AdCP — Brand protocol key concepts

The Brand Protocol enables brands to claim their identity and establish a verifiable source of truth through a standardized discovery mechanism. By hosting a brand.json file at a well-known location, brands can declare their identity, brand hierarchy, and optionally designate official brand agents.

Purpose

The Brand Protocol addresses buy-side identity in advertising, providing the same clarity that the Property Protocol provides for the sell-side:

Sell Side	Buy Side	Description
Publisher	House	Corporate entity (Nike, Inc., P&G)
Property	Brand	Advertising identity (Nike, Air Jordan)
Inventory	Destination	Landing pages, apps

This parallel structure makes brands first-class citizens in AdCP.

How it works

Brands host a brand.json file at /.well-known/brand.json on their domain. The file can take one of four forms:

Brand Agent: Points to an MCP agent that provides brand information
House Portfolio: Contains full brand hierarchy with all brands and properties
House Redirect: Points to a house domain that contains the portfolio
Authoritative Location: Points to a hosted brand.json URL

Brand architecture

The protocol supports Keller’s brand architecture models:

Type	Description	Example
`master`	Primary brand of house	Nike for Nike, Inc.
`sub_brand`	Carries parent name	Nike SB
`endorsed`	Independent identity, backed by parent	Air Jordan “by Nike”
`independent`	Operates separately	Converse under Nike, Inc.

Example: house portfolio

A house domain with multiple brands:

{
  "$schema": "https://adcontextprotocol.org/schemas/v3/brand.json",
  "version": "1.0",
  "house": {
    "domain": "nikeinc.com",
    "name": "Nike, Inc.",
    "architecture": "hybrid"
  },
  "brands": [
    {
      "id": "nike",
      "names": [{"en": "Nike"}, {"zh": "耐克"}],
      "keller_type": "master",
      "properties": [
        {"type": "website", "identifier": "nike.com", "primary": true},
        {"type": "mobile_app", "store": "apple", "identifier": "com.nike.omega"}
      ]
    },
    {
      "id": "air_jordan",
      "names": [{"en": "Air Jordan"}, {"en": "Jordan"}],
      "keller_type": "endorsed",
      "parent_brand": "nike",
      "properties": [
        {"type": "website", "identifier": "jordan.com"},
        {"type": "website", "identifier": "jumpman23.com"}
      ]
    }
  ]
}

Example: brand agent

A brand with an MCP agent that provides brand information:

{
  "$schema": "https://adcontextprotocol.org/schemas/v3/brand.json",
  "version": "1.0",
  "brand_agent": {
    "url": "https://agent.acme.com/mcp",
    "id": "acme_brand_agent"
  }
}

The agent provides brand identity data (logos, colors, tone) on behalf of the brand.

Example: house redirect

A brand domain pointing to its house:

{
  "$schema": "https://adcontextprotocol.org/schemas/v3/brand.json",
  "house": "nikeinc.com"
}

Resolution flow

Given any domain, the protocol resolves to a canonical brand:

jumpman23.com
  -> fetch /.well-known/brand.json
  -> { "house": "nikeinc.com" }
  -> fetch nikeinc.com/.well-known/brand.json
  -> search brands[] for property matching "jumpman23.com"
  -> found in Air Jordan brand's properties
  -> Result: { house: "nikeinc.com", brand_id: "air_jordan" }

Brand resolution sources

There are three ways to resolve brand identity, each returning the same data structure:

Source	How it works	When to use
`resolve_brand`	Fetches `/.well-known/brand.json`, extracts brand identity	Brand publishes a `brand.json` file
Brand enrichment	Fetches from Brandfetch, saves identity to registry	No `brand.json` available, need enrichment
Registry lookup	Returns community or enriched identity from the registry	Brand already registered

Regardless of source, the result is a brand identity that can be referenced by any AdCP task via a brand reference ({ "domain": "...", "brand_id": "..." }).

Use cases

Creative generation

When a creative agent needs brand assets:

Resolve domain to canonical brand via brand.json
Get brand identity data (from brand.json, agent, or registry)
Generate on-brand creatives

Brand verification

When verifying brand claims:

Fetch brand.json from claimed domain
Follow redirects to house if needed
Verify brand exists in portfolio

Reporting roll-up

When aggregating brand performance:

Resolve all brand domains to canonical IDs
Group by house for corporate-level reporting
Optionally include/exclude sub-brands

Brand context in requests

AdCP tasks accept a brand reference that identifies the brand by domain and optional brand_id. The system resolves this reference to the full brand identity at execution time.

