APIs Have Had Their Moment, But MCPs Reign Supreme In The Agentic Era | AdExchanger

"Model Context Protocol (MCP) is an open-source standard that connects AI systems to outside sources, like data warehouses and analytics platforms. On Tuesday, Infillion launched the Infillion Agent Connector, a fully agentic media execution platform built on MCP. Within the connector, AI agents can communicate with each other and handle the full cycle of a campaign, from campaign planning and budgeting to targeting to analysis. Stagwell is among the early customers."

"The industry is "exiting a programmatic era" and entering an agentic one, said Jeremy Woodlee, GM of enterprise at Infillion. But that doesn't mean all the tools have to change. When digital media shifted to programmatic, Woodlee said, "it's not like we ditched all the infrastructure of the prior era." Those former standards became the foundation of the next. An SSP might become a seller agent and a DSP a buyer agent, he said, but the needs for supply, measurement and optimization won't change."

Model Context Protocol (MCP) is an open-source standard that connects AI systems to external sources, including data warehouses and analytics platforms. Infillion launched the Agent Connector, a fully agentic media execution platform built on MCP that enables AI agents to communicate and manage the campaign cycle from planning and budgeting to targeting and analysis. An MCP links agents so one agent's output, like a curated audience, becomes input for another agent such as a media execution agent. The industry is shifting from programmatic to agentic approaches while retaining infrastructure roles like SSPs and DSPs. Brands and agencies can create proprietary agents trained on brand data and campaign history. Advertisers can use custom or off-the-shelf agents connected to MediaMath within Infillion.

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