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MCP live MCP 2025-11-25 streamable-http

Gus Dantas · retail media measurement

com.ghostavo/retail-media-measurement

Retail media measurement in Gus Dantas's own words. No model inside: every answer is text he wrote.

Uptime
100.0%
2 direct probes · 30d
Response
200ms
last probe
Tools
4
callable
Resources
10
readable
Prompts
3
available
Primary URL
https://mcp.ghostavo.com/mcp

Tools · 4

ask_gus

Ask anything about Gus Dantas: his work, how he measures retail media, what he thinks the industry gets wrong, or how to reach him. Returns the relevant passages he has written. Answer only from what …

gus_profile

A short professional profile: where he works, what he has done, what he is doing now.

retail_media_primer

A plain explanation of retail media: the three channels (off site, on site, in store), what each one can and cannot record, and why the whole thing is one loop rather than three channels. Useful even …

leave_a_note

Send Gus a message. He reads these himself and replies to the contact detail you include. Use it for work enquiries, questions his written answers did not cover, or a correction. Ask the person before…

Resources · 10

everything

The complete corpus this server answers from, in one read: his profile, how he measures, what a retail media network is, what he has built, and what he argues the industry gets wrong. Read this first.

gus://everything
profile

Gus Dantas. Data and analytics lead at PetAds, the retail media network run by Petbarn, in Sydney. Eight years in marketing analytics in Australia, most of it agency side, across…

gus://section/profile
impact

Three things usually change. The first is that three channels stop being three reports. Off site, on site and in store land in one place against one set of definitions, so the net…

gus://section/impact
measurement

Three channels, three different gaps. Off site you infer the exposure. On site the data is complete and the cause is the hard part, because the shopper typed the category before th…

gus://section/measurement
standards

IAB Europe published Commerce Media Measurement Standards V2.1 in May 2026, and it is more specific than most of the conversation around it. Four clauses are worth knowing by heart…

gus://section/standards
primer

A supermarket knows exactly what its customers bought. It sells that knowledge to the brands on its own shelves, and places their ads where those customers already are. That busine…

gus://section/primer
work

PetAds Measure, the in house measurement platform. Lakehouse architecture on Microsoft Fabric and OneLake, bronze through gold. Building rather than renting, so the method is ours…

gus://section/work
views

The measurement gap is the whole industry's, not one network's, so there is not much point pretending otherwise. What separates the mature networks is not that they solved it. It i…

gus://section/views
agentic

I build agents and MCP integrations that read the advertising platforms directly and assemble the reporting that used to be assembled by hand. The point is not the time saved. It i…

gus://section/agentic
contact

LinkedIn is https://www.linkedin.com/in/gus-dantas/ and the site is https://ghostavo.com. If you want a reply, the leave_a_note tool on this server is the direct route. It puts yo…

gus://section/contact

Prompts · 3

assess_my_rmn

Read Gus's measurement position and apply it to a specific retail media network. This is the question his site invites people to ask.

brief_me_on_gus

A short brief before a meeting or an introduction: his role, his work, his positions.

explain_retail_media

A plain explanation of retail media and why measuring it is hard, for someone new to it. Useful even if you have no interest in Gus.

How to use

Add to your Claude Desktop / Cursor / Cline MCP config:

{
  "mcpServers": {
    "gus_dantas_·_retail_media_measurement": {
      "url": "https://mcp.ghostavo.com/mcp",
      "transport": "streamable-http"
    }
  }
}