Fix CPM hallucination: remove fallbacks, add pricing provenance, LLM guardrails

src/ad_buyer/agents/level1/portfolio_manager.py

@@ -47,7 +47,12 @@ def create_portfolio_manager(
 2. Delegate to channel specialists (Branding, Mobile, CTV, Performance)
 3. Consolidate recommendations and ensure coherent strategy
 4. Monitor overall campaign performance
-5. Make real-time optimization decisions""",
+5. Make real-time optimization decisions
+
+CRITICAL: NEVER estimate, assume, or fabricate CPM pricing. Only use prices
+explicitly provided by sellers through quotes or media kits. If no pricing is
+available from the seller, state clearly that pricing requires negotiation. Do
+not fill in CPMs from market knowledge or training data.""",
         llm=LLM(
             model=settings.manager_llm_model,
             temperature=0.3,

src/ad_buyer/agents/level2/branding_agent.py

@@ -50,7 +50,12 @@ def create_branding_agent(
 
 You work closely with the Research Agent to discover inventory and the
 Execution Agent to book placements. You report to the Portfolio Manager
-and coordinate with other channel specialists for cohesive campaigns.""",
+and coordinate with other channel specialists for cohesive campaigns.
+
+CRITICAL: NEVER estimate, assume, or fabricate CPM pricing. Only use prices
+explicitly provided by sellers through quotes or media kits. If no pricing is
+available from the seller, state clearly that pricing requires negotiation. Do
+not fill in CPMs from market knowledge or training data.""",
         llm=LLM(
             model=settings.default_llm_model,
             temperature=0.5,

src/ad_buyer/agents/level2/ctv_agent.py

@@ -55,7 +55,12 @@ def create_ctv_agent(
 
 You work with the Research Agent to discover premium CTV inventory and
 the Execution Agent to book placements. You coordinate with Branding
-for cohesive video strategies across screens.""",
+for cohesive video strategies across screens.
+
+CRITICAL: NEVER estimate, assume, or fabricate CPM pricing. Only use prices
+explicitly provided by sellers through quotes or media kits. If no pricing is
+available from the seller, state clearly that pricing requires negotiation. Do
+not fill in CPMs from market knowledge or training data.""",
         llm=LLM(
             model=settings.default_llm_model,
             temperature=0.5,

src/ad_buyer/agents/level2/deal_library_agent.py

@@ -86,7 +86,12 @@ def create_deal_library_agent(
 
 When a deal needs to be booked for a campaign, you hand off to the appropriate
 campaign flow. When you detect underperforming deals or better supply paths, you
-propose changes that the campaign flow can execute.""",
+propose changes that the campaign flow can execute.
+
+CRITICAL: NEVER estimate, assume, or fabricate CPM pricing. Only use prices
+explicitly provided by sellers through quotes or media kits. If no pricing is
+available from the seller, state clearly that pricing requires negotiation. Do
+not fill in CPMs from market knowledge or training data.""",
         llm=LLM(
             model=settings.default_llm_model,
             temperature=0.3,

src/ad_buyer/agents/level2/dsp_agent.py

@@ -77,7 +77,12 @@ def create_dsp_agent(
 
 You work closely with channel specialists (CTV, Branding, Performance, Mobile)
 to understand inventory requirements and with the Execution Agent for
-any direct booking needs outside of DSP activation.""",
+any direct booking needs outside of DSP activation.
+
+CRITICAL: NEVER estimate, assume, or fabricate CPM pricing. Only use prices
+explicitly provided by sellers through quotes or media kits. If no pricing is
+available from the seller, state clearly that pricing requires negotiation. Do
+not fill in CPMs from market knowledge or training data.""",
         llm=LLM(
             model=settings.default_llm_model,
             temperature=0.5,

src/ad_buyer/agents/level2/linear_tv_agent.py

@@ -70,7 +70,12 @@ def create_linear_tv_agent(
 You work with the Research Agent to discover available linear TV inventory
 and the Execution Agent to book placements. You coordinate with the CTV
 Specialist for cross-screen TV strategies and with Branding for cohesive
-video campaigns across linear and streaming.""",
+video campaigns across linear and streaming.
+
+CRITICAL: NEVER estimate, assume, or fabricate CPM pricing. Only use prices
+explicitly provided by sellers through quotes or media kits. If no pricing is
+available from the seller, state clearly that pricing requires negotiation. Do
+not fill in CPMs from market knowledge or training data.""",
         llm=LLM(
             model=settings.default_llm_model,
             temperature=0.5,

src/ad_buyer/agents/level2/mobile_app_agent.py

@@ -53,7 +53,12 @@ def create_mobile_app_agent(
 
 You work closely with the Research Agent to find quality mobile inventory
 and the Execution Agent to book campaigns. You coordinate with the
-Performance Agent for retargeting strategies.""",
+Performance Agent for retargeting strategies.
+
+CRITICAL: NEVER estimate, assume, or fabricate CPM pricing. Only use prices
+explicitly provided by sellers through quotes or media kits. If no pricing is
+available from the seller, state clearly that pricing requires negotiation. Do
+not fill in CPMs from market knowledge or training data.""",
         llm=LLM(
             model=settings.default_llm_model,
             temperature=0.5,

