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The Agentic Ad Server was built from scratch for AI surfaces. Legacy ad servers were designed for web pages and video players, where ads occupy fixed rectangles or pre-roll slots. On an AI surface, the “page” is a live interaction, and intent is expressed in natural language. That requires a different architecture.

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The request lifecycle

1

Context in

Your integration passes the conversational context for the current turn: the user’s message and your AI’s response.
2

Signals derived

The Ad Server classifies the intent into one of nine buckets (see Intent classification) and extracts structured entities: product categories, price ranges, comparison contexts.
3

Demand evaluated

Derived signals, never raw conversation data, are evaluated against the four-tier demand waterfall: Direct, Programmatic, CPC, and API/CPA. Which tiers are eligible depends on your integration path. See Choosing your integration path.
4

Format selected

The Ad Server picks the format that fits the surface and the conversation state: a Spark interactive unit for a consideration moment, an action card for a transactional one.
5

Rendered and measured

The ad renders natively in your surface. Impressions, engagements, clicks, and conversions are measured per the rules in Tracking and measurement.

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What never leaves your surface

The Ad Server transmits only derived signals to demand partners: IAB content categories, extracted keywords, the intent bucket, and entity types. It never transmits raw user prompts, conversation transcripts, PII, or session-level behavioral data. This is structural, not a policy toggle. Sensitive data is never collected into the bid path, so it cannot leak downstream. Details in Privacy architecture.