A
Account
A workspace that owns data and members. An account is a buyer, a seller or a partner, and can sit under an organization that holds billing. One person can belong to several accounts and switch between them; over MCP,get_status lists the ones you can reach and switch_account moves
between them.
AdCP
The Ad Context Protocol, an open protocol for buying and selling advertising between agents. It defines products, proposals, media buys, creatives and delivery reports, and runs over MCP. Semicola speaks AdCP to every seller.Advertiser
The brand a buyer purchases media for (see Advertiser). It carries the brand card (logo, colors, tone), a primary currency that locks after the first campaign, preferred countries and channels, and whether it is a sandbox advertiser.Agent of record
Semicola’s role in every transaction: it sits between buyer and seller, carries each request, and keeps the trail of who asked for what and who approved it.AI Business Rules
A seller’s written acceptance policy (Brief acceptance and Creative policy) plus its two approval gates. See AI Business Rules.Allocation
The share of a proposal’s budget assigned to one product, with the role it plays in the plan and a rationale.Approval gate
A seller setting that decides whether a person reviews incoming work first. There are two:creativeApproval and mediaBuyApproval, each auto or manual.
B
Brief
A plain-language description of what a campaign needs: goal, audience, channels, budget, flight and constraints. A buyer writes one brief; Semicola sends it to every eligible seller.Brief acceptance
The part of AI Business Rules that says which advertisers, categories and briefs a storefront takes.C
Campaign
The unit of media planning: a brief, flight, budget, targeting, creatives and the media buys that carry them out. See the Campaign object guide.Confirmation
A pause before a risky write, such as launching a campaign or approving a buy. The tool returnspending_confirmation with a summary; the write happens only after the person approves.
Counter-pitch
A proposal where the seller cannot meet part of the brief and offers the closest thing it can do instead, with the limitation stated.Creative
A finished ad: assets placed into a format’s slots, plus copy and a click URL. Creatives are attached to campaigns and synced to sellers at launch.Creative policy
The part of AI Business Rules that says what creative a storefront accepts.D
Demand inbox
A seller’s ledger of every brief its storefront answered, with metrics and results. See Demand inbox & proposal pass.Disposition
Whether a proposal is apitch (meets the brief) or a counter_pitch (offers an alternative).
Draft
A campaign inDRAFT status. It works as a cart: you can stage media buys on it without contacting
any seller.
E
Execution
One run ofrequest_proposals: the fan-out of a brief to every eligible seller, with a status of
running, complete, partial or failed and a per-seller result.
I
Idempotency key
A string of 16 to 255 characters that you choose for a write. Sending the same key again returns the first result instead of repeating the write. Reuse a key only for a retry of the same attempt.Inventory source
Where a storefront’s inventory actually lives: an AdCP sales agent the seller already runs, or an ad server connection.IU (Intelligence Unit)
The unit Semicola bills for intelligent work, such as one brief response composed by a storefront agent. Prices are published before you act. Semicola takes no share of media.L
Listing
How buyers see a storefront: description, channels, countries, logo and links. A storefront can run as a listing only, passing briefs to its own sales agent.M
MCP
The Model Context Protocol. It lets an agent discover and call tools on a server. Semicola’s v3 MCP endpoint ishttps://api.semicola.com/mcp/v3.
MCP App
An interactive widget a tool can open in hosts that support MCP Apps. Semicola widgets are pages (full views), tasks (a job with a finish line) and glances (a small summary).Media buy
One AdCP transaction with one seller in one currency. A campaign usually holds several.N
needs_input
A tool result that asks a question instead of failing, because a required fact is missing. Answer it and call the tool again.P
Package
One product inside a media buy, with its own budget, pacing, bid price, flight and creatives.Pacing
How spend is spread across a flight:EVEN, ASAP or FRONTLOADED on a campaign; even, asap or
front_loaded on a package.
Playbook
A seller’s instructions for its storefront agent: how to pitch, package and price, including hard floors, anchor prices and discount caps. The agent never prices below a floor.Product
Something a seller sells, with channels, formats, a delivery type and one or more priced options.Proposal
A seller’s priced answer to a brief: products, allocations, budget guidance, limitations and the reasoning behind them. Proposal ids start withsfp1:.
Proposal pass
The complete, unchangeable record of one response to a brief. See Demand inbox & proposal pass.R
Refine
Asking a seller to revise a proposal: keep or drop products, shift budget, or add instructions.Revision
A counter on every versioned object. Writes sendexpectedRevision; if someone else changed the
object first, the write fails with REVISION_CONFLICT instead of overwriting.