Nexxen Expands nexAI Ecosystem with Open MCP and Agent-to-Agent Adtech Integrations

Nexxen, a prominent global advertising technology platform powered by proprietary data and unified media solutions, has announced a major architectural expansion of its native artificial intelligence engine, nexAI. The latest release introduces advanced cross-platform interoperability, enabling external AI agents to connect directly into the Nexxen ecosystem via open protocols such as the Model Context Protocol (MCP) and Agent-to-Agent (A2A) frameworks. This upgrade allows enterprise customers to remotely query and orchestrate Nexxen’s advanced agentic capabilities through any MCP-compatible digital assistant.

The structural rollout moves Nexxen beyond traditional, closed-loop AI software features toward an open, protocol-based AI operating system that spans its demand-side platform (DSP), supply-side platform (SSP), and data management platform (DMP). The system delivers a transparent, highly controllable, and fully interoperable agentic AI layer across the complete advertising campaign lifecycle. In practice, enterprise agencies and brand marketers can natively embed Nexxen’s data assets, media planning tools, and real-time activation workflows directly into their own internal software stacks and proprietary AI pipelines, removing the need to log into a separate platform interface.

Automating High-Volume Programmatic Workflows and Audience Audits

By tapping into this new decentralized endpoint, corporaData Aggregationte media teams can deploy autonomous agents to handle heavy data processing and routine operational tasks, such as:

• Automated Data Aggregation: Standing up specialized reporting agents that automatically compile cross-campaign performance metrics overnight and flag delivery anomalies prior to morning status meetings.
• Pre-Launch Compliance Verification: Running automated pre-flight campaign quality assurance (QA) protocols that continuously audit lines and line-item setups against internal brand guardrails and business rules.
• Algorithmic Spend Optimization: Surfacing incremental spend recommendations and optimization strategies directly within an organization’s internal planning applications.
• Natural Language Data Inquiries: Querying complex multi-channel campaign architectures using plain-language questions-such as “Which audience segments are performing best?”—through whichever enterprise AI assistant their team uses on a daily basis.

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“Technologically advanced clients increasingly want AI systems that can connect across platforms and tools, rather than a walled garden approach. This new interoperability enables their teams to work more efficiently, while also auditing, understanding and governing their strategy’s execution end to end,” said Karim Rayes, Chief Product Officer, Nexxen. “This latest phase of nexAI reflects a major industry shift from AI experimentation to an open, agentic full-funnel AI layer that has only partially been addressed so far by platforms.”

Establishing a New Standard for Full-Funnel Programmatic Buying

The expanded nexAI framework introduces a specialized suite of capabilities designed to address common data siloes and transparency concerns across the modern adtech ecosystem:

• Full-Funnel Agentic Orchestration: Instead of isolating AI tools into separate tasks, the system embeds collaborative AI agents across planning, activation, real-time optimization, and monetization within a unified hub connecting demand, data, and supply.
• Dual-Path Technical Architecture: Nexxen stands as one of the earliest adtech innovators to simultaneously support both native AI workflows within its proprietary interface and external agent integrations via open protocols like MCP and A2A.
• Open, Extensible Interoperability: By shifting away from rigid, legacy walled gardens toward open-protocol connectivity, Nexxen transitions into a highly connectable, platform-agnostic media hub.
• Transparent, Human-Governed Execution: The system prioritizes completely auditable decision logs, clear human-defined operational guardrails, and observable automated actions to ensure complete brand safety and algorithmic accountability.

“Agentic buying is the next step in the evolution of how we transact media,” said Jeremy Cobb, Vice President of Digital Platforms, H/L. “While the rise of digital gave us the agility we lacked in the traditional TV era, agentic capabilities are the ultimate accelerator. By integrating these tools, we supercharge our speed-to-market and empower our teams to bypass manual data processing, executing optimizations at the precise moment they deliver the greatest impact. Nexxen’s latest advancements are a tremendous addition to this evolution, accelerating our ability to win in a fast-paced market.”

The updated nexAI open-protocol integrations are available immediately to global enterprise clients and agency networks looking to merge advanced programmatic capabilities with modern corporate AI infrastructure.