This skill enables you to execute the AdCP Signals Protocol with signal agents. Use the standard MCP tools (
get_signals
,
activate_signal
) exposed by the connected agent.
Overview
The Signals Protocol provides 2 standardized tasks for discovering and activating targeting data:
Task
Purpose
Response Time
get_signals
Discover signals using natural language
~60s
activate_signal
Activate a signal on a platform/agent
Minutes-Hours
Typical Workflow
Discover signals
:
get_signals
with a natural language description of targeting needs
Review options
Evaluate signals by coverage, pricing, and deployment status
Activate if needed
:
activate_signal
for signals not yet live on your platform
Use in campaigns
Reference the activation key in your media buy targeting
Task Reference
get_signals
Discover signals based on natural language description, with deployment status across platforms.
Request:
{
"signal_spec"
:
"High-income households interested in luxury goods"
,
"destinations"
:
[
{
"type"
:
"platform"
,
"platform"
:
"the-trade-desk"
,
"account"
:
"agency-123"
}
]
,
"countries"
:
[
"US"
]
,
"filters"
:
{
"max_cpm"
:
5.0
,
"catalog_types"
:
[
"marketplace"
]
}
,
"max_results"
:
5
}
Key fields:
signal_spec
(string, conditional): Natural language description of desired signals. Required unless
signal_ids
is provided.
destinations
(array, optional): Filter signals to those activatable on specific agents/platforms. When omitted, returns all signals available on the current agent. Each item:
type
,
platform
/
agent_url
, optional
account
.
countries
(array, optional): ISO 3166-1 alpha-2 country codes where signals will be used
filters
(object, optional): Filter by
catalog_types
,
data_providers
,
max_cpm
,
min_coverage_percentage
max_results
(number, optional): Limit number of results
Deployment types:
// DSP platform
{
"type"
:
"platform"
,
"platform"
:
"the-trade-desk"
,
"account"
:
"agency-123"
}
// Sales agent
{
"type"
:
"agent"
,
"agent_url"
:
"https://salesagent.example.com"
}
Response contains:
signals
Array of matching signals with:
signal_agent_segment_id
Use this in
activate_signal
name
,
description
Human-readable signal info
data_provider
Source of the signal data
coverage_percentage
Reach relative to agent's population
deployments
Status per platform with
is_live
,
activation_key
,
estimated_activation_duration_minutes
pricing
CPM and currency
activate_signal
Activate a signal for use on a specific platform or agent.
Request:
{
"signal_agent_segment_id"
:
"luxury_auto_intenders"
,
"deployments"
:
[
{
"type"
:
"platform"
,
"platform"
:
"the-trade-desk"
,
"account"
:
"agency-123-ttd"
}
]
}
Key fields:
signal_agent_segment_id
(string, required): From
get_signals
response
deployments
(array, required): Target deployment(s) with
type
,
platform
/
agent_url
, and optional
account
Response contains:
deployments
Array with activation results per target
activation_key
The key to use for targeting (segment ID or key-value pair)
deployed_at
ISO timestamp when activation completed
estimated_activation_duration_minutes
Time remaining if async
errors
Any warnings or errors encountered
Key Concepts
Deployment Targets
Signals can be activated on two types of targets:
DSP Platforms:
{
"type"
:
"platform"
,
"platform"
:
"the-trade-desk"
,
"account"
:
"agency-123"
}
Sales Agents:
{
"type"
:
"agent"
,
"agent_url"
:
"https://wonderstruck.salesagents.com"
}
Activation Keys
When signals are live, the response includes an activation key for targeting:
Segment ID format (typical for DSPs):
{
"type"
:
"segment_id"
,
"segment_id"
:
"ttd_segment_12345"
}
Key-Value format (typical for sales agents):
{
"type"
:
"key_value"
,
"key"
:
"audience_segment"
,
"value"
:
"luxury_auto_intenders"
}
Signal Types
marketplace
Licensed from data providers (CPM pricing)
custom
Built for specific principal accounts
owned
Private signals from your own data (no cost)
Coverage Percentage
Indicates signal reach relative to the agent's population:
99%: Very broad signal (matches most identifiers)
50%: Medium signal
1%: Very niche signal
Asynchronous Operations
Signal activation may take time. Check the response:
is_live: true
+
activation_key
Ready to use immediately
is_live: false
+
estimated_activation_duration_minutes
Activation in progress
Poll or use webhooks to check completion status.
Error Handling
Common error codes:
SIGNAL_AGENT_SEGMENT_NOT_FOUND
Invalid signal_agent_segment_id
ACTIVATION_FAILED
Could not activate signal
ALREADY_ACTIVATED
Signal already active on target
DEPLOYMENT_UNAUTHORIZED
Not authorized for platform/account
AGENT_NOT_FOUND
Private agent not visible to this principal
AGENT_ACCESS_DENIED
Not authorized for this signal agent
Error responses include:
{
"errors"
:
[
{
"code"
:
"DEPLOYMENT_UNAUTHORIZED"
,
"message"
:
"Account not authorized for this data provider"
,
"field"
:
"deployment.account"
,
"suggestion"
:
"Contact your account manager to enable access"
}
]
}