Nexxen has revealed the introduction of Model Context Protocol (MCP), as well as AI integrations between agents within their advertising platform, which represents a substantial move towards a smarter advertising landscape. With the adoption of these capabilities, external AI assistants and software agents will be able to communicate with the Nexxen advertising platform by using natural language to obtain information about campaigns, audience demographics, planning, and activation capabilities. In addition, with the implementation of MCP and communication protocols between agents and the Nexxen platform, the company will provide AI technology with the ability to work directly with its advertising solutions.
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These integrations are aimed at empowering marketers to be faster at making decisions, optimizing their operations, and discovering additional potential for automation within all of these processes. This is a clear response to the ongoing trend in the industry of creating agentic AI that is capable of performing various actions, exchanging data, and taking action almost without any human involvement. As more companies are embracing AI in marketing, Nexxen’s latest advancement prepares it for the future when AI will be actively used in advertising processes as one of the stakeholders.