Connections

Choose which sellers receive your briefs, activate them per advertiser, and test safely in sandbox.

Connections decide which sellers your briefs reach. “Show me where I can advertise” opens the Sellers page, with three tabs: your advertiser’s sellers, media partners, and available sellers. Search and filter by market and channel.

Seller status

Each seller card ends with a status:

Status	Meaning
Active · Buying for N advertisers	Selected and ready for N of your advertisers.
Provisioning · Setting up N advertisers	The seller is creating accounts for you. Usually takes seconds to a minute.
Active · Ready	Eligible, but no advertiser uses it yet.
Add seller	Available, not selected.

An Action required chip counts sellers waiting on you, for example an account mapping.

Selection and activation

Two settings combine:

• Account-wide selection: DEFAULT (included when eligible), ALWAYS_INCLUDE or ALWAYS_EXCLUDE.
• Per-advertiser activation: ENABLED, DEFAULT or DISABLED for one advertiser.

Change them in the page or with save_connection, one intent per call. Connecting, selecting and mapping sellers never costs IUs.

Distribution

Each seller connection has three Distribution switches. All three start on. A creative agent shows Audiences only.

Switch	Copy in the app	When it’s off
Buy	Allow campaign creation and updates.	The seller no longer receives your briefs, so it makes no new proposals, and catalog activation skips it. A staged buy with it can’t go live (“Buy is turned off for … in Connections”), and a live buy with it can’t be changed or resumed; pausing it still works.
Events	Send conversion and event signals.	No event source is registered with the seller, no events are forwarded to it, and event optimization goals are left out of its buys.
Audiences	Share audience and feed data after transformation.	No audience is sent to the seller (at launch or as a later change), its buys name no audiences, and catalog activation skips it: “Audiences is turned off for this seller in Connections, so no feed data is shared with it.”

Change them in the app, or with PATCH /api/v2/buyer/storefronts/{id}/connection-policy and any of buyEnabled, eventsEnabled and feedsEnabled. Turning a switch off stops what’s sent from then on; it doesn’t withdraw what the seller already received.

Missing a seller?

If a publisher you want is not on Semicola yet, ask for it: “Request supply from a publisher” files a supply ask with the domain and channel. The team follows up with the seller.

Sandbox

Sandbox advertisers run the full loop (discovery, proposals, launch, delivery) against sellers without real spend. Delivery is simulated, so you can watch pacing move. Use a sandbox advertiser to rehearse an integration before running live.