diff --git a/CLAUDE.md b/CLAUDE.md
index 081b6c4..a398e75 100644
--- a/CLAUDE.md
+++ b/CLAUDE.md
@@ -218,7 +218,7 @@ Containers must include an `agent-manifest` label in image metadata with:
 
 The protobuf imports OpenRTB v2.6 definitions:
 ```protobuf
-import "com/iabtechlab/openrtb/v2.6/openrtb.proto";
+import "com/iabtechlab/openrtb/v2/openrtb.proto";
 ```
 
 You'll need the IAB Tech Lab OpenRTB protobuf definitions from:
diff --git a/Makefile b/Makefile
index 5f032ff..b5b9598 100644
--- a/Makefile
+++ b/Makefile
@@ -40,16 +40,7 @@ build-all: build build-rust
 # Protobuf targets
 
 bindings:
-	for x in ${LANGUAGES}; do \
-		protoc --proto_path=. \
-			--$${x}_out=. \
-			--experimental_editions \
-			openrtb.proto agenticrtbframework.proto; \
-		protoc --proto_path=. \
-			--$${x}_out=. \
-			--$${x}-grpc_out=require_unimplemented_servers=false:. \
-			agenticrtbframeworkservices.proto; \
-	done
+	scripts/generate.sh
 
 check:
 	prototool lint
diff --git a/pkg/pb/artf/agenticrtbframework.pb.go b/pkg/pb/artf/agenticrtbframework.pb.go
index bf84f67..8019bfc 100644
--- a/pkg/pb/artf/agenticrtbframework.pb.go
+++ b/pkg/pb/artf/agenticrtbframework.pb.go
@@ -1,7 +1,7 @@
 // Code generated by protoc-gen-go. DO NOT EDIT.
 // versions:
-// 	protoc-gen-go v1.36.5
-// 	protoc        v3.21.12
+// 	protoc-gen-go v1.36.12
+// 	protoc        v5.29.3
 // source: agenticrtbframework.proto
 
 package artf
@@ -26,16 +26,22 @@ type Lifecycle int32
 
 const (
 	// Placeholder to Define Programmatic Auction Definition Stages
-	Lifecycle_LIFECYCLE_UNSPECIFIED Lifecycle = 0
+	Lifecycle_LIFECYCLE_UNSPECIFIED           Lifecycle = 0
+	Lifecycle_LIFECYCLE_PUBLISHER_BID_REQUEST Lifecycle = 1
+	Lifecycle_LIFECYCLE_DSP_BID_RESPONSE      Lifecycle = 2
 )
 
 // Enum value maps for Lifecycle.
 var (
 	Lifecycle_name = map[int32]string{
 		0: "LIFECYCLE_UNSPECIFIED",
+		1: "LIFECYCLE_PUBLISHER_BID_REQUEST",
+		2: "LIFECYCLE_DSP_BID_RESPONSE",
 	}
 	Lifecycle_value = map[string]int32{
-		"LIFECYCLE_UNSPECIFIED": 0,
+		"LIFECYCLE_UNSPECIFIED":           0,
+		"LIFECYCLE_PUBLISHER_BID_REQUEST": 1,
+		"LIFECYCLE_DSP_BID_RESPONSE":      2,
 	}
 )
 
@@ -61,16 +67,6 @@ func (x Lifecycle) Number() protoreflect.EnumNumber {
 	return protoreflect.EnumNumber(x)
 }
 
-// Deprecated: Do not use.
-func (x *Lifecycle) UnmarshalJSON(b []byte) error {
-	num, err := protoimpl.X.UnmarshalJSONEnum(x.Descriptor(), b)
-	if err != nil {
-		return err
-	}
-	*x = Lifecycle(num)
-	return nil
-}
-
 // Deprecated: Use Lifecycle.Descriptor instead.
 func (Lifecycle) EnumDescriptor() ([]byte, []int) {
 	return file_agenticrtbframework_proto_rawDescGZIP(), []int{0}
@@ -123,16 +119,6 @@ func (x Operation) Number() protoreflect.EnumNumber {
 	return protoreflect.EnumNumber(x)
 }
 
-// Deprecated: Do not use.
-func (x *Operation) UnmarshalJSON(b []byte) error {
-	num, err := protoimpl.X.UnmarshalJSONEnum(x.Descriptor(), b)
-	if err != nil {
-		return err
-	}
-	*x = Operation(num)
-	return nil
-}
-
 // Deprecated: Use Operation.Descriptor instead.
 func (Operation) EnumDescriptor() ([]byte, []int) {
 	return file_agenticrtbframework_proto_rawDescGZIP(), []int{1}
@@ -156,6 +142,8 @@ const (
 	Intent_BID_SHADE Intent = 6
 	// Add metrics to an impression
 	Intent_ADD_METRICS Intent = 7
+	// Add extended content IDs
+	Intent_ADD_CIDS Intent = 8
 )
 
 // Enum value maps for Intent.
@@ -169,6 +157,7 @@ var (
 		5: "ADJUST_DEAL_MARGIN",
 		6: "BID_SHADE",
 		7: "ADD_METRICS",
+		8: "ADD_CIDS",
 	}
 	Intent_value = map[string]int32{
 		"INTENT_UNSPECIFIED": 0,
@@ -179,6 +168,7 @@ var (
 		"ADJUST_DEAL_MARGIN": 5,
 		"BID_SHADE":          6,
 		"ADD_METRICS":        7,
+		"ADD_CIDS":           8,
 	}
 )
 
@@ -204,21 +194,66 @@ func (x Intent) Number() protoreflect.EnumNumber {
 	return protoreflect.EnumNumber(x)
 }
 
-// Deprecated: Do not use.
-func (x *Intent) UnmarshalJSON(b []byte) error {
-	num, err := protoimpl.X.UnmarshalJSONEnum(x.Descriptor(), b)
-	if err != nil {
-		return err
-	}
-	*x = Intent(num)
-	return nil
-}
-
 // Deprecated: Use Intent.Descriptor instead.
 func (Intent) EnumDescriptor() ([]byte, []int) {
 	return file_agenticrtbframework_proto_rawDescGZIP(), []int{2}
 }
 
+type Originator_Type int32
+
+const (
+	Originator_TYPE_UNSPECIFIED Originator_Type = 0
+	Originator_TYPE_PUBLISHER   Originator_Type = 1
+	Originator_TYPE_SSP         Originator_Type = 2
+	Originator_TYPE_EXCHANGE    Originator_Type = 3
+	Originator_TYPE_DSP         Originator_Type = 4
+)
+
+// Enum value maps for Originator_Type.
+var (
+	Originator_Type_name = map[int32]string{
+		0: "TYPE_UNSPECIFIED",
+		1: "TYPE_PUBLISHER",
+		2: "TYPE_SSP",
+		3: "TYPE_EXCHANGE",
+		4: "TYPE_DSP",
+	}
+	Originator_Type_value = map[string]int32{
+		"TYPE_UNSPECIFIED": 0,
+		"TYPE_PUBLISHER":   1,
+		"TYPE_SSP":         2,
+		"TYPE_EXCHANGE":    3,
+		"TYPE_DSP":         4,
+	}
+)
+
+func (x Originator_Type) Enum() *Originator_Type {
+	p := new(Originator_Type)
+	*p = x
+	return p
+}
+
+func (x Originator_Type) String() string {
+	return protoimpl.X.EnumStringOf(x.Descriptor(), protoreflect.EnumNumber(x))
+}
+
+func (Originator_Type) Descriptor() protoreflect.EnumDescriptor {
+	return file_agenticrtbframework_proto_enumTypes[3].Descriptor()
+}
+
+func (Originator_Type) Type() protoreflect.EnumType {
+	return &file_agenticrtbframework_proto_enumTypes[3]
+}
+
+func (x Originator_Type) Number() protoreflect.EnumNumber {
+	return protoreflect.EnumNumber(x)
+}
+
+// Deprecated: Use Originator_Type.Descriptor instead.
+func (Originator_Type) EnumDescriptor() ([]byte, []int) {
+	return file_agenticrtbframework_proto_rawDescGZIP(), []int{2, 0}
+}
+
 // The type of margin adjustment
 type Margin_CalculationType int32
 
