How Orchestration works

Orchestration is Magnite's buyer-facing tool surface for product discovery and media buying. It is designed for teams connecting an existing buyer agent or building an MCP integration—not a replacement for your buyer agent.

One connection · account-scoped tools

MCP carries the tool calls. AdCP defines the buying operations.

01
Your buyer agent
Interprets the brief, compares products, and requests the buy.
02
MCP Gateway
Connects your client with your identity and selected buyer account.
03
Orchestration
Exposes AdCP tools for discovery, buying, creatives, and delivery.

Product visibility and buy operations stay within the authorized account. A connection does not grant access to every product or account.

A brief is a starting point, not an order

Your agent can send campaign requirements to get_products, compare the returned products, and refine the selection. Orchestration ranks the original brief against inventory accessible to the selected buyer account. The search does not make a second model call or silently turn prose into hard filters.

Your agent owns the planning decisions: which products to choose, how to allocate budgets, and whether to submit a buy. Use structured filters for non-negotiable delivery type, source, or transaction-rate constraints.

What a media buy represents

A media buy is a ClearLine campaign. Each package connects one selected product to a ClearLine demand tag. The tool response provides the identifiers used for later creative assignments, updates, and reporting.

Supported automated purchase paths include Direct IO, sourced Streaming Marketplace, and sourced DV+ Marketplace products. A DV+ Publisher/PMP deal without an automated source follows a manual completion path, identified by the creation result. Do not infer the provisioning path from a product's name or format.

Creating the buy provisions campaign objects; it does not guarantee immediate delivery. Activation defaults, creative readiness, and flight dates determine what can serve.

Two protocols, different jobs

MCP provides the connection and tool-call mechanism. Connect through the MCP Gateway using Streamable HTTP.
AdCP defines the buying operations and their inputs and responses. The current capability response declares AdCP 3.1 and the media_buy protocol.

Call get_adcp_capabilities first and use the tool reference for the current definitions. Support for a tool name does not imply that every AdCP field, format, or operation is implemented.

Keep the account boundary in view

Sign in and select an authorized ClearLine buyer account. Discovery is buyer-scoped; buys and creatives are resolved within that account. Monitoring can include campaigns created outside Orchestration, not just buys created by your current agent session.

Management, delivery snapshots, and full delivery reporting are limited to ClearLine brands. Read the returned status, warnings, and available actions rather than treating a completed tool call as confirmation that a campaign is ready to serve.

Connect your agent · Follow the buying workflow

Looking ahead

Unified access to Buyer, Seller, and Creative Agents belongs to Orchestration Preview, documented separately as coming soon. It extends the existing workflow with specialist capabilities and is not part of the default buyer integration described here.