Media Spend](../../../../processes/marketing/reallocate-media-spend.md)
- **Price the Requests**
  - `ref/mkt/set-marketing-budget`, activity 5 -
    [Set Marketing Budget](../../../../processes/marketing/set-marketing-budget.md)
- **Put Numbers on Each Initiative**
  - `ref/mkt/annual-marketing-plan`, activity 7 -
    [Build Annual Marketing Plan](../../../../processes/marketing/annual-marketing-plan.md)
- **Put Numbers on Each Request**
  - `ref/mkt/prioritize-initiatives`, activity 7 -
    [Prioritize Marketing Initiatives](../../../../processes/marketing/prioritize-initiatives.md)
- **Put Numbers on the Proposed Changes**
  - `ref/mkt/quarterly-business-review`, activity 9 -
    [Conduct Quarterly Business Review](../../../../processes/marketing/quarterly-business-review.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: read-back-what-is-set-against-what-was-agreed
description: Reads what is actually set in the systems and compares it with what was decided, covering caps, pools, exclusions, splits, tags, variants and budgets, then reports anything that does not match. Use it when running `ref/mkt/display-retargeting` and 3 other reference processes.
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Read back what is set against what was agreed

## What it does

Reads what is actually set in the systems and compares it with what was
decided, covering caps, pools, exclusions, splits, tags, variants and
budgets, then reports anything that does not match.

## Where it happens

The agent does this in three activities across four reference processes.
Each one names the activity as that process words it.

- **Check the Buy Before Switch-On**
  - `ref/mkt/display-retargeting`, activity 12 -
    [Run Display Retargeting Campaign](../../../../processes/marketing/display-retargeting.md)
  - `ref/mkt/traffic-ad-creative`, activity 14 -
    [Traffic Ad Creative](../../../../processes/marketing/traffic-ad-creative.md)
- **Check the Change Took**
  - `ref/mkt/reallocate-media-spend`, activity 12 -
    [Reallocate Media Spend](../../../../processes/marketing/reallocate-media-spend.md)
- **Check the Test Before Switch-On**
  - `ref/mkt/test-ad-creative`, activity 12 -
    [Test Ad Creative](../../../../processes/marketing/test-ad-creative.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: read-what-a-channel-costs-and-delivers
description: "Gathers the evidence behind a buying decision: what each channel has cost, delivered and returned, what the creative in flight is delivering by placement, and what people search for and what a click on those terms costs. Use it when running `ref/mkt/media-plan`, `ref/mkt/paid-search-campaign` and `ref/mkt/test-ad-creative`."
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Read what a channel costs and delivers

## What it does

Gathers the evidence behind a buying decision: what each channel has
cost, delivered and returned, what the creative in flight is delivering
by placement, and what people search for and what a click on those terms
costs.

## Where it happens

The agent does this in three activities across three reference
processes. Each one names the activity as that process words it.

- **Gather the Channel Evidence**
  - `ref/mkt/media-plan`, activity 5 -
    [Develop Media Plan](../../../../processes/marketing/media-plan.md)
- **Read the Current Performance**
  - `ref/mkt/test-ad-creative`, activity 2 -
    [Test Ad Creative](../../../../processes/marketing/test-ad-creative.md)
- **Research the Search Demand**
  - `ref/mkt/paid-search-campaign`, activity 2 -
    [Run Paid Search Campaign](../../../../processes/marketing/paid-search-campaign.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: read-what-is-committed-and-what-is-free
description: Reports what the period has already committed, what has been spent against it, and what is still free to place. Use it when running `ref/mkt/plan-marketing-capacity`, `ref/mkt/prioritize-initiatives` and `ref/mkt/reallocate-media-spend`.
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Read what is committed and what is free

## What it does

Reports what the period has already committed, what has been spent
against it, and what is still free to place.

## Where it happens

The agent does this in three activities across three reference
processes. Each one names the activity as that process words it.

- **List the Committed Work**
  - `ref/mkt/plan-marketing-capacity`, activity 2 -
    [Plan Marketing Capacity](../../../../processes/marketing/plan-marketing-capacity.md)
- **Read the Current Position**
  - `ref/mkt/reallocate-media-spend`, activity 3 -
    [Reallocate Media Spend](../../../../processes/marketing/reallocate-media-spend.md)
- **Work out What Is Free**
  - `ref/mkt/prioritize-initiatives`, activity 5 -
    [Prioritize Marketing Initiatives](../../../../processes/marketing/prioritize-initiatives.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: record-what-is-running
description: "Writes down at a version what is live: which creative runs on which line, and the pools, caps and exclusions in force behind it. Use it when running `ref/mkt/display-retargeting` and `ref/mkt/traffic-ad-creative`."
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Record what is running

## What it does

Writes down at a version what is live: which creative runs on which
line, and the pools, caps and exclusions in force behind it.