@@ -252,27 +287,17 @@ func (x Margin_CalculationType) String() string {
 }
 
 func (Margin_CalculationType) Descriptor() protoreflect.EnumDescriptor {
-	return file_agenticrtbframework_proto_enumTypes[3].Descriptor()
+	return file_agenticrtbframework_proto_enumTypes[4].Descriptor()
 }
 
 func (Margin_CalculationType) Type() protoreflect.EnumType {
-	return &file_agenticrtbframework_proto_enumTypes[3]
+	return &file_agenticrtbframework_proto_enumTypes[4]
 }
 
 func (x Margin_CalculationType) Number() protoreflect.EnumNumber {
 	return protoreflect.EnumNumber(x)
 }
 
-// Deprecated: Do not use.
-func (x *Margin_CalculationType) UnmarshalJSON(b []byte) error {
-	num, err := protoimpl.X.UnmarshalJSONEnum(x.Descriptor(), b)
-	if err != nil {
-		return err
-	}
-	*x = Margin_CalculationType(num)
-	return nil
-}
-
 // Deprecated: Use Margin_CalculationType.Descriptor instead.
 func (Margin_CalculationType) EnumDescriptor() ([]byte, []int) {
 	return file_agenticrtbframework_proto_rawDescGZIP(), []int{7, 0}
@@ -280,24 +305,24 @@ func (Margin_CalculationType) EnumDescriptor() ([]byte, []int) {
 
 type RTBRequest struct {
 	state protoimpl.MessageState `protogen:"open.v1"`
-	// ENUM as per Programmatic Auction Definition IAB TL doc/spec
-	Lifecycle *Lifecycle `protobuf:"varint,1,req,name=lifecycle,enum=com.iabtechlab.bidstream.mutation.v1.Lifecycle" json:"lifecycle,omitempty"`
+	// As per Programmatic Auction Definition IAB TL doc/spec
+	Lifecycle *Lifecycle `protobuf:"varint,1,opt,name=lifecycle,enum=com.iabtechlab.bidstream.mutation.v1.Lifecycle" json:"lifecycle,omitempty"`
 	// ID of the extension point request, assigned by the exchange, and unique for the
 	// exchange's subsequent tracking of the responses. The exchange may use
 	// different values for different recipients.
-	// REQUIRED by the RTB specification.
-	Id *string `protobuf:"bytes,2,req,name=id" json:"id,omitempty"`
+	Id *string `protobuf:"bytes,2,opt,name=id" json:"id,omitempty"`
 	// Maximum time in milliseconds the exchange allows for mutations to be received including latency to avoid timeout
-	// REQUIRED by the RTB specification.
-	Tmax *int32 `protobuf:"varint,3,req,name=tmax" json:"tmax,omitempty"`
+	Tmax *int32 `protobuf:"varint,3,opt,name=tmax" json:"tmax,omitempty"`
 	// Bid request
-	// REQUIRED by the RTB specification.
-	BidRequest *openrtb.BidRequest `protobuf:"bytes,4,req,name=bid_request,json=bidRequest" json:"bid_request,omitempty"`
+	BidRequest *openrtb.BidRequest `protobuf:"bytes,4,opt,name=bid_request,json=bidRequest" json:"bid_request,omitempty"`
 	// Bid response
-	// OPTIONAL by the RTB specification.
 	BidResponse *openrtb.BidResponse `protobuf:"bytes,5,opt,name=bid_response,json=bidResponse" json:"bid_response,omitempty"`
+	// Business entity that created and owns the enclosed BidRequest or BidResponse
+	Originator *Originator `protobuf:"bytes,6,opt,name=originator" json:"originator,omitempty"`
+	// List of intents the server is eligibible to send back
+	ApplicableIntents []Intent `protobuf:"varint,7,rep,packed,name=applicable_intents,json=applicableIntents,enum=com.iabtechlab.bidstream.mutation.v1.Intent" json:"applicable_intents,omitempty"`
 	// Extension fields
-	Ext           *Extensions `protobuf:"bytes,6,opt,name=ext" json:"ext,omitempty"`
+	Ext           *RTBRequest_Ext `protobuf:"bytes,99,opt,name=ext" json:"ext,omitempty"`
 	unknownFields protoimpl.UnknownFields
 	sizeCache     protoimpl.SizeCache
 }
@@ -367,55 +392,31 @@ func (x *RTBRequest) GetBidResponse() *openrtb.BidResponse {
 	return nil
 }
 
-func (x *RTBRequest) GetExt() *Extensions {
+func (x *RTBRequest) GetOriginator() *Originator {
 	if x != nil {
-		return x.Ext
+		return x.Originator
 	}
 	return nil
 }
 
-type Extensions struct {
-	state           protoimpl.MessageState `protogen:"open.v1"`
-	extensionFields protoimpl.ExtensionFields
-	unknownFields   protoimpl.UnknownFields
-	sizeCache       protoimpl.SizeCache
-}
-
-func (x *Extensions) Reset() {
-	*x = Extensions{}
-	mi := &file_agenticrtbframework_proto_msgTypes[1]
-	ms := protoimpl.X.MessageStateOf(protoimpl.Pointer(x))
-	ms.StoreMessageInfo(mi)
-}
-
-func (x *Extensions) String() string {
-	return protoimpl.X.MessageStringOf(x)
-}
-
-func (*Extensions) ProtoMessage() {}
-
-func (x *Extensions) ProtoReflect() protoreflect.Message {
-	mi := &file_agenticrtbframework_proto_msgTypes[1]
+func (x *RTBRequest) GetApplicableIntents() []Intent {
 	if x != nil {
-		ms := protoimpl.X.MessageStateOf(protoimpl.Pointer(x))
-		if ms.LoadMessageInfo() == nil {
-			ms.StoreMessageInfo(mi)
-		}
-		return ms
+		return x.ApplicableIntents
 	}
-	return mi.MessageOf(x)
+	return nil
 }
 
