An agency rarely buys for one brand. It runs a portfolio: each advertiser with its own identity, budget, markets, exclusions and people who approve. A buying agent has to keep them apart as carefully as a good trader does.
One advertiser, one set of rules
In Skopa, the buying agent from Oderra, each advertiser is set up once:
- Who they are. The advertiser's brand.json, so every seller knows who is buying.
- Budget. The total, and the limit per brief.
- Markets and channels. Where and how the brand buys.
- Exclusions. Content, categories and placements the brand never appears next to.
- Approvals. The amount above which a person on the agency or brand side must confirm.
Every brief carries its advertiser
When a trader writes a brief, it is written for one advertiser. Skopa attaches that advertiser's identity and rules to it, and only those. A brief for one client never uses another client's budget, exclusions or negotiated prices.
What the publisher sees
Sellers see the advertiser the brief is for, through its brand.json, and the agency acting for it. They do not see the agency's other clients.
People, not just rules
Each advertiser can have its own approvers. A plan for one brand waits for that brand's approver, not for whoever is online. Every confirmation is recorded with who made it and when.
One view for the agency
The agency still sees its whole book in one place: briefs out, proposals in, plans running, shortfalls first. The separation is in the rules, not in the screen.