In today’s fast-evolving world of retail media, aligning global marketing budgets with the grocery shelves at a local level has always been considered as the ultimate goal, or as the “holy grail.” On April 14, 2026, Unlimitail, the retail media venture by Publicis Groupe and Carrefour, made an announcement of a major collaboration with Skai.

This partnership makes available the high-intent commerce audiences of leading European retailers, such as Carrefour and Plus NL, to world advertisers via Skai’s platform. It greatly advances retail media becoming “buyable” on a large scale, connecting the highly refined ad-tech solutions and the vast reservoirs of first-party grocery data.

The News: Democratizing Retail Media Access

Through this collaboration, advertisers can now handle retail media campaigns for Carrefour (across France Spain Italy, Belgium Romania Poland, and Brazil) and Plus NL (Netherlands) effortlessly right from the Skai platform. Featuring the fusion between Unlimitail’s “off-site” and “on-site” product assortment and Skai’s state-of-the-art AI-optimization tools, the agreement addresses one of the main issues for global brands: fragmentation. Earlier, advertisers had to deal with several separate systems when targeting European consumers. Now, they can use high-intent data – what people are actually buying in store and online – to run programmatic campaigns just as easily as placing ads on search or social media.

Impact on the Programmatic Advertising Industry

For the Programmatic Advertising sector, this news marks a transition from “experimental” retail media to “standardized” performance marketing.

1. The Rise of “Commerce-Infused” Programmatic: Traditional programmatic advertising has often relied on inferred interests (what someone reads) or demographics. This partnership pushes the industry toward deterministic data—targeting based on actual purchase history. In a post-cookie world, this makes retail media the most valuable currency in the programmatic ecosystem.
2. Standardization of Measurement: One of the biggest hurdles in programmatic has been “closed-loop” measurement (proving an ad led to a sale). By linking Skai’s platform directly to Unlimitail’s retail data, advertisers can now see the direct correlation between a programmatic display ad and a carton of milk sold at a Carrefour in Lyon.
3. Inventory Expansion: This deal significantly increases the supply of high-quality, brand-safe “off-site” inventory. Programmatic platforms can now bid on premium placements across the open web using Carrefour’s first-party segments, increasing the overall “IQ” of the programmatic bid stream.

Also Read: Particular Audience just smashed open the blackbox of AI Search

Effects on Businesses Operating in This Industry

Businesses within the ad-tech, agency, and brand-side marketing sectors must adapt to this new era of “High-Intent” advertising:

• Ad-Tech Providers: Platforms that do not offer direct integrations with retail media networks (RMNs) like Unlimitail will likely see a flight of capital toward platforms like Skai. The “connective tissue” between retailers and programmatic buyers is now the most profitable area of the tech stack.
• Media Agencies: Agencies must shift their talent pool. The silos between “Shopper Marketing” and “Programmatic Trading” are collapsing. Teams now need to understand how to optimize grocery-list data within a real-time bidding (RTB) environment.
• Global Brands (CPGs): For businesses like Unilever or Nestlé, this news provides a unified “cockpit” to manage global spend. They can now run a single campaign that targets “coffee lovers” across multiple European countries, utilizing local retailer data but managed through a central global programmatic strategy.
• Small and Mid-Sized Retailers: This partnership sets a high bar. Smaller retailers operating in the programmatic space will feel the pressure to join larger alliances (like Unlimitail) to ensure their data is accessible to the global platforms where the big budgets live.

Conclusion

The Unlimitail and Skai partnership is a clear signal that the future of Programmatic Advertising is inextricably linked to retail data. By opening up Carrefour’s and Plus NL’s audiences to the global market, Unlimitail is not just selling ads; they are creating a new blueprint for how the world’s largest brands interact with consumers. For businesses in this industry, the message is simple: data is the fuel, but programmatic orchestration is the engine that will drive the next decade of growth.

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DeepIntent has announced the launch of Helix, a purpose-built healthcare marketing cloud intended for the integration of data, compliance, and artificial intelligence capabilities under a single umbrella for marketers and their partners who need to navigate a regulated environment. Helix has been built based on over a decade of proprietary health data investment and offers HIPAA-compliant access to rich health-related data sets covering millions of health providers and hundreds of millions of patient profiles for precise audience segmentation, activation, and analysis. Helix has been described as an open and flexible environment for agencies, brands, and their partners to leverage first-party, second-party, and third-party data sets and build custom solutions and activations without having to build costly infrastructure themselves.

