"But that's actually pretty normal in the industry. In other words, good luck building agentic workflows for online advertising on dysfunctional plumbing. It's either just not going to happen, or is going to be really messy. To address this really messy reality, Credera has been testing new technology from infrastructure provider MadConnect that allows buyers to plug AI tools into existing ad tech and marketing platforms without having to set up every connection from scratch."
"In practice, being the connection point means handling all of the unglamorous work of wiring CRMs, CDPs, clean rooms, DSPs and other systems together so AI agents can be useful across them instead of being trapped inside a single platform. Under the hood, ICL is built to natively support Model Context Protocol (MCP), an open-source spec that standardizes how AI agents share context and interact across systems securely."
"Let the agents do all the innovative and fun stuff. We just want to be the infrastructure, the connection point that they connect into. If MCP is akin to a USB, think of ICL as the row of ports on a laptop."
Marketing teams face significant delays moving audiences from CRMs to paid media due to fragmented ad tech infrastructure. While AI agents promise transformation, they cannot function effectively across disconnected systems. MadConnect addresses this challenge with an intelligent connectivity layer (ICL) that integrates CRMs, CDPs, clean rooms, DSPs and other platforms. Built on Model Context Protocol (MCP), an open-source standard, ICL acts as infrastructure enabling AI agents to share context and interact securely across systems. The technology eliminates the need for manual engineering connections, allowing agents to focus on strategic tasks while ICL handles the technical integration work.
#ai-infrastructure #ad-tech-integration #marketing-automation #model-context-protocol #enterprise-connectivity
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