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Trillboards DOOH Advertising

create_experiment

Create an incrementality experiment for a campaign.

Sets up a geo-holdout, ghost ads, or propensity score matching experiment to causally measure DOOH advertising lift.

WHEN TO USE:

  • Setting up a new A/B test before or during a campaign

  • Defining treatment and control DMAs for geo-holdout tests

  • Configuring experiment parameters (holdout %, MDE, power)

RETURNS: The created experiment object with experiment_id, status, and all parameters.

EXAMPLE: create_experiment({ campaign_id: "camp_abc123", experiment_type: "geo_holdout", treatment_dmas: ["501", "504"], control_dmas: ["503", "505"], holdout_pct: 0.15, target_mde: 0.10 })

Input Schema

TableJSON Schema
NameRequiredDescriptionDefault
target_mdeNoMinimum detectable effect (relative, e.g. 0.10 = 10% lift). Default: 0.10
campaign_idYesCampaign identifier
holdout_pctNoFraction of devices to hold out (0.05-0.50). Default: 0.10
control_dmasNoDMA codes for control group (no ads)
target_alphaNoSignificance level (0.05 or 0.01). Default: 0.05
target_powerNoStatistical power (0.80 or 0.90). Default: 0.80
treatment_dmasNoDMA codes for treatment group (get ads)
experiment_typeYesExperiment type: geo_holdout (matched DMAs), ghost_ads (PSA control), psm (propensity score matching)

TDQS

A4.2/5.0
Behavior3/5

Does the description disclose side effects, auth requirements, rate limits, or destructive behavior?

With no annotations, the description must carry behavioral disclosure. It states that the tool creates an experiment and returns an object, and explains the causal measurement intent. However, it does not mention side effects, whether the operation is synchronous, permission requirements, or reversibility. This is adequate but not rich.

Agents need to know what a tool does to the world before calling it. Descriptions should go beyond structured annotations to explain consequences.

Conciseness5/5

Is the description appropriately sized, front-loaded, and free of redundancy?

The description is front-loaded with the core purpose, followed by a focused WHEN TO USE section, RETURNS, and a compact EXAMPLE. Every section adds value with no redundancy or filler.

Shorter descriptions cost fewer tokens and are easier for agents to parse. Every sentence should earn its place.

Completeness4/5

Given the tool's complexity, does the description cover enough for an agent to succeed on first attempt?

Given the tool's moderate complexity (8 params, no output schema, no annotations), the description covers purpose, usage context, return object, and a full example. It does not mention error conditions or prerequisites (e.g., campaign must exist), but overall it provides sufficient operational context.

Complex tools with many parameters or behaviors need more documentation. Simple tools need less. This dimension scales expectations accordingly.

Parameters4/5

Does the description clarify parameter syntax, constraints, interactions, or defaults beyond what the schema provides?

Schema coverage is 100% with descriptive defaults and ranges. The description adds a concrete example showing how campaign_id, experiment_type, treatment_dmas, control_dmas, holdout_pct, and target_mde fit together. This goes beyond the schema and helps the agent construct a valid invocation.

Input schemas describe structure but not intent. Descriptions should explain non-obvious parameter relationships and valid value ranges.

Purpose5/5

Does the description clearly state what the tool does and how it differs from similar tools?

The opening sentence states a specific action: 'Create an incrementality experiment for a campaign.' It then names the three experiment types (geo-holdout, ghost ads, PSM), clearly distinguishing this from sibling tools like create_campaign and get_incrementality. The verb+resource is specific and unambiguous.

Agents choose between tools based on descriptions. A clear purpose with a specific verb and resource helps agents select the right tool.

Usage Guidelines4/5

Does the description explain when to use this tool, when not to, or what alternatives exist?

A dedicated 'WHEN TO USE' section lists clear scenarios (setting up A/B test, defining treatment/control DMAs, configuring parameters). It does not explicitly mention when not to use it or name alternative tools, but the context is sufficient to guide selection.

Agents often have multiple tools that could apply. Explicit usage guidance like "use X instead of Y when Z" prevents misuse.

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TDQS

B3.3/5.0
Disambiguation2/5

There are exact duplicates (get_task_status/tasks_get, list_tasks/tasks_list) and several overlapping analytics, attribution, and semantic search clusters (get_attention_metrics vs get_creative_attention vs get_social_attention; find_similar_moments vs semantic_search_observations; get_campaign_attribution vs get_multi_touch_attribution vs get_roas). Detailed descriptions help, but with 83 tools an agent will frequently struggle to pick the right one.

Naming Consistency3/5

Most tools follow a snake_case verb_noun pattern (list_devices, create_campaign, delete_webhook), but there are notable inconsistencies: list_* and get_* are used interchangeably for list operations, attention tools mix conventions (get_attention_metrics vs get_creative_attention vs get_social_attention), and the legacy tasks_get/tasks_list names break the established get_task_status/list_tasks pattern.

Tool Count1/5

83 tools is an extreme count for a single MCP server, spanning device management, sensing, campaigns, media buys, attribution, webhooks, billing, API discovery, and AdCP protocol concerns. This is a broad API surface dump rather than a focused tool set, and it would be far better split into several coherent servers.

Completeness2/5

Despite the enormous surface, core campaign lifecycle is incomplete: create_campaign explicitly tells the agent to use update_campaign to activate a campaign, but no update_campaign tool exists, and there are no list/delete campaign tools. Significant capabilities exist for analytics, attribution, and webhooks, but the primary advertising workflow has a dead end.

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