-// Deprecated: Use Extensions.ProtoReflect.Descriptor instead.
-func (*Extensions) Descriptor() ([]byte, []int) {
-	return file_agenticrtbframework_proto_rawDescGZIP(), []int{1}
+func (x *RTBRequest) GetExt() *RTBRequest_Ext {
+	if x != nil {
+		return x.Ext
+	}
+	return nil
 }
 
 type RTBResponse struct {
 	state protoimpl.MessageState `protogen:"open.v1"`
 	// ID of the extension point request to which this is a response.
-	// REQUIRED by the RTB specification.
-	Id *string `protobuf:"bytes,1,req,name=id" json:"id,omitempty"`
+	Id *string `protobuf:"bytes,1,opt,name=id" json:"id,omitempty"`
 	// List of mutations suggesting changes to be applied
 	Mutations []*Mutation `protobuf:"bytes,2,rep,name=mutations" json:"mutations,omitempty"`
 	// Metadata about the response
@@ -426,7 +427,7 @@ type RTBResponse struct {
 
 func (x *RTBResponse) Reset() {
 	*x = RTBResponse{}
-	mi := &file_agenticrtbframework_proto_msgTypes[2]
+	mi := &file_agenticrtbframework_proto_msgTypes[1]
 	ms := protoimpl.X.MessageStateOf(protoimpl.Pointer(x))
 	ms.StoreMessageInfo(mi)
 }
@@ -438,7 +439,7 @@ func (x *RTBResponse) String() string {
 func (*RTBResponse) ProtoMessage() {}
 
 func (x *RTBResponse) ProtoReflect() protoreflect.Message {
-	mi := &file_agenticrtbframework_proto_msgTypes[2]
+	mi := &file_agenticrtbframework_proto_msgTypes[1]
 	if x != nil {
 		ms := protoimpl.X.MessageStateOf(protoimpl.Pointer(x))
 		if ms.LoadMessageInfo() == nil {
@@ -451,7 +452,7 @@ func (x *RTBResponse) ProtoReflect() protoreflect.Message {
 
 // Deprecated: Use RTBResponse.ProtoReflect.Descriptor instead.
 func (*RTBResponse) Descriptor() ([]byte, []int) {
-	return file_agenticrtbframework_proto_rawDescGZIP(), []int{2}
+	return file_agenticrtbframework_proto_rawDescGZIP(), []int{1}
 }
 
 func (x *RTBResponse) GetId() string {
@@ -475,14 +476,66 @@ func (x *RTBResponse) GetMetadata() *Metadata {
 	return nil
 }
 
+type Originator struct {
+	state         protoimpl.MessageState `protogen:"open.v1"`
+	Type          *Originator_Type       `protobuf:"varint,1,opt,name=type,enum=com.iabtechlab.bidstream.mutation.v1.Originator_Type" json:"type,omitempty"`
+	Id            *string                `protobuf:"bytes,2,opt,name=id" json:"id,omitempty"`
+	unknownFields protoimpl.UnknownFields
+	sizeCache     protoimpl.SizeCache
+}
+
+func (x *Originator) Reset() {
+	*x = Originator{}
+	mi := &file_agenticrtbframework_proto_msgTypes[2]
+	ms := protoimpl.X.MessageStateOf(protoimpl.Pointer(x))
+	ms.StoreMessageInfo(mi)
+}
+
+func (x *Originator) String() string {
+	return protoimpl.X.MessageStringOf(x)
+}
+
+func (*Originator) ProtoMessage() {}
+
+func (x *Originator) ProtoReflect() protoreflect.Message {
+	mi := &file_agenticrtbframework_proto_msgTypes[2]
+	if x != nil {
+		ms := protoimpl.X.MessageStateOf(protoimpl.Pointer(x))
+		if ms.LoadMessageInfo() == nil {
+			ms.StoreMessageInfo(mi)
+		}
+		return ms
+	}
+	return mi.MessageOf(x)
+}
+
+// Deprecated: Use Originator.ProtoReflect.Descriptor instead.
+func (*Originator) Descriptor() ([]byte, []int) {
+	return file_agenticrtbframework_proto_rawDescGZIP(), []int{2}
+}
+
+func (x *Originator) GetType() Originator_Type {
+	if x != nil && x.Type != nil {
+		return *x.Type
+	}
+	return Originator_TYPE_UNSPECIFIED
+}
+
+func (x *Originator) GetId() string {
+	if x != nil && x.Id != nil {
+		return *x.Id
+	}
+	return ""
+}
+
 type Mutation struct {
 	state protoimpl.MessageState `protogen:"open.v1"`
 	// The purpose of the mutation
-	Intent *Intent `protobuf:"varint,1,req,name=intent,enum=com.iabtechlab.bidstream.mutation.v1.Intent" json:"intent,omitempty"`
+	Intent *Intent `protobuf:"varint,1,opt,name=intent,enum=com.iabtechlab.bidstream.mutation.v1.Intent" json:"intent,omitempty"`
 	// Defines the operation to perform (e.g. add, remove, replace) on the target data at the given path
-	Op *Operation `protobuf:"varint,2,req,name=op,enum=com.iabtechlab.bidstream.mutation.v1.Operation" json:"op,omitempty"`
+	Op *Operation `protobuf:"varint,2,opt,name=op,enum=com.iabtechlab.bidstream.mutation.v1.Operation" json:"op,omitempty"`
 	// The semantic business domain of where the operation will be applied
-	Path *string `protobuf:"bytes,3,req,name=path" json:"path,omitempty"`
+	Path *string `protobuf:"bytes,3,opt,name=path" json:"path,omitempty"`
 	// The structure of value depends on the specified intent.
 	// Reserve 100+ for intent-specific payloads
 	//
@@ -491,7 +544,8 @@ type Mutation struct {
 	//	*Mutation_Ids
 	//	*Mutation_AdjustDeal
 	//	*Mutation_AdjustBid
-	//	*Mutation_AddMetrics
+	//	*Mutation_Metrics
+	//	*Mutation_ContentData
 	Value         isMutation_Value `protobuf_oneof:"value"`
 	unknownFields protoimpl.UnknownFields
 	sizeCache     protoimpl.SizeCache
@@ -582,10 +636,19 @@ func (x *Mutation) GetAdjustBid() *AdjustBidPayload {
 	return nil
 }
 
-func (x *Mutation) GetAddMetrics() *AddMetricsPayload {
+func (x *Mutation) GetMetrics() *MetricsPayload {
 	if x != nil {
-		if x, ok := x.Value.(*Mutation_AddMetrics); ok {
-			return x.AddMetrics
+		if x, ok := x.Value.(*Mutation_Metrics); ok {
+			return x.Metrics
+		}
+	}
+	return nil
+}
+
+func (x *Mutation) GetContentData() *DataPayload {
+	if x != nil {
+		if x, ok := x.Value.(*Mutation_ContentData); ok {
+			return x.ContentData
 		}
 	}
 	return nil
@@ -610,9 +673,14 @@ type Mutation_AdjustBid struct {
 	AdjustBid *AdjustBidPayload `protobuf:"bytes,102,opt,name=adjust_bid,json=adjustBid,oneof"`
 }
 
-type Mutation_AddMetrics struct {
-	// Add metrics or telemetry data
-	AddMetrics *AddMetricsPayload `protobuf:"bytes,103,opt,name=add_metrics,json=addMetrics,oneof"`
+type Mutation_Metrics struct {
+	// Metrics or telemetry data
+	Metrics *MetricsPayload `protobuf:"bytes,103,opt,name=metrics,oneof"`
+}
+
+type Mutation_ContentData struct {
+	// Content data
+	ContentData *DataPayload `protobuf:"bytes,104,opt,name=content_data,json=contentData,oneof"`
 }
 
 func (*Mutation_Ids) isMutation_Value() {}
@@ -621,7 +689,9 @@ func (*Mutation_AdjustDeal) isMutation_Value() {}
 
 func (*Mutation_AdjustBid) isMutation_Value() {}
 
-func (*Mutation_AddMetrics) isMutation_Value() {}
+func (*Mutation_Metrics) isMutation_Value() {}
+
+func (*Mutation_ContentData) isMutation_Value() {}
 
 type Metadata struct {
 	state protoimpl.MessageState `protogen:"open.v1"`
@@ -874,7 +944,7 @@ func (x *AdjustBidPayload) GetPrice() float64 {
 	return 0
 }
 
