Migrating from AXE to TMP

How to migrate from AXE segment targeting to TMP’s offer and eligibility model — concept mapping, parallel operation, and cutover.

Migrating from AXE to TMP

AXE and TMP solve the same problem — impression-time execution for pre-negotiated packages — with different architectures. AXE sends a full request (user + context + device) and returns opaque segment IDs. TMP splits the request into two structurally separated operations and returns offers and eligibility.

This page maps AXE concepts to TMP equivalents and describes how to run both in parallel during migration.

Concept Mapping

AXE	TMP	Notes
axei (include segment)	Context Match offer	Package matched the content
axex (exclude segment)	Package absent from eligible_package_ids	User fails suppression list, audience rule, or buyer-side frequency check
axem (macro data)	Creative manifest	TMP returns structured assets instead of base64-encoded blobs
Orchestrator AXE endpoint	TMP Router	Single binary with two isolated code paths
Prebid Real-Time Data (RTD) module	TMP Prebid module	Replaces vendor-specific RTD modules with a single module
axe_integrations URL	trusted_match capability	In get_adcp_capabilities response
OpenRTB-style request	Context Match + Identity Match	Two requests instead of one bundled request
Segment key-values on ad server	Targeting key-values from offers	Same GAM integration, different source

What Changes for Each Role

Buyer agents

Before (AXE): Upload audience segments to an orchestrator. Reference segment IDs in axe_include_segment / axe_exclude_segment on media buys.

After (TMP): Expose Context Match and Identity Match endpoints. Evaluate packages against content signals (Context Match) and user eligibility (Identity Match) in real time. Return offers with creative manifests and eligibility decisions.

Key difference: Your agent makes real-time decisions instead of pre-computing segment memberships. You have full control over targeting logic — no intermediary orchestrator.

Publishers

Before (AXE): Enable the orchestrator’s Prebid RTD module. Accept axei/axex/axem key-values. Create GAM line items targeting those key-values.

After (TMP): Deploy a TMP Router (or use the TMP Prebid module). Accept offers and eligibility from the router. Set GAM targeting key-values from offer signals. GAM line items target adcp_pkg instead of axei/axex.

Key difference: The router replaces the orchestrator’s RTD module. GAM line items reference package IDs instead of opaque segment IDs.

Orchestrators

Before (AXE): Operate AXE endpoints, manage segment state, distribute Prebid RTD modules.

After (TMP): Orchestrators can operate TMP Routers on behalf of publishers, or transition to a buyer-side role (operating buyer agent TMP endpoints). The orchestrator-as-middleman role is optional in TMP — buyers and publishers can connect directly through the router.

Parallel Operation

During migration, publishers can run AXE and TMP simultaneously:

1. Keep existing AXE RTD module in Prebid alongside the new TMP module
2. New media buys use TMP (no axe_include_segment / axe_exclude_segment)
3. Existing media buys continue using AXE segments until they expire
4. GAM line items for both: AXE line items target axei/axex, TMP line items target adcp_pkg

TMP does not currently maintain its own frequency state, so there is no risk of double-counting during parallel operation. Frequency enforcement remains buyer-side via Identity Match eligibility responses. When the buyer’s exposure store is updated from delivery reports (get_media_buy_delivery), it reflects impressions from both systems.

Cutover

When all active media buys use TMP:

1. Remove the orchestrator’s RTD module from Prebid
2. Remove AXE-targeted GAM line items
3. Update get_adcp_capabilities to remove axe_integrations and keep trusted_match

Targeting Overlay Migration

AXE targeting fields in create_media_buy map to TMP behavior:

AXE field	TMP equivalent
axe_include_segment	Context Match — buyer evaluates targeting in real time
axe_exclude_segment	Identity Match — buyer checks suppression and audience rules

New media buys should omit AXE fields entirely. The buyer agent’s Context Match and Identity Match logic replaces the orchestrator’s segment evaluation.

What Doesn’t Change

• create_media_buy — Same task, same schema (minus AXE fields)
• get_media_buy_delivery — Same delivery reporting
• sync_creatives — Same creative sync
• GAM as the ad server — TMP still sets key-values that GAM evaluates
• Geographic and other targeting overlays — These are media buy fields, not execution-layer concerns