The infrastructure · the Deal Plane
Connect once. Transact with everyone. Prove everything.
The Deal Plane is the transaction infrastructure between buyer and seller agents: both products — BuyerAgentZ on the buy side, SellerAgentZ on the sell side — stand on the same six-layer core. It runs on top of the DSPs, SSPs, and ad servers both sides already operate, and it is never a principal to the trade.
Networks get harder as they get bigger.
Early telephone networks were simple: one telephone wired directly to another. That worked until there were enough participants that point-to-point operation became impossible. The answer wasn't a better telephone — it was shared infrastructure underneath the network.
Bell System international switchboard · U.S. National Archives
Agentic advertising is approaching the same transition. Open protocols already let thousands of buyer and seller agents talk to each other. But as thousands of briefs become thousands of simultaneous offers, negotiations, approvals, and executions, the operational complexity moves underneath the agents.
The protocol standardizes communication. The infrastructure operationalizes the network.
same 7 buyers · same 12 sellers — the protocol standardizes their messages; the plane operates their deals
What the layer is made of — and where it sits.
The plane sits between the agents and the rails — never in place of either.
Identity
Every participant claims a domain and receives a signed identity. Agent cards are Ed25519-signed and cross-verified against ads.txt and sellers.json — the supply-chain records the industry already publishes.
Registry
A public, queryable directory of verified agents — federated by design, with identity anchored in each seller's own ads.txt and adagents.json. Buyer agents fetch it to find supply; it belongs to neither product.
Routing
One brief matches across supply, each option scored under that seller's own floors and rules. The plane holds the state, approvals, and audit for every match — machinery no pair of agents has to rebuild between themselves.
Governance
A deterministic policy engine — a pure function, not a model — returns allow, block, or needs-human before anything executes. AI drafts; rules decide; humans approve the big ones.
Coordination
Intent → session → proposal → signed agreement → execution — one strict state machine, tracked through settlement. Amendments are re-signed, never overwritten.
Record
Agreed compared against delivered, reconciled into signed settlements and per-party statements. Every state change Ed25519-signed and hash-chained.
Our own products connect like everyone else's.
BuyerAgentZ enters on the buy side as a peer of third-party buyer agents; SellerAgentZ sits on the sell side beside agents publishers build themselves. Nothing we operate gets a preferential seat in the layer.
our own products connect through the same plane as everyone else's — we measure that
Choices you can hold us to.
Deterministic where it counts
Language models draft proposals and summarize; the policy engine decides. The governance verdict on any action is reproducible from the policy and the inputs.
One service layer, many faces
The MCP surface, the partner API, and our own console all call the same governed functions. Everyone enters through the same governed door — including us.
Progressive trust
Buyer accreditation earns deal ceilings over time. New counterparties start small; clean settlement history raises the ceiling. The rule is code.
One transaction, end to end.
What a single agentic deal leaves behind on the tamper-evident trail.
- DiscoverA buyer agent queries the registry for audio inventory matching its brief.agent_card: buyer/vertex-media · sig ed25519:9f4c…a71b · 214 seller agents returned
- VerifyCounterparty identity is checked both ways before anything is quoted.ads.txt × sellers.json → match · seller_id 118842 · buyer entity verified
- NegotiateTerms are exchanged under your own floors, caps and exclusions.floor $18.40 CPM · cap 3/user/day · 2 category exclusions applied · 3 rounds
- AgreeThe agreement is bilateral and signed by both parties. We are not one of them.terms_hash b31e…07d9 · buyer sig ✓ · seller sig ✓ · hypermindz witness only
- ExecuteDelivery runs downstream through your existing SSP and ad server.deal_id passed to execution · 1,204,318 impressions · settled in seller stack
- SettleMedia settles 100% seller-side — funds never touch us.media: 100% seller-side · hypermindz: flat crossing fee — charged only when a deal crosses
- ProveAgreed is compared against delivered, and written to the chain.delivered 99.4% of agreed · variance within tolerance · prev_hash b31e…07d9
We never held funds, never took custody, and never took a position in the media. Worked example; values illustrative.
See it against your stack.
One working session to map the layer to your buying, ad-serving or exchange stack — and to agree the smallest real thing worth building together.