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# Signal Agent
- URL: https://www.adlingo.org/glossary/signal-agent/
- Published: 2025-01-15T09:37:00.000Z
- Updated: 2025-01-15T09:37:00.000Z
- Description: In AdCP, a server that lets buyers discover and activate audience, contextual and other targeting signals, privately for one buyer or across a marketplace.
- Author: Travis Lusk
- Tags: Agentic Advertising, #glossary, #Import 2026-10-27 17:05

The data shop for agents. Your buyer agent describes the audience it wants in plain language, and the signal agent comes back with matching segments, sizes, and prices. Then it handles activation on the platform where you're buying. Data marketplaces have been around for years. This one talks back.