Overview
Buyer instructions let you tailor how your storefront responds to a specific buyer. Each row scopes a discount, freeform notes, and an optional country filter to an exact buyer identity. When a buyer’s request matches a row, the Merchandising Agent applies that row’s discount and notes while composing products for the response. For a plain entity discount — “Coke gets 20%”, “everything GroupM buys gets 8%”, “the Nike family gets 12%” — reach for a house discount instead: it’s the structured rate-card rail, keyed to a brand or operator and resolved up the hierarchy. Buyer instructions are for what that rail can’t express:- the intersection — a discount that requires a specific operator and a specific brand together (a house discount resolves the two axes independently)
- country-specific terms (
countries) - freeform notes the Merchandising Agent reads during composition
discountPercent for the intersection
case; when both rails match a buy, the larger discount applies.
A buyer instruction only resolves once a buy carries an AdCP account
reference — it identifies the buyer. Anonymous (no-account) discovery stays
public and can only inherit a house discount.
(operatorDomain, brandDomain) tuple, which is unique per
storefront. The two fields combine into one of four shapes:
The resolver picks the maximum
discountPercent across all matching rows.
Adding a brand-specific row only wins by being a better deal than the rows it
overlaps with. These are exact matches — buyer instructions do not walk the
brand hierarchy. To reach a whole corporate family, use a
house discount.Fields
Related
House discounts
The corporate-house rail of buyer discounts.
Storefront overview
How buyer instructions fit alongside operating instructions.
Intelligence runs
See which rows matched and the effective discount applied per run.