-type AddMetricsPayload struct {
+type MetricsPayload struct {
 	state protoimpl.MessageState `protogen:"open.v1"`
 	// List of metrics to add
 	Metric        []*openrtb.BidRequest_Imp_Metric `protobuf:"bytes,1,rep,name=metric" json:"metric,omitempty"`
@@ -882,20 +952,20 @@ type AddMetricsPayload struct {
 	sizeCache     protoimpl.SizeCache
 }
 
-func (x *AddMetricsPayload) Reset() {
-	*x = AddMetricsPayload{}
+func (x *MetricsPayload) Reset() {
+	*x = MetricsPayload{}
 	mi := &file_agenticrtbframework_proto_msgTypes[9]
 	ms := protoimpl.X.MessageStateOf(protoimpl.Pointer(x))
 	ms.StoreMessageInfo(mi)
 }
 
-func (x *AddMetricsPayload) String() string {
+func (x *MetricsPayload) String() string {
 	return protoimpl.X.MessageStringOf(x)
 }
 
-func (*AddMetricsPayload) ProtoMessage() {}
+func (*MetricsPayload) ProtoMessage() {}
 
-func (x *AddMetricsPayload) ProtoReflect() protoreflect.Message {
+func (x *MetricsPayload) ProtoReflect() protoreflect.Message {
 	mi := &file_agenticrtbframework_proto_msgTypes[9]
 	if x != nil {
 		ms := protoimpl.X.MessageStateOf(protoimpl.Pointer(x))
@@ -907,163 +977,186 @@ func (x *AddMetricsPayload) ProtoReflect() protoreflect.Message {
 	return mi.MessageOf(x)
 }
 
-// Deprecated: Use AddMetricsPayload.ProtoReflect.Descriptor instead.
-func (*AddMetricsPayload) Descriptor() ([]byte, []int) {
+// Deprecated: Use MetricsPayload.ProtoReflect.Descriptor instead.
+func (*MetricsPayload) Descriptor() ([]byte, []int) {
 	return file_agenticrtbframework_proto_rawDescGZIP(), []int{9}
 }
 
-func (x *AddMetricsPayload) GetMetric() []*openrtb.BidRequest_Imp_Metric {
+func (x *MetricsPayload) GetMetric() []*openrtb.BidRequest_Imp_Metric {
 	if x != nil {
 		return x.Metric
 	}
 	return nil
 }
 
+type DataPayload struct {
+	state protoimpl.MessageState `protogen:"open.v1"`
+	// List of data to add
+	Data          []*openrtb.BidRequest_Data `protobuf:"bytes,1,rep,name=data" json:"data,omitempty"`
+	unknownFields protoimpl.UnknownFields
+	sizeCache     protoimpl.SizeCache
+}
+
+func (x *DataPayload) Reset() {
+	*x = DataPayload{}
+	mi := &file_agenticrtbframework_proto_msgTypes[10]
+	ms := protoimpl.X.MessageStateOf(protoimpl.Pointer(x))
+	ms.StoreMessageInfo(mi)
+}
+
+func (x *DataPayload) String() string {
+	return protoimpl.X.MessageStringOf(x)
+}
+
+func (*DataPayload) ProtoMessage() {}
+
+func (x *DataPayload) ProtoReflect() protoreflect.Message {
+	mi := &file_agenticrtbframework_proto_msgTypes[10]
+	if x != nil {
+		ms := protoimpl.X.MessageStateOf(protoimpl.Pointer(x))
+		if ms.LoadMessageInfo() == nil {
+			ms.StoreMessageInfo(mi)
+		}
+		return ms
+	}
+	return mi.MessageOf(x)
+}
+
+// Deprecated: Use DataPayload.ProtoReflect.Descriptor instead.
+func (*DataPayload) Descriptor() ([]byte, []int) {
+	return file_agenticrtbframework_proto_rawDescGZIP(), []int{10}
+}
+
+func (x *DataPayload) GetData() []*openrtb.BidRequest_Data {
+	if x != nil {
+		return x.Data
+	}
+	return nil
+}
+
+type RTBRequest_Ext struct {
+	state           protoimpl.MessageState `protogen:"open.v1"`
+	extensionFields protoimpl.ExtensionFields
+	unknownFields   protoimpl.UnknownFields
+	sizeCache       protoimpl.SizeCache
+}
+
+func (x *RTBRequest_Ext) Reset() {
+	*x = RTBRequest_Ext{}
+	mi := &file_agenticrtbframework_proto_msgTypes[11]
+	ms := protoimpl.X.MessageStateOf(protoimpl.Pointer(x))
+	ms.StoreMessageInfo(mi)
+}
+
+func (x *RTBRequest_Ext) String() string {
+	return protoimpl.X.MessageStringOf(x)
+}
+
+func (*RTBRequest_Ext) ProtoMessage() {}
+
+func (x *RTBRequest_Ext) ProtoReflect() protoreflect.Message {
+	mi := &file_agenticrtbframework_proto_msgTypes[11]
+	if x != nil {
+		ms := protoimpl.X.MessageStateOf(protoimpl.Pointer(x))
+		if ms.LoadMessageInfo() == nil {
+			ms.StoreMessageInfo(mi)
+		}
+		return ms
+	}
+	return mi.MessageOf(x)
+}
+
+// Deprecated: Use RTBRequest_Ext.ProtoReflect.Descriptor instead.
+func (*RTBRequest_Ext) Descriptor() ([]byte, []int) {
+	return file_agenticrtbframework_proto_rawDescGZIP(), []int{0, 0}
+}
+
 var File_agenticrtbframework_proto protoreflect.FileDescriptor
 
