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A publisher goes live with ABC in three steps. None of them touch your content or your human visitors.

1. Pick a provider

A provider runs the fragment endpoint, selects the brand, renders the card, and handles the brand deals and reporting. It gives you a fragment endpoint URL (carrying its auth and placement parameters).

The spec is provider-neutral — any service implementing a compatible fragment endpoint works.

2. Inline the card

Add the card to your pages on the path that matches your CDN — see Integration:

  • Akamai / Fastly / Varnish → one <esi:include> tag, no code.
  • Cloudflare → a ~30-line Worker.
  • CloudFront → a Lambda@Edge function.
  • No CDN control → a browser-JS fallback.

Your edge classifies each request from the User-Agent (the agent list) and fetches a card for AI agents only. Your human visitors never trigger a card request and see the page unchanged.

3. Declare it (optional)

Once you're live, publish an abc.txt at your site root listing your provider(s):

# abc.txt - Agentic Branded Content
# Spec: https://brandedcontent.dev
provider.example, acct-123, RESELLER

This is optional — cards are delivered without it — but it makes your participation and authorized providers public, the same way ads.txt does.

Verify

# As a human — expect no card:
curl -s https://yoursite.com/some-article | grep -c 'abc-card'

# As an AI agent — expect one card:
curl -s -A "Mozilla/5.0 (compatible; GPTBot/1.0)" \
  https://yoursite.com/some-article | grep -c 'abc-card'

A 0 then a 1 means it's working: humans untouched, agents enriched.