Core Concepts
AIP (Agentic Intent Protocol)An open standard that defines how AI platforms, ad networks, and brands exchange verified intent, bids, and payouts. Intent
The meaning or goal behind a user’s query or conversation. Example: “Best CRM for startups” shows buying intent. Serve Token
A unique ID that links an exposure, click, and conversion together. It prevents duplicates and ensures accurate billing. CPX (Cost Per Exposure)
Payment when an ad or recommendation is displayed to a user. CPC (Cost Per Click)
Payment when a user interacts or clicks on an ad. CPA (Cost Per Action)
Payment when a user completes a valuable action, like a purchase or signup. Event
Any measurable action in AIP — such as an exposure, click, or conversion — that can trigger billing or verification.
Roles
PlatformAn AI application or interface that shows responses to users and integrates the AdMesh or AIP SDK to display ads. Ad Network
The intermediary that runs auctions, verifies events, and manages ledgers and payouts between brands and platforms. Brand Agent
A software endpoint representing a brand or advertiser that bids on verified user intent. User
The end person interacting with the AI platform. Their intent triggers the entire protocol flow. Verifier
Any participant (usually Platform or Ad Network) responsible for validating that an event or transaction actually happened.
Data & Verification
ContextRequestA message sent by the Platform to share anonymized user intent with the Ad Network. BidRequest
A request from the Ad Network to Brand Agents to gather bids for a given intent. BidResponse
A Brand Agent’s response containing bid price, creative text, and destination URL. AuctionResult
The outcome of the bidding process — identifies the winning Brand Agent and includes the serve_token for tracking. Event A record of a verified user action (
cpx_exposure, cpc_click, or cpa_conversion) used for billing and auditing.
LedgerA secure, immutable record of all verified transactions between participants. Wallet
Each participant’s account balance in AIP. Wallets automatically record credits and debits for verified events. Ledger Entry
A single transaction record inside the ledger — including event type, timestamp, and settlement status.
Security & Compliance
SignatureA cryptographic hash proving that a message was sent by the claimed participant and wasn’t tampered with. Nonce
A unique, one-time value added to every signed message to prevent replay attacks. Timestamp
The precise time an event or message occurred. Used for ordering and fraud prevention. Audit Trail
A chronological log of all protocol events and verifications. Helps trace every exposure, click, and conversion. Anonymization
Process of removing or obfuscating personal data from user interactions while keeping them verifiable for analytics. Consent Disclosure
Visible label or tooltip on AI platforms (like [Ad] or “Why this ad?”) that informs users of sponsored content.
Governance & Conformance
VersioningAIP’s process for managing updates using semantic versioning — ensuring backward compatibility across releases. Schema
A structured definition (usually JSON) that describes the required format and fields of AIP messages. Conformance
The process of testing whether a system fully follows the AIP specification. Certification
An official verification from the AdMesh or AIP registry confirming that a participant passed all conformance tests. Test Suite
A collection of automated tests that validate protocol behavior for platforms, ad networks, and brand agents. Deprecation
When a feature or API version is gradually phased out and replaced by a newer one while maintaining compatibility.
Financial Terms
SettlementThe process of finalizing payments after verified events are logged and reconciled. Reconciliation
Cross-checking event records, ledgers, and balances between participants to ensure accurate payouts. Dispute
A challenge or correction request raised if a participant detects a mismatch in event or billing data. Reserve Balance
Funds temporarily held by the Ad Network until all related events are verified and settled. Payout Cycle
The recurring schedule (usually monthly) when participants receive verified earnings.