"To recap, Model Context Protocol is an open standard for how AI systems communicate with external tools and AI agents, enabling agents to access Amazon Ads API functionality without requiring custom, one-off integrations, eliminating the need for multiple point-to-point connections and ongoing maintenance. This means advertisers and partners can use a single integration to connect custom-built agents or AI platforms such as Claude, ChatGPT, or Gemini. Once connected, the Amazon Ads MCP server allows agents to access individual Amazon Ads capabilities."
"Amazon is laying the plumbing for agentic advertising with the launch of its MCP server in open beta, opening up its ad stack to AI agents. The development was the subject of its flagship announcement at this year's IAB leadership meeting, which provides a standards-based translation layer that converts natural-language prompts into structured API calls. In practice, this allows agents using platforms such as ChatGPT or Claude to create campaigns, pull reports, and manage billing without custom integrations."
Amazon launched the MCP server in open beta to open its ad stack to AI agents by providing a standards-based translation layer that converts natural-language prompts into structured API calls. Model Context Protocol standardizes how AI systems communicate with external tools and agents, allowing access to Amazon Ads API functionality without custom integrations. Advertisers and partners can use a single integration to connect custom-built agents or AI platforms like Claude, ChatGPT, or Gemini. The Amazon Ads MCP server exposes individual ad capabilities and bundles common ad operations into prebuilt workflow tools for end-to-end execution. The move shifts focus toward workflow orchestration and reduces maintenance from multiple point-to-point connections.
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