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-})
+const file_agenticrtbframework_proto_rawDesc = "" +
+	"\n" +
+	"\x19agenticrtbframework.proto\x12$com.iabtechlab.bidstream.mutation.v1\x1a'com/iabtechlab/openrtb/v2/openrtb.proto\"\x9b\x04\n" +
+	"\n" +
+	"RTBRequest\x12M\n" +
+	"\tlifecycle\x18\x01 \x01(\x0e2/.com.iabtechlab.bidstream.mutation.v1.LifecycleR\tlifecycle\x12\x0e\n" +
+	"\x02id\x18\x02 \x01(\tR\x02id\x12\x12\n" +
+	"\x04tmax\x18\x03 \x01(\x05R\x04tmax\x12F\n" +
+	"\vbid_request\x18\x04 \x01(\v2%.com.iabtechlab.openrtb.v2.BidRequestR\n" +
+	"bidRequest\x12I\n" +
+	"\fbid_response\x18\x05 \x01(\v2&.com.iabtechlab.openrtb.v2.BidResponseR\vbidResponse\x12P\n" +
+	"\n" +
+	"originator\x18\x06 \x01(\v20.com.iabtechlab.bidstream.mutation.v1.OriginatorR\n" +
+	"originator\x12[\n" +
+	"\x12applicable_intents\x18\a \x03(\x0e2,.com.iabtechlab.bidstream.mutation.v1.IntentR\x11applicableIntents\x12F\n" +
+	"\x03ext\x18c \x01(\v24.com.iabtechlab.bidstream.mutation.v1.RTBRequest.ExtR\x03ext\x1a\x10\n" +
+	"\x03Ext*\t\b\xf4\x03\x10\x80\x80\x80\x80\x02\"\xb7\x01\n" +
+	"\vRTBResponse\x12\x0e\n" +
+	"\x02id\x18\x01 \x01(\tR\x02id\x12L\n" +
+	"\tmutations\x18\x02 \x03(\v2..com.iabtechlab.bidstream.mutation.v1.MutationR\tmutations\x12J\n" +
+	"\bmetadata\x18\x03 \x01(\v2..com.iabtechlab.bidstream.mutation.v1.MetadataR\bmetadata\"\xc8\x01\n" +
+	"\n" +
+	"Originator\x12I\n" +
+	"\x04type\x18\x01 \x01(\x0e25.com.iabtechlab.bidstream.mutation.v1.Originator.TypeR\x04type\x12\x0e\n" +
+	"\x02id\x18\x02 \x01(\tR\x02id\"_\n" +
+	"\x04Type\x12\x14\n" +
+	"\x10TYPE_UNSPECIFIED\x10\x00\x12\x12\n" +
+	"\x0eTYPE_PUBLISHER\x10\x01\x12\f\n" +
+	"\bTYPE_SSP\x10\x02\x12\x11\n" +
+	"\rTYPE_EXCHANGE\x10\x03\x12\f\n" +
+	"\bTYPE_DSP\x10\x04\"\xdb\x04\n" +
+	"\bMutation\x12D\n" +
+	"\x06intent\x18\x01 \x01(\x0e2,.com.iabtechlab.bidstream.mutation.v1.IntentR\x06intent\x12?\n" +
+	"\x02op\x18\x02 \x01(\x0e2/.com.iabtechlab.bidstream.mutation.v1.OperationR\x02op\x12\x12\n" +
+	"\x04path\x18\x03 \x01(\tR\x04path\x12D\n" +
+	"\x03ids\x18d \x01(\v20.com.iabtechlab.bidstream.mutation.v1.IDsPayloadH\x00R\x03ids\x12Z\n" +
+	"\vadjust_deal\x18e \x01(\v27.com.iabtechlab.bidstream.mutation.v1.AdjustDealPayloadH\x00R\n" +
+	"adjustDeal\x12W\n" +
+	"\n" +
+	"adjust_bid\x18f \x01(\v26.com.iabtechlab.bidstream.mutation.v1.AdjustBidPayloadH\x00R\tadjustBid\x12P\n" +
+	"\ametrics\x18g \x01(\v24.com.iabtechlab.bidstream.mutation.v1.MetricsPayloadH\x00R\ametrics\x12V\n" +
+	"\fcontent_data\x18h \x01(\v21.com.iabtechlab.bidstream.mutation.v1.DataPayloadH\x00R\vcontentDataB\a\n" +
+	"\x05valueJ\x06\b\xe8\a\x10\xd0\x0f\"P\n" +
+	"\bMetadata\x12\x1f\n" +
+	"\vapi_version\x18\x01 \x01(\tR\n" +
+	"apiVersion\x12#\n" +
+	"\rmodel_version\x18\x02 \x01(\tR\fmodelVersion\"\x1c\n" +
+	"\n" +
+	"IDsPayload\x12\x0e\n" +
+	"\x02id\x18\x01 \x03(\tR\x02id\"u\n" +
+	"\x11AdjustDealPayload\x12\x1a\n" +
+	"\bbidfloor\x18\x01 \x01(\x01R\bbidfloor\x12D\n" +
+	"\x06margin\x18\x02 \x01(\v2,.com.iabtechlab.bidstream.mutation.v1.MarginR\x06margin\"\xb0\x01\n" +
+	"\x06Margin\x12\x14\n" +
+	"\x05value\x18\x01 \x01(\x01R\x05value\x12g\n" +
+	"\x10calculation_type\x18\x02 \x01(\x0e2<.com.iabtechlab.bidstream.mutation.v1.Margin.CalculationTypeR\x0fcalculationType\"'\n" +
+	"\x0fCalculationType\x12\a\n" +
+	"\x03CPM\x10\x00\x12\v\n" +
+	"\aPERCENT\x10\x01\"(\n" +
+	"\x10AdjustBidPayload\x12\x14\n" +
+	"\x05price\x18\x01 \x01(\x01R\x05price\"Z\n" +
+	"\x0eMetricsPayload\x12H\n" +
+	"\x06metric\x18\x01 \x03(\v20.com.iabtechlab.openrtb.v2.BidRequest.Imp.MetricR\x06metric\"M\n" +
+	"\vDataPayload\x12>\n" +
+	"\x04data\x18\x01 \x03(\v2*.com.iabtechlab.openrtb.v2.BidRequest.DataR\x04data*k\n" +
+	"\tLifecycle\x12\x19\n" +
+	"\x15LIFECYCLE_UNSPECIFIED\x10\x00\x12#\n" +
+	"\x1fLIFECYCLE_PUBLISHER_BID_REQUEST\x10\x01\x12\x1e\n" +
+	"\x1aLIFECYCLE_DSP_BID_RESPONSE\x10\x02*f\n" +
+	"\tOperation\x12\x19\n" +
+	"\x15OPERATION_UNSPECIFIED\x10\x00\x12\x11\n" +
+	"\rOPERATION_ADD\x10\x01\x12\x14\n" +
+	"\x10OPERATION_REMOVE\x10\x02\x12\x15\n" +
+	"\x11OPERATION_REPLACE\x10\x03*\xc4\x01\n" +
+	"\x06Intent\x12\x16\n" +
+	"\x12INTENT_UNSPECIFIED\x10\x00\x12\x15\n" +
+	"\x11ACTIVATE_SEGMENTS\x10\x01\x12\x12\n" +
+	"\x0eACTIVATE_DEALS\x10\x02\x12\x12\n" +
+	"\x0eSUPPRESS_DEALS\x10\x03\x12\x15\n" +
+	"\x11ADJUST_DEAL_FLOOR\x10\x04\x12\x16\n" +
+	"\x12ADJUST_DEAL_MARGIN\x10\x05\x12\r\n" +
+	"\tBID_SHADE\x10\x06\x12\x0f\n" +
+	"\vADD_METRICS\x10\a\x12\f\n" +
+	"\bADD_CIDS\x10\b\"\x06\b\xe8\a\x10\xcf\x0fB9Z7github.com/iabtechlab/agentic-rtb-framework/pkg/pb/artfb\beditionsp\xe8\a"
 
 var (
 	file_agenticrtbframework_proto_rawDescOnce sync.Once
@@ -1077,50 +1170,57 @@ func file_agenticrtbframework_proto_rawDescGZIP() []byte {
 	return file_agenticrtbframework_proto_rawDescData
 }
 