src/ad_buyer/agents/level2/performance_agent.py

@@ -57,7 +57,12 @@ def create_performance_agent(
 and the Execution Agent to book campaigns. You collaborate with the
 Reporting Agent to analyze performance and identify optimization
 opportunities. You coordinate with other specialists for full-funnel
-strategies.""",
+strategies.
+
+CRITICAL: NEVER estimate, assume, or fabricate CPM pricing. Only use prices
+explicitly provided by sellers through quotes or media kits. If no pricing is
+available from the seller, state clearly that pricing requires negotiation. Do
+not fill in CPMs from market knowledge or training data.""",
         llm=LLM(
             model=settings.default_llm_model,
             temperature=0.5,

src/ad_buyer/agents/level3/audience_planner_agent.py

@@ -87,7 +87,12 @@ def create_audience_planner_agent(
         - Portfolio Manager on campaign audience strategy
         - Channel Specialists on channel-specific audience availability
         - Research Agent on inventory discovery
-        - Sellers' Audience Validator agents via UCP exchange""",
+        - Sellers' Audience Validator agents via UCP exchange
+
+        CRITICAL: NEVER estimate, assume, or fabricate CPM pricing. Only use prices
+        explicitly provided by sellers through quotes or media kits. If no pricing is
+        available from the seller, state clearly that pricing requires negotiation. Do
+        not fill in CPMs from market knowledge or training data.""",
         verbose=verbose,
         allow_delegation=False,  # Makes final audience decisions
         memory=True,

src/ad_buyer/agents/level3/execution_agent.py

@@ -63,7 +63,12 @@ def create_execution_agent(
 
 You work for the channel specialists and execute bookings only after
 receiving approved recommendations. Always verify parameters before
-executing any booking action.""",
+executing any booking action.
+
+CRITICAL: NEVER estimate, assume, or fabricate CPM pricing. Only use prices
+explicitly provided by sellers through quotes or media kits. If no pricing is
+available from the seller, state clearly that pricing requires negotiation. Do
+not fill in CPMs from market knowledge or training data.""",
         llm=LLM(
             model=settings.default_llm_model,
             temperature=0.1,

src/ad_buyer/agents/level3/reporting_agent.py

@@ -63,7 +63,12 @@ def create_reporting_agent(
 - Are there any lines that need attention?
 
 You work for the channel specialists and Portfolio Manager to provide
-insights that inform optimization decisions.""",
+insights that inform optimization decisions.
+
+CRITICAL: NEVER estimate, assume, or fabricate CPM pricing. Only use prices
+explicitly provided by sellers through quotes or media kits. If no pricing is
+available from the seller, state clearly that pricing requires negotiation. Do
+not fill in CPMs from market knowledge or training data.""",
         llm=LLM(
             model=settings.default_llm_model,
             temperature=0.2,

src/ad_buyer/agents/level3/research_agent.py

@@ -57,7 +57,12 @@ def create_research_agent(
 - Targeting requirements
 - Flight dates
 - Quality metrics
-- Publisher reputation""",
+- Publisher reputation
+
+CRITICAL: NEVER estimate, assume, or fabricate CPM pricing. Only use prices
+explicitly provided by sellers through quotes or media kits. If no pricing is
+available from the seller, state clearly that pricing requires negotiation. Do
+not fill in CPMs from market knowledge or training data.""",
         llm=LLM(
             model=settings.default_llm_model,
             temperature=0.2,

src/ad_buyer/booking/pricing.py

@@ -20,33 +20,57 @@
 """
 
 from dataclasses import dataclass
+from enum import Enum
 
 from ..models.buyer_identity import AccessTier
 
 
+class PricingSource(Enum):
+    """Provenance of a pricing value.
+
+    Every PricingResult carries a pricing_source indicating where the
+    price came from.  This prevents the system from silently using
+    fabricated CPMs.
+
+    Values:
+        SELLER_QUOTED: Price was provided by the seller (base price exists).
+        NEGOTIATED: Price was agreed via negotiation (target_cpm accepted).
+        UNAVAILABLE: No pricing is available (seller has not provided a price).
+    """
+
+    SELLER_QUOTED = "seller_quoted"
+    NEGOTIATED = "negotiated"
+    UNAVAILABLE = "unavailable"
+
+
 @dataclass
 class PricingResult:
     """Result of a pricing calculation.
 
