Learn Guide 3
Selling agent or buying agent?
Two sides, two agents. A selling agent works for the one who owns the inventory. A buying agent works for the one who spends the budget. Each only answers to its own side.
| Selling agent · Fanera | Buying agent · Skopa | |
|---|---|---|
| Works for | Publishers, media owners, networks | Advertisers, agencies, trading desks |
| Knows | Inventory, products, prices, rules | Briefs, budgets, guardrails |
| Main job | Answer briefs with plans at the right price | Find and compare proposals across sellers |
| Negotiates | Within the seller's floors and rules | Within the buyer's budget and limits |
| Asks a person | Above an amount, new advertiser, creative review | Before committing budget |
| Reports | Delivery against the plan, shortfall first | Delivery against the plan, line by line |
Do I need both?
No. A publisher needs a selling agent. A buyer needs a buying agent. Because both speak AdCP, a Fanera publisher can sell to any buying agent, and a Skopa buyer can reach any selling agent.
Why keep them separate?
An agent that works for both sides of a deal cannot defend either. Oderra builds two agents, each loyal to its own side, and puts what they agree on a record that belongs to neither. Neither agent grades its own work.