-var file_agenticrtbframework_proto_enumTypes = make([]protoimpl.EnumInfo, 4)
-var file_agenticrtbframework_proto_msgTypes = make([]protoimpl.MessageInfo, 10)
+var file_agenticrtbframework_proto_enumTypes = make([]protoimpl.EnumInfo, 5)
+var file_agenticrtbframework_proto_msgTypes = make([]protoimpl.MessageInfo, 12)
 var file_agenticrtbframework_proto_goTypes = []any{
 	(Lifecycle)(0),                        // 0: com.iabtechlab.bidstream.mutation.v1.Lifecycle
 	(Operation)(0),                        // 1: com.iabtechlab.bidstream.mutation.v1.Operation
 	(Intent)(0),                           // 2: com.iabtechlab.bidstream.mutation.v1.Intent
-	(Margin_CalculationType)(0),           // 3: com.iabtechlab.bidstream.mutation.v1.Margin.CalculationType
-	(*RTBRequest)(nil),                    // 4: com.iabtechlab.bidstream.mutation.v1.RTBRequest
-	(*Extensions)(nil),                    // 5: com.iabtechlab.bidstream.mutation.v1.Extensions
+	(Originator_Type)(0),                  // 3: com.iabtechlab.bidstream.mutation.v1.Originator.Type
+	(Margin_CalculationType)(0),           // 4: com.iabtechlab.bidstream.mutation.v1.Margin.CalculationType
+	(*RTBRequest)(nil),                    // 5: com.iabtechlab.bidstream.mutation.v1.RTBRequest
 	(*RTBResponse)(nil),                   // 6: com.iabtechlab.bidstream.mutation.v1.RTBResponse
-	(*Mutation)(nil),                      // 7: com.iabtechlab.bidstream.mutation.v1.Mutation
-	(*Metadata)(nil),                      // 8: com.iabtechlab.bidstream.mutation.v1.Metadata
-	(*IDsPayload)(nil),                    // 9: com.iabtechlab.bidstream.mutation.v1.IDsPayload
-	(*AdjustDealPayload)(nil),             // 10: com.iabtechlab.bidstream.mutation.v1.AdjustDealPayload
-	(*Margin)(nil),                        // 11: com.iabtechlab.bidstream.mutation.v1.Margin
-	(*AdjustBidPayload)(nil),              // 12: com.iabtechlab.bidstream.mutation.v1.AdjustBidPayload
-	(*AddMetricsPayload)(nil),             // 13: com.iabtechlab.bidstream.mutation.v1.AddMetricsPayload
-	(*openrtb.BidRequest)(nil),            // 14: com.iabtechlab.openrtb.v2.BidRequest
-	(*openrtb.BidResponse)(nil),           // 15: com.iabtechlab.openrtb.v2.BidResponse
-	(*openrtb.BidRequest_Imp_Metric)(nil), // 16: com.iabtechlab.openrtb.v2.BidRequest.Imp.Metric
+	(*Originator)(nil),                    // 7: com.iabtechlab.bidstream.mutation.v1.Originator
+	(*Mutation)(nil),                      // 8: com.iabtechlab.bidstream.mutation.v1.Mutation
+	(*Metadata)(nil),                      // 9: com.iabtechlab.bidstream.mutation.v1.Metadata
+	(*IDsPayload)(nil),                    // 10: com.iabtechlab.bidstream.mutation.v1.IDsPayload
+	(*AdjustDealPayload)(nil),             // 11: com.iabtechlab.bidstream.mutation.v1.AdjustDealPayload
+	(*Margin)(nil),                        // 12: com.iabtechlab.bidstream.mutation.v1.Margin
+	(*AdjustBidPayload)(nil),              // 13: com.iabtechlab.bidstream.mutation.v1.AdjustBidPayload
+	(*MetricsPayload)(nil),                // 14: com.iabtechlab.bidstream.mutation.v1.MetricsPayload
+	(*DataPayload)(nil),                   // 15: com.iabtechlab.bidstream.mutation.v1.DataPayload
+	(*RTBRequest_Ext)(nil),                // 16: com.iabtechlab.bidstream.mutation.v1.RTBRequest.Ext
+	(*openrtb.BidRequest)(nil),            // 17: com.iabtechlab.openrtb.v2.BidRequest
+	(*openrtb.BidResponse)(nil),           // 18: com.iabtechlab.openrtb.v2.BidResponse
+	(*openrtb.BidRequest_Imp_Metric)(nil), // 19: com.iabtechlab.openrtb.v2.BidRequest.Imp.Metric
+	(*openrtb.BidRequest_Data)(nil),       // 20: com.iabtechlab.openrtb.v2.BidRequest.Data
 }
 var file_agenticrtbframework_proto_depIdxs = []int32{
 	0,  // 0: com.iabtechlab.bidstream.mutation.v1.RTBRequest.lifecycle:type_name -> com.iabtechlab.bidstream.mutation.v1.Lifecycle
-	14, // 1: com.iabtechlab.bidstream.mutation.v1.RTBRequest.bid_request:type_name -> com.iabtechlab.openrtb.v2.BidRequest
-	15, // 2: com.iabtechlab.bidstream.mutation.v1.RTBRequest.bid_response:type_name -> com.iabtechlab.openrtb.v2.BidResponse
-	5,  // 3: com.iabtechlab.bidstream.mutation.v1.RTBRequest.ext:type_name -> com.iabtechlab.bidstream.mutation.v1.Extensions
-	7,  // 4: com.iabtechlab.bidstream.mutation.v1.RTBResponse.mutations:type_name -> com.iabtechlab.bidstream.mutation.v1.Mutation
-	8,  // 5: com.iabtechlab.bidstream.mutation.v1.RTBResponse.metadata:type_name -> com.iabtechlab.bidstream.mutation.v1.Metadata
-	2,  // 6: com.iabtechlab.bidstream.mutation.v1.Mutation.intent:type_name -> com.iabtechlab.bidstream.mutation.v1.Intent
-	1,  // 7: com.iabtechlab.bidstream.mutation.v1.Mutation.op:type_name -> com.iabtechlab.bidstream.mutation.v1.Operation
-	9,  // 8: com.iabtechlab.bidstream.mutation.v1.Mutation.ids:type_name -> com.iabtechlab.bidstream.mutation.v1.IDsPayload
-	10, // 9: com.iabtechlab.bidstream.mutation.v1.Mutation.adjust_deal:type_name -> com.iabtechlab.bidstream.mutation.v1.AdjustDealPayload
-	12, // 10: com.iabtechlab.bidstream.mutation.v1.Mutation.adjust_bid:type_name -> com.iabtechlab.bidstream.mutation.v1.AdjustBidPayload
-	13, // 11: com.iabtechlab.bidstream.mutation.v1.Mutation.add_metrics:type_name -> com.iabtechlab.bidstream.mutation.v1.AddMetricsPayload
-	11, // 12: com.iabtechlab.bidstream.mutation.v1.AdjustDealPayload.margin:type_name -> com.iabtechlab.bidstream.mutation.v1.Margin
-	3,  // 13: com.iabtechlab.bidstream.mutation.v1.Margin.calculation_type:type_name -> com.iabtechlab.bidstream.mutation.v1.Margin.CalculationType
-	16, // 14: com.iabtechlab.bidstream.mutation.v1.AddMetricsPayload.metric:type_name -> com.iabtechlab.openrtb.v2.BidRequest.Imp.Metric
-	4,  // 15: com.iabtechlab.bidstream.mutation.v1.RTBExtensionPoint.GetMutations:input_type -> com.iabtechlab.bidstream.mutation.v1.RTBRequest
-	6,  // 16: com.iabtechlab.bidstream.mutation.v1.RTBExtensionPoint.GetMutations:output_type -> com.iabtechlab.bidstream.mutation.v1.RTBResponse
-	16, // [16:17] is the sub-list for method output_type
-	15, // [15:16] is the sub-list for method input_type
-	15, // [15:15] is the sub-list for extension type_name
-	15, // [15:15] is the sub-list for extension extendee
-	0,  // [0:15] is the sub-list for field type_name
+	17, // 1: com.iabtechlab.bidstream.mutation.v1.RTBRequest.bid_request:type_name -> com.iabtechlab.openrtb.v2.BidRequest
+	18, // 2: com.iabtechlab.bidstream.mutation.v1.RTBRequest.bid_response:type_name -> com.iabtechlab.openrtb.v2.BidResponse
+	7,  // 3: com.iabtechlab.bidstream.mutation.v1.RTBRequest.originator:type_name -> com.iabtechlab.bidstream.mutation.v1.Originator
+	2,  // 4: com.iabtechlab.bidstream.mutation.v1.RTBRequest.applicable_intents:type_name -> com.iabtechlab.bidstream.mutation.v1.Intent
+	16, // 5: com.iabtechlab.bidstream.mutation.v1.RTBRequest.ext:type_name -> com.iabtechlab.bidstream.mutation.v1.RTBRequest.Ext
+	8,  // 6: com.iabtechlab.bidstream.mutation.v1.RTBResponse.mutations:type_name -> com.iabtechlab.bidstream.mutation.v1.Mutation
+	9,  // 7: com.iabtechlab.bidstream.mutation.v1.RTBResponse.metadata:type_name -> com.iabtechlab.bidstream.mutation.v1.Metadata
+	3,  // 8: com.iabtechlab.bidstream.mutation.v1.Originator.type:type_name -> com.iabtechlab.bidstream.mutation.v1.Originator.Type
+	2,  // 9: com.iabtechlab.bidstream.mutation.v1.Mutation.intent:type_name -> com.iabtechlab.bidstream.mutation.v1.Intent
+	1,  // 10: com.iabtechlab.bidstream.mutation.v1.Mutation.op:type_name -> com.iabtechlab.bidstream.mutation.v1.Operation
+	10, // 11: com.iabtechlab.bidstream.mutation.v1.Mutation.ids:type_name -> com.iabtechlab.bidstream.mutation.v1.IDsPayload
+	11, // 12: com.iabtechlab.bidstream.mutation.v1.Mutation.adjust_deal:type_name -> com.iabtechlab.bidstream.mutation.v1.AdjustDealPayload
+	13, // 13: com.iabtechlab.bidstream.mutation.v1.Mutation.adjust_bid:type_name -> com.iabtechlab.bidstream.mutation.v1.AdjustBidPayload
+	14, // 14: com.iabtechlab.bidstream.mutation.v1.Mutation.metrics:type_name -> com.iabtechlab.bidstream.mutation.v1.MetricsPayload
+	15, // 15: com.iabtechlab.bidstream.mutation.v1.Mutation.content_data:type_name -> com.iabtechlab.bidstream.mutation.v1.DataPayload
+	12, // 16: com.iabtechlab.bidstream.mutation.v1.AdjustDealPayload.margin:type_name -> com.iabtechlab.bidstream.mutation.v1.Margin
+	4,  // 17: com.iabtechlab.bidstream.mutation.v1.Margin.calculation_type:type_name -> com.iabtechlab.bidstream.mutation.v1.Margin.CalculationType
+	19, // 18: com.iabtechlab.bidstream.mutation.v1.MetricsPayload.metric:type_name -> com.iabtechlab.openrtb.v2.BidRequest.Imp.Metric
+	20, // 19: com.iabtechlab.bidstream.mutation.v1.DataPayload.data:type_name -> com.iabtechlab.openrtb.v2.BidRequest.Data
+	20, // [20:20] is the sub-list for method output_type
+	20, // [20:20] is the sub-list for method input_type
+	20, // [20:20] is the sub-list for extension type_name
+	20, // [20:20] is the sub-list for extension extendee
+	0,  // [0:20] is the sub-list for field type_name
 }
 
