"On Monday, Amazon Ads opened a beta program for its new MCP server that connects preexisting software systems and their APIs to agentic AI systems. Amazon Ads hosts the infrastructure on behalf of advertisers, said Paula Despins, Amazon Ads' VP of ads measurement. The Amazon Ads MCP will also be natively integrated with Amazon campaign management tools, she added, though on the AI side clients can bring in their own LLM or agentic AI solution."
"The idea isn't a fundamental overhaul of how an online ad campaign works so much as a way to reduce human work hours and general frustration because their new software services don't sync nicely. For example, through the beta program, advertisers will now automatically have access to new features that are rolled out through the MCP server. Working with an MCP removes a lot of "heavy lifting" that's part of advertisers' current processes, Despins added, since there isn't a new integration for each individual API."
Amazon Ads opened a beta for a Model Context Protocol (MCP) server that links existing software systems and APIs to agentic AI systems. The MCP is hosted by Amazon Ads and is natively integrated with Amazon campaign management tools, while allowing clients to use their own LLMs or agentic AI solutions. The MCP functions as a translation layer that avoids creating custom integrations for each API. The server provides natural-language tools that perform multi-step tasks previously requiring multiple API calls or technical skills. Example tools can build full campaigns from a product and budget prompt and redistribute high-performing keywords across campaigns.
Read at AdExchanger
Unable to calculate read time
Collection
[
|
...
]