{
  "brand": {
    "domain": "acmecorp.com",
    "brand_id": "tide"
  }
}

For single-brand domains, brand_id is optional:

{
  "brand": {
    "domain": "acmecorp.com"
  }
}

Brand identity data is resolved from brand.json or the registry — never passed inline.

Caching

Brand information changes infrequently (logo updates, guideline refreshes). Recommended caching:

HTTP headers: Use standard ETag, Last-Modified, and Cache-Control headers
Default TTL: 24 hours for validated brand.json files
Failed lookups: Cache for 1 hour before retrying
last_updated field: Informational timestamp in brand.json for staleness checks

Agents should respect HTTP caching headers when fetching brand.json files.

Brand protocol tasks

Agents that implement the brand protocol declare supported_protocols: ["brand"] in get_adcp_capabilities. The specific tasks they implement define their role:

Agent capability	Tasks	Example
DAM	`get_brand_identity`	Enterprise brand portal, asset management
Rights management	`get_rights` + `acquire_rights`	Talent licensing, music sync, stock media
Both	All brand tasks	Talent agency managing identity and rights

get_brand_identity

Returns brand identity data that’s richer, more dynamic, or more access-controlled than static brand.json. Core identity (house, names, description, logos) is always public. Linked accounts (via sync_accounts) get deeper data: high-res assets, voice synthesis configs, tone guidelines, and rights availability.

Rights discovery via brand.json

Brands with licensable rights declare a rights_agent in their brand.json. This makes rights crawlable and indexable without MCP calls:

{
  "id": "daan_janssen",
  "names": [{"en": "Daan Janssen"}],
  "description": "Dutch Olympic speed skater, 2x gold medalist",
  "rights_agent": {
    "url": "https://rights.lotientertainment.com/mcp",
    "id": "loti_entertainment",
    "available_uses": ["likeness", "voice", "endorsement"],
    "right_types": ["talent"],
    "countries": ["NL", "BE", "DE"]
  }
}

The brand_agent provides identity data (logos, tone, assets). The rights_agent provides licensing (discovery, pricing, acquisition). They can be the same agent or different ones.

get_rights

Search for licensable rights across a brand agent’s roster. Returns matches with pricing. Discovery is natural-language-first — no taxonomy, LLMs interpret intent from the query.

acquire_rights

Binding contractual request to clear rights. The buyer selects a pricing_option_id from get_rights and provides campaign details. Returns terms, generation credentials for LLM providers, and disclosure requirements.

Generation credentials

Rights management agents coordinate with LLM providers (Midjourney, ElevenLabs, etc.) to issue scoped credentials. The rights agent sets up the permission; the provider enforces at generation time. Any creative agent can use the credentials.

Creative lifecycle

Creative manifests carry an optional rights array — each entry is a rights constraint from a different rights holder. A single creative may combine talent likeness + music license, each with different validity periods and country restrictions. For v1, rights constraints are informational metadata. Usage is reported back to the rights agent via report_usage with the rights_id field for cap tracking and billing.

MCP tools

The Brand Protocol provides MCP tools for programmatic access:

Tool	Description
`resolve_brand`	Resolve domain to canonical brand identity
`validate_brand_json`	Validate a domain’s brand.json
`validate_brand_agent`	Test brand agent reachability

Learn more

brand.json spec

Complete technical specification for the brand.json file format.

get_brand_identity

Retrieve brand identity data from a brand agent.

get_rights

Search for licensable rights with pricing.

acquire_rights

Acquire rights with contractual clearance.

Documentation

​Purpose

​How it works

​Brand architecture

​Example: house portfolio

​Example: brand agent

​Example: house redirect

​Resolution flow

​Brand resolution sources

​Use cases

​Creative generation

​Brand verification

​Reporting roll-up

​Brand context in requests

​Caching

​Brand protocol tasks

​get_brand_identity

​Rights discovery via brand.json

​get_rights

​acquire_rights

​Generation credentials

​Creative lifecycle

​MCP tools

​Learn more

brand.json spec

get_brand_identity

get_rights

acquire_rights

Purpose

How it works

Brand architecture

Example: house portfolio

Example: brand agent

Example: house redirect

Resolution flow

Brand resolution sources

Use cases

Creative generation

Brand verification

Reporting roll-up

Brand context in requests

Caching

Brand protocol tasks

get_brand_identity

Rights discovery via brand.json

get_rights

acquire_rights

Generation credentials

Creative lifecycle

MCP tools

Learn more