> ## Documentation Index
> Fetch the complete documentation index at: https://agenticadvertisingorg-snap-format-preview-links.mintlify.site/llms.txt
> Use this file to discover all available pages before exploring further.

# S5: Sponsored Intelligence

> AdCP specialist module S5: Sponsored Intelligence. Monetizing AI chat — generative creative, the reversed data flow, and SI Chat Protocol for conversational brand experiences.

# S5: Sponsored Intelligence

<Info>
  **Members only** — Requires Practitioner credential. \~45 minutes with Addie. Combines hands-on lab and adaptive exam.
</Info>

<Note>
  **Experimental.** Sponsored Intelligence is part of AdCP 3.0 as an experimental surface (feature id `sponsored_intelligence.core`) — session lifecycle, UI components, identity/consent object shape, and capability negotiation may change between 3.x releases with at least 6 weeks' notice. Assessments in this module cover current protocol surfaces; credentials will be flagged for targeted recertification when experimental SI surfaces change — the same policy that applies to every experimental surface. See [experimental status](/docs/reference/experimental-status) for the full contract.
</Note>

This specialist module covers how advertising works in AI: generative creative from brand assets and catalogs, the reversed data flow where buyers push data into platforms instead of bid requests flowing out, and SI Chat Protocol where brands engage users in multi-turn conversations. Addie evaluates both your hands-on work and your understanding of when and why Sponsored Intelligence fits.

Passing earns the **AdCP specialist — Sponsored Intelligence** credential.

## Sponsored Intelligence as a full protocol

In 3.0, Sponsored Intelligence was promoted from a specialism to a full protocol. An agent that supports SI declares `sponsored_intelligence` in `supported_protocols` on `get_adcp_capabilities` — not as a specialism. The compliance runner executes the SI domain baseline storyboard at `/compliance/{version}/domains/sponsored-intelligence/` plus every universal storyboard. See the [Compliance Catalog](/docs/building/compliance-catalog).

## What you'll demonstrate

* Generate creative from brand assets, catalog data, and natural language briefs
* Execute Sponsored Intelligence campaigns using the reversed data flow
* Manage SI Chat Protocol sessions for conversational brand experiences
* Explain account models for walled gardens vs agent-trusted networks
* Reason about when Sponsored Intelligence fits vs traditional approaches

## Prerequisite reading

### Generative creative

<CardGroup cols={2}>
  <Card title="Generative creative" icon="wand-magic-sparkles" href="/docs/creative/generative-creative">
    AI-powered creative generation via `build_creative` — manifests, code output, and brand identity integration.
  </Card>

  <Card title="Creative formats" icon="palette" href="/docs/creative/task-reference/list_creative_formats">
    Format discovery — what ad formats a creative agent supports.
  </Card>
</CardGroup>

### Sponsored Intelligence

<CardGroup cols={2}>
  <Card title="Sponsored Intelligence" icon="microchip" href="/docs/sponsored-intelligence/overview">
    The reversed data flow, product spectrum, end-to-end workflow, and network aggregation pattern.
  </Card>

  <Card title="Catalogs" icon="database" href="/docs/creative/catalogs">
    Product and offering catalogs — the raw material for generative creative on AI platforms.
  </Card>

  <Card title="Seller integration" icon="store" href="/docs/building/implementation/seller-integration">
    How to expose inventory to AI buyer agents, including governance enforcement.
  </Card>

  <Card title="Media channel taxonomy" icon="list" href="/docs/reference/media-channel-taxonomy">
    The `sponsored_intelligence` channel definition.
  </Card>
</CardGroup>

### Governance integration

<CardGroup cols={2}>
  <Card title="SI governance integration" icon="shield-check" href="/docs/governance/overview#sponsored-intelligence-planned">
    How governance validates content standards, policy compliance, and brand safety in Sponsored Intelligence sessions.
  </Card>

  <Card title="Content standards" icon="scale-balanced" href="/docs/governance/content-standards/index">
    Buyer-defined content rules that constrain what SI agents can say.
  </Card>
</CardGroup>

### SI Chat Protocol

<CardGroup cols={2}>
  <Card title="SI Chat Protocol" icon="message-bot" href="/docs/sponsored-intelligence/si-chat-protocol">
    Conversational brand experiences — session lifecycle, identity, and commerce handoff.
  </Card>

  <Card title="SI specification" icon="scroll" href="/docs/sponsored-intelligence/specification">
    The formal specification for the Sponsored Intelligence protocol.
  </Card>

  <Card title="SI Chat Protocol hosts" icon="server" href="/docs/sponsored-intelligence/implementing-si-hosts">
    How AI platforms integrate SI Chat Protocol for brand experience handoffs.
  </Card>

  <Card title="SI Chat Protocol agents" icon="robot" href="/docs/sponsored-intelligence/implementing-si-agents">
    Architecture guide for building SI brand agents.
  </Card>
</CardGroup>

## Connecting to the test agent

Lab exercises run against the public test agent. Sponsored Intelligence labs span creative generation, governance, and SI Chat Protocol surfaces — use the multi-specialism endpoint that exposes every tool on a single URL:

```bash theme={null}
export ADCP_AUTH_TOKEN="1v8tAhASaUYYp4odoQ1PnMpdqNaMiTrCRqYo9OJp6IQ"
export AGENT_URL="https://test-agent.adcontextprotocol.org/mcp"
```

See the [Quickstart](/docs/quickstart) for a walkthrough of your first call.

## Lab exercises

During the module, Addie will guide you through hands-on exercises:

1. **Generative creative** — Discover formats, generate creative from brand assets and a brief, evaluate output quality
2. **Sponsored Intelligence campaign** — Push catalogs to a platform, discover products, create a media buy with optimization goals
3. **SI Chat Protocol session** — Initiate a session, exchange messages with offering integration, observe commerce handoff
4. **Strategic evaluation** — Compare Sponsored Intelligence vs traditional approaches for different scenarios

## Assessment

| Dimension                   | Weight | What Addie evaluates                                                               |
| --------------------------- | ------ | ---------------------------------------------------------------------------------- |
| Generative creative         | 25%    | Builds creative from brand assets, catalogs, and briefs                            |
| SI mastery                  | 30%    | Understands the reversed data flow and executes Sponsored Intelligence campaigns   |
| SI Chat Protocol competence | 25%    | Manages SI Chat Protocol sessions and understands conversational brand experiences |
| Strategic thinking          | 20%    | Reasons about when and how to use Sponsored Intelligence                           |

Passing threshold: 70%.

## Start this module

<Card title="Start S5 with Addie" icon="play" href="https://agenticadvertising.org/chat">
  "I'd like to start the Sponsored Intelligence specialist module."
</Card>