Media is starting to be bought and sold by agents. A buyer's agent sends a brief. A publisher's agent answers it with a plan. AdCP, the Ad Context Protocol, gives both a shared language, so any buying agent can talk to any selling agent.
That leaves two questions. Who runs each agent, and who keeps the score once a plan is agreed?
One agent for each side
A buyer and a publisher want different things from the same plan. The buyer wants the right audience at the right price. The publisher wants its inventory sold at its value, never as remnant. One agent cannot serve both without favouring one of them.
So Oderra builds two:
- Fanera, the selling agent from Oderra, runs on the publisher's inventory. It answers briefs with plans built from the publisher's packages, at the publisher's prices, within the publisher's rules.
- Skopa, the buying agent from Oderra, runs for the buyer. It sends one brief to the selling agents that match, and returns proposals that compare line by line.
Each side pays for its own agent. Nobody pays twice, and Oderra takes 0% of the media.
Agents propose. People confirm.
Neither agent commits money or inventory on its own. Fanera proposes a plan; the publisher's ad-ops lead confirms it above the thresholds they set. Skopa negotiates within the buyer's guardrails; the trader confirms the lines. Nothing runs before a person says yes.
One record, read by both
Once a plan is confirmed, it becomes the reference for everything after it: delivery, reporting, billing. Buyer and publisher read the same record, at the same moment.
When a line falls behind, the record says so first. The selling agent proposes a make-good. The buyer decides. Nobody has to chase.
What is agreed is what runs, whichever agent did the agreeing.
Where to start
If you sell media, start with Fanera. If you buy it, start with Skopa. If you are building an agent of your own, the developer page has what you need to connect.