## Where it happens

The agent does this in two activities across two reference processes.
Each one names the activity as that process words it.

- **Record What Is Live**
  - `ref/mkt/traffic-ad-creative`, activity 17 -
    [Traffic Ad Creative](../../../../processes/marketing/traffic-ad-creative.md)
- **Record What Is in Force**
  - `ref/mkt/display-retargeting`, activity 16 -
    [Run Display Retargeting Campaign](../../../../processes/marketing/display-retargeting.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: record-what-was-learned
description: Closes a run with what to check first the next time, naming the lines and the issuers that caused the most work. Use it when running `ref/mkt/reconcile-media-spend` and `ref/mkt/verify-ad-placement`.
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Record what was learned

## What it does

Closes a run with what to check first the next time, naming the lines
and the issuers that caused the most work.

## Where it happens

The agent does this in one activity across two reference processes. Each
one names the activity as that process words it.

- **Record What Was Learned**
  - `ref/mkt/reconcile-media-spend`, activity 14 -
    [Reconcile Media Spend](../../../../processes/marketing/reconcile-media-spend.md)
  - `ref/mkt/verify-ad-placement`, activity 15 -
    [Verify Ad Placement Quality](../../../../processes/marketing/verify-ad-placement.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: set-how-the-buy-delivers
description: Sets the dates each line runs, the money it may spend a day, how the versions rotate, and how often one person may see an ad and for how long. Use it when running `ref/mkt/display-retargeting` and `ref/mkt/traffic-ad-creative`.
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Set how the buy delivers

## What it does

Sets the dates each line runs, the money it may spend a day, how the
versions rotate, and how often one person may see an ad and for how
long.

## Where it happens

The agent does this in two activities across two reference processes.
Each one names the activity as that process words it.

- **Set the Exposure Rules**
  - `ref/mkt/display-retargeting`, activity 11 -
    [Run Display Retargeting Campaign](../../../../processes/marketing/display-retargeting.md)
- **Set the Flights, Budgets and Rotation**
  - `ref/mkt/traffic-ad-creative`, activity 13 -
    [Traffic Ad Creative](../../../../processes/marketing/traffic-ad-creative.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: set-what-a-close-or-an-audit-covers
description: Says which accounts, campaigns, channels and dates a close or an audit covers, before any records are pulled. Use it when running `ref/mkt/reconcile-media-spend` and `ref/mkt/verify-ad-placement`.
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Set what a close or an audit covers

## What it does

Says which accounts, campaigns, channels and dates a close or an audit
covers, before any records are pulled.

## Where it happens

The agent does this in two activities across two reference processes.
Each one names the activity as that process words it.

- **Set What the Audit Covers**
  - `ref/mkt/verify-ad-placement`, activity 2 -
    [Verify Ad Placement Quality](../../../../processes/marketing/verify-ad-placement.md)
- **Set What the Close Covers**
  - `ref/mkt/reconcile-media-spend`, activity 1 -
    [Reconcile Media Spend](../../../../processes/marketing/reconcile-media-spend.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: settle-what-happens-to-each-finding
description: Decides what to do with each thing a close or an audit turned up, whether to exclude it, contest it or accept it and say why, claims back what was spent on impressions that failed, and follows every query through to a credit, a fix, a make-good or a refusal. Use it when running `ref/mkt/reconcile-media-spend` and `ref/mkt/verify-ad-placement`.
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Settle what happens to each finding

## What it does

Decides what to do with each thing a close or an audit turned up,
whether to exclude it, contest it or accept it and say why, claims back
what was spent on impressions that failed, and follows every query
through to a credit, a fix, a make-good or a refusal.

## Where it happens

The agent does this in three activities across two reference processes.
Each one names the activity as that process words it.

- **Claim Back the Wasted Spend**
  - `ref/mkt/verify-ad-placement`, activity 12 -
    [Verify Ad Placement Quality](../../../../processes/marketing/verify-ad-placement.md)
- **Decide What Happens to Each**
  - `ref/mkt/verify-ad-placement`, activity 9 -
    [Verify Ad Placement Quality](../../../../processes/marketing/verify-ad-placement.md)
- **Track the Answers**
  - `ref/mkt/reconcile-media-spend`, activity 10 -
    [Reconcile Media Spend](../../../../processes/marketing/reconcile-media-spend.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: switch-the-buy-on
description: Starts the buy once the named owner says go, at the bids, caps and splits already set, and confirms that everything named is serving. Use it when running `ref/mkt/account-based-play` and 4 other reference processes.
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Switch the buy on

## What it does

Starts the buy once the named owner says go, at the bids, caps and
splits already set, and confirms that everything named is serving.

## Where it happens

The agent does this in five activities across five reference processes.
Each one names the activity as that process words it.