     Attributes:
         base_price: Original base price before any discounts.
+            None when pricing_source is UNAVAILABLE.
         tier: The buyer's access tier.
         tier_discount: Tier-based discount percentage applied.
         volume_discount: Volume-based discount percentage applied.
         tiered_price: Price after tier discount (before volume discount).
+            None when pricing_source is UNAVAILABLE.
         final_price: Price after all discounts (tier + volume + negotiation).
+            None when pricing_source is UNAVAILABLE.
         requested_volume: Impression volume used for volume discount calculation.
         deal_type: Deal type requested (if any).
+        pricing_source: Provenance of the pricing value.
     """
 
-    base_price: float
+    base_price: float | None
     tier: AccessTier
     tier_discount: float
     volume_discount: float
-    tiered_price: float
-    final_price: float
+    tiered_price: float | None
+    final_price: float | None
     requested_volume: int | None = None
     deal_type: str | None = None
+    pricing_source: PricingSource = PricingSource.SELLER_QUOTED
 
 
 class PricingCalculator:
@@ -81,7 +105,7 @@ class PricingCalculator:
 
     def calculate(
         self,
-        base_price: float,
+        base_price: float | None,
         tier: AccessTier,
         tier_discount: float,
         volume: int | None = None,
@@ -93,7 +117,9 @@ def calculate(
         """Calculate the final price after tier and volume discounts.
 
         Args:
-            base_price: Base CPM price from the product.
+            base_price: Base CPM price from the product.  When None,
+                the calculator refuses to compute and returns a result
+                with pricing_source=UNAVAILABLE.
             tier: Buyer's access tier (public/seat/agency/advertiser).
             tier_discount: Discount percentage for the tier (0-15).
             volume: Requested impression volume (may unlock volume discounts).
@@ -103,8 +129,24 @@ def calculate(
             deal_type: Deal type requested (for informational purposes).
 
         Returns:
-            PricingResult with all pricing details.
+            PricingResult with all pricing details.  When base_price is
+            None, all price fields are None and pricing_source is
+            UNAVAILABLE.
         """
+        # Guard: refuse to compute when base_price is None
+        if base_price is None:
+            return PricingResult(
+                base_price=None,
+                tier=tier,
+                tier_discount=tier_discount,
+                volume_discount=0.0,
+                tiered_price=None,
+                final_price=None,
+                requested_volume=volume,
+                deal_type=deal_type,
+                pricing_source=PricingSource.UNAVAILABLE,
+            )
+
         # Step 1: Apply tier discount
         tiered_price = base_price * (1 - tier_discount / 100)
 
@@ -118,13 +160,15 @@ def calculate(
             final_price = tiered_price
 
         # Step 4: Handle negotiation
+        pricing_source = PricingSource.SELLER_QUOTED
         if target_cpm is not None and can_negotiate and negotiation_enabled:
             floor_price = tiered_price * 0.90
             if target_cpm >= floor_price:
                 final_price = target_cpm
             else:
                 # Counter at floor
                 final_price = floor_price
+            pricing_source = PricingSource.NEGOTIATED
 
         return PricingResult(
             base_price=base_price,
@@ -135,6 +179,7 @@ def calculate(
             final_price=final_price,
             requested_volume=volume,
             deal_type=deal_type,
+            pricing_source=pricing_source,
         )
 
     def _get_volume_discount(

src/ad_buyer/booking/quote_flow.py

@@ -56,7 +56,7 @@ def get_pricing(
         volume: int | None = None,
         target_cpm: float | None = None,
         deal_type: str | None = None,
-    ) -> PricingResult:
+    ) -> PricingResult | None:
         """Calculate pricing for a product based on buyer context.
 
         Args:
@@ -66,11 +66,12 @@ def get_pricing(
             deal_type: Deal type requested.
 
         Returns:
-            PricingResult with all pricing details.
+            PricingResult with all pricing details, or None if no
+            valid pricing is available from the seller.
         """
-        base_price = product.get("basePrice", product.get("price", 0))
+        base_price = product.get("basePrice", product.get("price"))
         if not isinstance(base_price, (int, float)):
-            base_price = 0
+            return None
 
         tier = self._buyer_context.identity.get_access_tier()
         tier_discount = self._buyer_context.identity.get_discount_percentage()
@@ -96,7 +97,7 @@ def build_deal_data(
         flight_start: str | None = None,
         flight_end: str | None = None,
         target_cpm: float | None = None,
-    ) -> dict[str, Any]:
+    ) -> dict[str, Any] | None:
         """Build deal data dict for deal creation.
 
         Calculates pricing and generates a Deal ID, returning
@@ -113,7 +114,8 @@ def build_deal_data(
 
         Returns:
             Dict with deal details including deal_id, pricing,
-            and activation instructions.
+            and activation instructions. Returns None if the
+            product has no valid pricing available.
         """
         # Calculate pricing
         pricing = self.get_pricing(
@@ -123,6 +125,9 @@ def build_deal_data(
             deal_type=deal_type,
         )
 
+        if pricing is None:
+            return None
+
         # Generate deal ID
         identity = self._buyer_context.identity
         identity_seed = identity.agency_id or identity.seat_id or "public"