Model Context Protocol

Media measurement provider Measured launched an MCP integration that allows brands to ask ChatGPT, Claude, Gemini and other AI platforms how their media is performing.

Rather than fighting the rising tide of AI search engines and agentic tools, Microsoft AI’s Nikhil Kolar says publishers and retailers should license access to their sites and create content that speaks directly to AI crawlers.

AI agents are moving fast, but MadConnect says ad tech’s slow, messy plumbing still needs an overhaul before agentic marketing can really work.

Your TL;DR on MCP, the open standard that lets AI models connect to tools, remember context and run workflows across platforms.

Ripping out battle-tested infrastructure and starting from scratch – as some emerging agentic protocols propose – is the slowest and most painful path to advertising’s agentic future.

Amazon Ads’ MCP server is in open beta, allowing advertisers to connect their own tools to its API functionalities through one integration.

Advertising’s “agentic” future is a compelling vision, but one that relies on capabilities that do not exist yet. AdCP may one day make buying easier, but it will not make buying better by itself.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Agentic Alphabet Soup Another day, another attempt at making sense of agentic AI. On Tuesday, the IAB Tech Lab released its Agentic Roadmap, a framework designed to help the industry scale agentic buying and selling without rewiring existing workflows. Tech Lab CEO Anthony Katsur says the new road map will minimize fragmentation and confusion across […]

NBCU is testing agentic systems that can automatically activate campaigns across its entire portfolio – including live sports on linear.

On Tuesday, Infillion launched fully agentic media execution platform built on MCP, marking a shift from the programmatic to the agentic era.

It won’t fail because the protocol is bad; it will fail because you’ve been sold a simplistic dream – a “universal API” for ad tech – and that’s what you’re budgeting for.

Understanding where AI agents make financial sense today is the difference between building a sustainable competitive advantage and burning through your margins in pursuit of buzzwords.

The desire for a data-driven reinvention of OOH inspired OUTFRONT to create agentic AI tools for executing and measuring OOH campaigns and comparing OOH to other channels.

Here are three areas that marketing technology professionals must handle successfully to get the most out of their AI applications.