 func init() { file_agenticrtbframework_proto_init() }
@@ -1132,17 +1232,18 @@ func file_agenticrtbframework_proto_init() {
 		(*Mutation_Ids)(nil),
 		(*Mutation_AdjustDeal)(nil),
 		(*Mutation_AdjustBid)(nil),
-		(*Mutation_AddMetrics)(nil),
+		(*Mutation_Metrics)(nil),
+		(*Mutation_ContentData)(nil),
 	}
 	type x struct{}
 	out := protoimpl.TypeBuilder{
 		File: protoimpl.DescBuilder{
 			GoPackagePath: reflect.TypeOf(x{}).PkgPath(),
 			RawDescriptor: unsafe.Slice(unsafe.StringData(file_agenticrtbframework_proto_rawDesc), len(file_agenticrtbframework_proto_rawDesc)),
-			NumEnums:      4,
-			NumMessages:   10,
+			NumEnums:      5,
+			NumMessages:   12,
 			NumExtensions: 0,
-			NumServices:   1,
+			NumServices:   0,
 		},
 		GoTypes:           file_agenticrtbframework_proto_goTypes,
 		DependencyIndexes: file_agenticrtbframework_proto_depIdxs,
diff --git a/pkg/pb/artf/agenticrtbframeworkservices.pb.go b/pkg/pb/artf/agenticrtbframeworkservices.pb.go
new file mode 100644
index 0000000..e2a8bc4
--- /dev/null
+++ b/pkg/pb/artf/agenticrtbframeworkservices.pb.go
@@ -0,0 +1,67 @@
+// Code generated by protoc-gen-go. DO NOT EDIT.
+// versions:
+// 	protoc-gen-go v1.36.12
+// 	protoc        v5.29.3
+// source: agenticrtbframeworkservices.proto
+
+package artf
+
+import (
+	protoreflect "google.golang.org/protobuf/reflect/protoreflect"
+	protoimpl "google.golang.org/protobuf/runtime/protoimpl"
+	reflect "reflect"
+	unsafe "unsafe"
+)
+
+const (
+	// Verify that this generated code is sufficiently up-to-date.
+	_ = protoimpl.EnforceVersion(20 - protoimpl.MinVersion)
+	// Verify that runtime/protoimpl is sufficiently up-to-date.
+	_ = protoimpl.EnforceVersion(protoimpl.MaxVersion - 20)
+)
+
+var File_agenticrtbframeworkservices_proto protoreflect.FileDescriptor
+
+const file_agenticrtbframeworkservices_proto_rawDesc = "" +
+	"\n" +
+	"!agenticrtbframeworkservices.proto\x12-com.iabtechlab.bidstream.mutation.services.v1\x1a\x19agenticrtbframework.proto2\x88\x01\n" +
+	"\x11RTBExtensionPoint\x12s\n" +
+	"\fGetMutations\x120.com.iabtechlab.bidstream.mutation.v1.RTBRequest\x1a1.com.iabtechlab.bidstream.mutation.v1.RTBResponseB9Z7github.com/iabtechlab/agentic-rtb-framework/pkg/pb/artfb\x06proto3"
+
+var file_agenticrtbframeworkservices_proto_goTypes = []any{
+	(*RTBRequest)(nil),  // 0: com.iabtechlab.bidstream.mutation.v1.RTBRequest
+	(*RTBResponse)(nil), // 1: com.iabtechlab.bidstream.mutation.v1.RTBResponse
+}
+var file_agenticrtbframeworkservices_proto_depIdxs = []int32{
+	0, // 0: com.iabtechlab.bidstream.mutation.services.v1.RTBExtensionPoint.GetMutations:input_type -> com.iabtechlab.bidstream.mutation.v1.RTBRequest
+	1, // 1: com.iabtechlab.bidstream.mutation.services.v1.RTBExtensionPoint.GetMutations:output_type -> com.iabtechlab.bidstream.mutation.v1.RTBResponse
+	1, // [1:2] is the sub-list for method output_type
+	0, // [0:1] is the sub-list for method input_type
+	0, // [0:0] is the sub-list for extension type_name
+	0, // [0:0] is the sub-list for extension extendee
+	0, // [0:0] is the sub-list for field type_name
+}
+
+func init() { file_agenticrtbframeworkservices_proto_init() }
+func file_agenticrtbframeworkservices_proto_init() {
+	if File_agenticrtbframeworkservices_proto != nil {
+		return
+	}
+	file_agenticrtbframework_proto_init()
+	type x struct{}
+	out := protoimpl.TypeBuilder{
+		File: protoimpl.DescBuilder{
+			GoPackagePath: reflect.TypeOf(x{}).PkgPath(),
+			RawDescriptor: unsafe.Slice(unsafe.StringData(file_agenticrtbframeworkservices_proto_rawDesc), len(file_agenticrtbframeworkservices_proto_rawDesc)),
+			NumEnums:      0,
+			NumMessages:   0,
+			NumExtensions: 0,
+			NumServices:   1,
+		},
+		GoTypes:           file_agenticrtbframeworkservices_proto_goTypes,
+		DependencyIndexes: file_agenticrtbframeworkservices_proto_depIdxs,
+	}.Build()
+	File_agenticrtbframeworkservices_proto = out.File
+	file_agenticrtbframeworkservices_proto_goTypes = nil
+	file_agenticrtbframeworkservices_proto_depIdxs = nil
+}
diff --git a/pkg/pb/artf/agenticrtbframework_grpc.pb.go b/pkg/pb/artf/agenticrtbframeworkservices_grpc.pb.go
similarity index 96%
rename from pkg/pb/artf/agenticrtbframework_grpc.pb.go
rename to pkg/pb/artf/agenticrtbframeworkservices_grpc.pb.go
index d5bd6d5..d03bec9 100644
--- a/pkg/pb/artf/agenticrtbframework_grpc.pb.go
+++ b/pkg/pb/artf/agenticrtbframeworkservices_grpc.pb.go
@@ -1,8 +1,8 @@
 // Code generated by protoc-gen-go-grpc. DO NOT EDIT.
 // versions:
-// - protoc-gen-go-grpc v1.6.0
-// - protoc             v3.21.12
-// source: agenticrtbframework.proto
+// - protoc-gen-go-grpc v1.6.2
+// - protoc             v5.29.3
+// source: agenticrtbframeworkservices.proto
 
