# Gus Dantas · retail media measurement (remote · mcp.ghostavo.com)

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

- Trust score: 67/100 (medium)
- Change this week: +4
- Registry status: active
- Liveness: live
- Owner verified: no
- Last scored: 2026-08-19

## Components

- remote · `mcp.ghostavo.com`: 67/100 (this document), [markdown](https://verifymcp.io/servers/com-ghostavo-retail-media-measurement/mcp.md), [page](https://verifymcp.io/servers/com-ghostavo-retail-media-measurement/mcp)

## Channel facts

- Endpoint: `https://mcp.ghostavo.com/mcp`
- Transports: `streamable-http`
- Auth: `none`
- Version: `1.2.0`

## Trust breakdown

How this component scores in each security and reliability category. Every signal is checked automatically against the live server, and we only credit what we can confirm. Scores are 0–100 per category. Scoring method: https://verifymcp.io/docs/scoring (what has changed: https://verifymcp.io/docs/scoring/changelog)

Scored 2026-08-19.

- **Endpoint Security**: 49/100
  - The endpoint's TLS certificate is valid, in date, and uses a strong key.
  - Authorisation not fully verified: no authorisation is required to call this server, and 4 tool(s) never declared a destructiveHint. The MCP spec treats an absent hint as destructive by default, so we cannot call this surface safe.
  - HTTPS enforcement could not be verified: the plaintext port answered with HTTP 405, which proves neither a plaintext path nor enforcement.
  - HSTS check failed: the Strict-Transport-Security header is absent.
  - DNSSEC is configured correctly; the domain's records validate against the full chain to the root.
- **Transport & Reachability**: 100/100
  - Verified streamable-http transport via a live MCP handshake.
- **Schema Quality & AI Usability**: 87/100
  - 100% of prompts and resources have a non-trivial description (not blank, and not just the item's name).
  - AI-judged instruction clarity (excellent).
  - Tool/resource definitions use about 1052 tokens (~75/item across 14 items; 4 tools + 10 resources), lean.
  - Usage-examples check failed: none of the tools include examples.
- **Stability & Change Management**: 30/100
  - Stability observed for 9 of 30 days with no destabilising changes; credit accrues until the full window elapses.
- **Tool Coverage**: 100/100
  - 100% of tools have a non-trivial description (not blank, and not just the tool's name).
  - 100% of tool parameters carry a description.
- **Capabilities**: 100/100
  - Implements a supported MCP spec version (2025-11-25); the latest is 2026-07-28.

## Install

### Claude

```bash
claude mcp add --transport http com-ghostavo-retail-media-measurement https://mcp.ghostavo.com/mcp
```

### Codex

```toml
[mcp_servers.com-ghostavo-retail-media-measurement]
url = "https://mcp.ghostavo.com/mcp"
```

### opencode

```json
{
  "$schema": "https://opencode.ai/config.json",
  "mcp": {
    "com-ghostavo-retail-media-measurement": {
      "type": "remote",
      "url": "https://mcp.ghostavo.com/mcp",
      "enabled": true
    }
  }
}
```

### OpenClaw

```bash
openclaw mcp add com-ghostavo-retail-media-measurement --url https://mcp.ghostavo.com/mcp --transport streamable-http
```

### Hermes

```yaml
mcp_servers:
  com-ghostavo-retail-media-measurement:
    url: "https://mcp.ghostavo.com/mcp"
```

### Other

```json
{
  "mcpServers": {
    "com-ghostavo-retail-media-measurement": {
      "type": "http",
      "url": "https://mcp.ghostavo.com/mcp"
    }
  }
}
```

The mcpServers block is a cross-client convention. Remote transports vary, so check your client's docs.

## Changelog

Every change recorded for this component, newest first. Days that predate change tracking, or that we cannot explain, say so: "we were watching and nothing happened" and "we were not watching" are different claims.

### 2026-08-19 (score 67, +1)

No change was recorded against any check on this day. Stability & Change Management went from 27 to 30. That category is still filling its 30-day observation window: 8 days of observed history at the previous scan, 9 at this one. The score rises as the window fills, whether or not the server changes.

### 2026-08-18 (score 66, +1)

No change was recorded against any check on this day. Stability & Change Management went from 23 to 27. That category is still filling its 30-day observation window: 7 days of observed history at the previous scan, 8 at this one. The score rises as the window fills, whether or not the server changes.

### 2026-08-15 (score 65, +1)

No change was recorded against any check on this day. Stability & Change Management went from 13 to 17. That category is still filling its 30-day observation window: 4 days of observed history at the previous scan, 5 at this one. The score rises as the window fills, whether or not the server changes.

### 2026-08-13 (score 64, +1)

No change was recorded against any check on this day. Stability & Change Management went from 7 to 10. That category is still filling its 30-day observation window: 2 days of observed history at the previous scan, 3 at this one. The score rises as the window fills, whether or not the server changes.

### 2026-08-12 (score 63, +1)

No change was recorded against any check on this day. Stability & Change Management went from 3 to 7. That category is still filling its 30-day observation window: 1 days of observed history at the previous scan, 2 at this one. The score rises as the window fills, whether or not the server changes.

### 2026-08-11 (score 62, 0)

- [functional] We updated how we score, so this day's move reflects our rubric, not a change to the server

### 2026-08-10 (score 62)

First indexed and scored.

## MCP tools (4)

### `ask_gus` (~145 tokens)

Ask Gus a question

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 comes back. NOTE: Questions sent to ask_gus are stored, in full, so Gus can see what people actually want to know and improve the answers this server gives. Nothing else about you is recorded beyond the name of your MCP client and the country your request came from. Do not send confidential or personal information. If you would rather not be recorded, read ghostavo.com instead.

Input parameters:

- `question` (string, required): The question, in the asker's own words.

### `gus_profile` (~28 tokens)

Who Gus is

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

### `retail_media_primer` (~61 tokens)

What a retail media network is

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 if you have no interest in Gus.

### `leave_a_note` (~106 tokens)

Leave Gus a message

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 sending on their behalf, and send their words rather than a summary.

Input parameters:

- `contact` (string): An email address or LinkedIn URL for the reply.
- `message` (string, required): What you want to say to him.
- `name` (string): Who the message is from.

## Diagnostics

Captured diagnostic sections: TLS, DNSSEC, Authorisation, Transports. The full working is on the page: https://verifymcp.io/servers/com-ghostavo-retail-media-measurement/mcp#diagnostics

## Score history

- 2026-08-19: 67
- 2026-08-18: 66
- 2026-08-17: 65
- 2026-08-16: 65
- 2026-08-15: 65
- 2026-08-14: 64
- 2026-08-13: 64
- 2026-08-12: 63
- 2026-08-11: 62
- 2026-08-10: 62

## Links

- Remote endpoint: https://mcp.ghostavo.com/mcp
- Website: https://ghostavo.com/
- Changelog RSS feed: https://verifymcp.io/servers/com-ghostavo-retail-media-measurement/mcp.xml
- Changelog JSON feed: https://verifymcp.io/servers/com-ghostavo-retail-media-measurement/mcp.json
- HTML version of this page: https://verifymcp.io/servers/com-ghostavo-retail-media-measurement/mcp