- **Build the Campaigns and Launch**
  - `ref/mkt/paid-search-campaign`, activity 8 -
    [Run Paid Search Campaign](../../../../processes/marketing/paid-search-campaign.md)
- **Launch the Campaigns**
  - `ref/mkt/display-retargeting`, activity 13 -
    [Run Display Retargeting Campaign](../../../../processes/marketing/display-retargeting.md)
- **Launch the Test**
  - `ref/mkt/test-ad-creative`, activity 13 -
    [Test Ad Creative](../../../../processes/marketing/test-ad-creative.md)
- **Start the Touches**
  - `ref/mkt/account-based-play`, activity 14 -
    [Run Account-Based Play](../../../../processes/marketing/account-based-play.md)
- **Switch the Ads On**
  - `ref/mkt/traffic-ad-creative`, activity 15 -
    [Traffic Ad Creative](../../../../processes/marketing/traffic-ad-creative.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: take-in-what-starts-a-piece-of-work
description: Takes in whatever starts a piece of work and records what it covers, whether that is creative arriving with the plan lines it has to fill, a report that an ad ran somewhere it should not have, or a signal that a line is off its pace and by how much. Use it when running `ref/mkt/reallocate-media-spend`, `ref/mkt/traffic-ad-creative` and `ref/mkt/verify-ad-placement`.
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Take in what starts a piece of work

## What it does

Takes in whatever starts a piece of work and records what it covers,
whether that is creative arriving with the plan lines it has to fill, a
report that an ad ran somewhere it should not have, or a signal that a
line is off its pace and by how much.

## Where it happens

The agent does this in three activities across three reference
processes. Each one names the activity as that process words it.

- **Take in the Concern**
  - `ref/mkt/verify-ad-placement`, activity 1 -
    [Verify Ad Placement Quality](../../../../processes/marketing/verify-ad-placement.md)
- **Take in the Creative and the Plan**
  - `ref/mkt/traffic-ad-creative`, activity 1 -
    [Traffic Ad Creative](../../../../processes/marketing/traffic-ad-creative.md)
- **Take in the Pacing Signal**
  - `ref/mkt/reallocate-media-spend`, activity 1 -
    [Reallocate Media Spend](../../../../processes/marketing/reallocate-media-spend.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: watch-what-is-running
description: "Watches a live buy against what it was supposed to do and reports the gap: spend and pace, clicks and conversions, whether a test split still holds, and what came back from the people it reached. Use it when running `ref/mkt/paid-search-campaign`, `ref/mkt/test-ad-creative` and `ref/mkt/win-back-campaign`."
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Watch what is running

## What it does

Watches a live buy against what it was supposed to do and reports the
gap: spend and pace, clicks and conversions, whether a test split still
holds, and what came back from the people it reached.

## Where it happens

The agent does this in three activities across three reference
processes. Each one names the activity as that process words it.

- **Watch Delivery**
  - `ref/mkt/test-ad-creative`, activity 14 -
    [Test Ad Creative](../../../../processes/marketing/test-ad-creative.md)
- **Watch Pacing and Results**
  - `ref/mkt/paid-search-campaign`, activity 9 -
    [Run Paid Search Campaign](../../../../processes/marketing/paid-search-campaign.md)
- **Watch the Response**
  - `ref/mkt/win-back-campaign`, activity 17 -
    [Run Win-Back Campaign](../../../../processes/marketing/win-back-campaign.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: wire-up-the-tracking
description: "Puts the measurement on before anything runs: the parameters every ad carries, the codes that separate one source or one variant from another, and the conversions that count, each one fired once and tested. Use it when running `ref/mkt/influencer-campaign` and 3 other reference processes."
license: CC-BY-4.0
metadata:
  agent: media-buyer
  agent-version: "1"
---

# Wire up the tracking

## What it does

Puts the measurement on before anything runs: the parameters every ad
carries, the codes that separate one source or one variant from another,
and the conversions that count, each one fired once and tested.

## Where it happens

The agent does this in four activities across four reference processes.
Each one names the activity as that process words it.

- **Build the Tracking Parameters**
  - `ref/mkt/traffic-ad-creative`, activity 9 -
    [Traffic Ad Creative](../../../../processes/marketing/traffic-ad-creative.md)
- **Set up the Tracking**
  - `ref/mkt/influencer-campaign`, activity 9 -
    [Run Influencer Campaign](../../../../processes/marketing/influencer-campaign.md)
- **Wire up Conversion Tracking**
  - `ref/mkt/paid-search-campaign`, activity 6 -
    [Run Paid Search Campaign](../../../../processes/marketing/paid-search-campaign.md)
- **Wire up the Measurement**
  - `ref/mkt/test-ad-creative`, activity 11 -
    [Test Ad Creative](../../../../processes/marketing/test-ad-creative.md)

## What to record

Every campaign configuration at a version, every budget move with the
number, the direction, and the reason, and the stop record when the buy
comes off.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.