 package artf
 
@@ -119,5 +119,5 @@ var RTBExtensionPoint_ServiceDesc = grpc.ServiceDesc{
 		},
 	},
 	Streams:  []grpc.StreamDesc{},
-	Metadata: "agenticrtbframework.proto",
+	Metadata: "agenticrtbframeworkservices.proto",
 }
diff --git a/proto/agenticrtbframework.proto b/proto/agenticrtbframework.proto
index d5782de..89fb61c 100644
--- a/proto/agenticrtbframework.proto
+++ b/proto/agenticrtbframework.proto
@@ -2,8 +2,10 @@ edition = "2023";
 
 package com.iabtechlab.bidstream.mutation.v1;
 
+option go_package = "github.com/iabtechlab/agentic-rtb-framework/pkg/pb/artf";
+
 // Import OpenRTB definitions for BidRequest and BidResponse
-import "com/iabtechlab/openrtb/v2.6/openrtb.proto";
+import "com/iabtechlab/openrtb/v2/openrtb.proto";
 
 // ------------------- Messages -------------------
 
@@ -195,7 +197,7 @@ message AdjustBidPayload {
 
 message MetricsPayload {
   // List of metrics to add
-  repeated com.iabtechlab.openrtb.v2.BidRequest.Metric metric = 1;
+  repeated com.iabtechlab.openrtb.v2.BidRequest.Imp.Metric metric = 1;
 }
 
 message DataPayload {
diff --git a/proto/agenticrtbframeworkservices.proto b/proto/agenticrtbframeworkservices.proto
new file mode 100644
index 0000000..58d467d
--- /dev/null
+++ b/proto/agenticrtbframeworkservices.proto
@@ -0,0 +1,12 @@
+syntax = "proto3";
+
+package com.iabtechlab.bidstream.mutation.services.v1;
+
+option go_package = "github.com/iabtechlab/agentic-rtb-framework/pkg/pb/artf";
+
+import "agenticrtbframework.proto";
+
+service RTBExtensionPoint {
+  // GetMutations returns RTBResponse containing mutations to be applied at the predetermined auction lifecycle event
+  rpc GetMutations (com.iabtechlab.bidstream.mutation.v1.RTBRequest) returns (com.iabtechlab.bidstream.mutation.v1.RTBResponse);
+}
diff --git a/samples/multi-impression.json b/samples/multi-impression.json
index e6681a0..e9157b5 100644
--- a/samples/multi-impression.json
+++ b/samples/multi-impression.json
@@ -111,7 +111,7 @@
       "devicetype": 2,
       "ip": "203.0.113.50",
       "language": "en",
-      "js": 1,
+      "js": true,
       "geo": {
         "country": "USA",
         "region": "TX",
@@ -119,12 +119,12 @@
       }
     },
     "regs": {
-      "coppa": 0,
-      "gdpr": 0,
+      "coppa": false,
+      "gdpr": false,
       "us_privacy": "1YNN"
     },
     "source": {
-      "fd": 1,
+      "fd": true,
       "tid": "transaction-abc-123"
     },
     "at": 1,
diff --git a/samples/native-ad.json b/samples/native-ad.json
index f06420d..9fa4040 100644
--- a/samples/native-ad.json
+++ b/samples/native-ad.json
@@ -60,7 +60,7 @@
       "w": 390,
       "h": 844,
       "pxratio": 3.0,
-      "js": 1,
+      "js": true,
       "language": "en",
       "connectiontype": 6,
       "ifa": "8A2E0A2B-3C4D-5E6F-7A8B-9C0D1E2F3A4B",
@@ -75,7 +75,7 @@
       }
     },
     "regs": {
-      "coppa": 0
+      "coppa": false
     }
   }
 }
diff --git a/scripts/generate.sh b/scripts/generate.sh
index 2570cbf..5211a06 100755
--- a/scripts/generate.sh
+++ b/scripts/generate.sh
@@ -36,14 +36,22 @@ protoc \
   --go_opt=module=github.com/iabtechlab/agentic-rtb-framework \
   "$OPENRTB_PROTO"
 
-# Generate ARTF service and types
-echo "  - ARTF service and types..."
+# Generate ARTF types
+echo "  - ARTF types..."
+protoc \
+  --proto_path="$PROTO_DIR" \
+  --go_out="$PROJECT_ROOT" \
+  --go_opt=module=github.com/iabtechlab/agentic-rtb-framework \
+  "$PROTO_DIR/agenticrtbframework.proto"
+
+# Generate ARTF service (RTBExtensionPoint)
+echo "  - ARTF service..."
 protoc \
   --proto_path="$PROTO_DIR" \
   --go_out="$PROJECT_ROOT" \
   --go_opt=module=github.com/iabtechlab/agentic-rtb-framework \
   --go-grpc_out="$PROJECT_ROOT" \
   --go-grpc_opt=module=github.com/iabtechlab/agentic-rtb-framework \
-  "$PROTO_DIR/agenticrtbframework.proto"
+  "$PROTO_DIR/agenticrtbframeworkservices.proto"
 
 echo "Done! Generated files in $OUT_DIR"