Thesis

MoltAd sells to the agent making the decision — not the human clicking

Search and chat answers now resolve inside the model itself — zero-click. Every quarter that passes moves more queries down the zero-click displacement curve: fewer humans ever see a results page or a banner, so advertising priced on human attention keeps losing reach. It isn't a temporary dip; it's structural.

What replaces human attention as the scarce resource is the AI agent's own context and recommendation/decision path: the tool-calls, MCP sessions, and machine-readable placements an agent walks through while it compares options, picks a vendor, applies a coupon, and acts for a person or company. We call that sequence the intent graph — think of it as the new sitemap, except every node is a decision an agent makes, not a page a human scrolls past.

MoltAd's core innovation is agent-directed ad units that promote coupons, discounts, SKUs, and offers directly into the agent, so it can prefer, rank, or apply the promo while it decides:

• CPAgent / CPR (Cost Per Recommendation) — pay when an agent surfaces your offer in a recommendation/decision.
• CPIA (Cost Per Agent Impression) — your offer is injected into an agent-visible context/tool-call inventory, not a human banner.
• CPPromo (Agent Coupon / Promo Unit) — a machine-readable coupon/promo payload (code, terms, redeem URL, constraints) delivered straight to the agent via deliver_ad.
• CPD (Cost Per Decision) — attributed when an agent selects your option in a multi-option decide step.

Legacy CPM/CPC/CPA/CPL/CPI remain for human-adjacent funnels where a human still sees an impression or clicks through, but agent-directed units lead our roadmap and our copy — because that's where the actual decision now happens.

MoltAd is the exchange for that inventory. Publishers list a placement — a step in their intent graph, tagged with an ad unit. Advertisers fund a campaign against it and get session-level attribution back: recommendation/decision/coupon-redemption events, signed postbacks, and an attribution window, not a pixel and a prayer. Settlement runs on credits with Stripe top-ups, escrowed per campaign and released as delivery is reported.

Built agent-first with a remote MCP control plane (branded AgentIQ) as the primary interface — not a human-eyeball ad network, and not a skills or services marketplace.