Also Read: Nextdoor Introduces AI Click Optimisation to Boost Hyperlocal Advertising Performance

The key features include integrated data management, analytics workbenches, and build environment customization, which aim to speed up the workflow and boost the performance of marketing campaigns—up to 50% faster execution for early adopters. With healthcare marketing becoming more and more data-driven and privacy-conscious, Helix seems to embody a wider industry movement towards integrated, AI-friendly platforms that allow marketers to transition from disjointed systems to integrated ones, ultimately helping to boost marketing performance and patient engagement.

Read Complete Post: DeepIntent Launches Helix, a Purpose-Built Healthcare Marketing Cloud

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illumin has formed a strategic partnership with Full Stack Big Data (FSBD) to enhance the capabilities of privacy-safe audience intelligence within their existing programmatic advertising platform, which helps solve the growing industry problem of signal loss and the demise of cookies and mobile identifiers. This partnership combines FSBD’s postal code-based model with illumin’s existing platform, which allows advertisers to access over 1,000 high-value audience segments for key global markets including North America, EMEA, and LATAM. This allows marketers to reach their desired audience without having to resort to traditional tracking methods while staying within a privacy-friendly ecosystem.

Also Read: VideoAmp Expands VXP with Audio and Cinema Data to Power Unified Cross-Platform Planning

The early benchmark results of the solution set suggest that the solution can yield up to 35% greater incremental reach and 40% more efficient frequency control, thus reducing duplication and media spend in real-time. By adding such capabilities within its own platform, advertisers will be able to take action on performance signals in real-time, optimize targeting strategies in dynamic ways, and ultimately improve the performance of their campaigns. This partnership is another step forward for audience intelligence solutions that are scalable, data-driven, and performance- and privacy-focused, and will help brands succeed in today’s complex and ever-evolving digital advertising landscape.

Read Complete Post: illumin partners with FSBD to expand privacy-safe audience intelligence for programmatic advertising

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VideoAmp has upgraded its Cross-Platform Planner (VXP) by adding a new layer of first-party data from SiriusXM Media and National CineMedia (NCM), greatly increasing its capability to offer seamless, audience-centric media planning across various channels. This is a historic step as digital audio and cinema data have been united for the first time in a comprehensive cross-platform planning tool, which allows advertisers to orchestrate and evaluate their campaigns across linear TV streaming CTV, digital video, audio, and cinema – all from a single platform. By integrating SiriusXM Media, VideoAmp has tapped into the enormous digital audio market, enabling advertisers to grasp incremental reach more accurately and weave audio seamlessly into their overall media strategies. On the other hand, through NCM, VideoAmp is equipped with deterministic moviegoer data based on actual theater attendance, thereby turning cinema into a measurable and utilizable segment of premium video planning.

Also Read: Nextdoor Introduces AI Click Optimisation to Boost Hyperlocal Advertising Performance

Using VideoAmp’s clean room technology, VXP combines top-quality datasets to give a better, more precise depiction of modern audience behavior and media consumption. This growth initiative is focused on solving the challenges of multi-channel planning that have been around for a long time and it illustrates the media industry’s transition towards integrated, data-driven media strategies. Since advertisers want to have more accurate targeting and measurement of their campaigns right before the earliest buying seasons like the Upfronts, VideoAmp’s new action basically repositions VXP as a more all-in-one product for maximizing reach, frequency, and performance in a highly fragmented media environment.

Read Complete Post: VideoAmp Expands Cross-Platform Planner VXP With First Party Data from SiriusXM Media and National CineMedia

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Operative has announced a new configuration of its AOS platform for digital-first media companies. The latest release of the platform offers an AI-powered revenue management solution for media companies. The solution is intended for the modernization of media companies’ operations and the growth of advertising revenues.

Built on Operative’s established media management architecture, the new AOS configuration provides a pre-configured foundation that significantly accelerates deployment timelines. By reducing implementation time by up to 80%, the solution enables organizations to achieve faster time-to-value while equipping them with enterprise-grade tools to optimize digital inventory and revenue streams.

Enabling Scalable Monetization for Digital Media Businesses

As digital media continues to grow in publishing, streaming, DOOH, digital audio, and retail media, there is a need to integrate these fragmented systems, creating new revenue growth opportunities. AOS configuration meets this requirement by integrating all sales, operation, and analytics processes into one intelligent system.

Also Read: OpenX and TVision Launch Real-Time Attention Targeting for High-Engagement CTV Advertising

With AI built directly into operational processes, the system enables teams to improve yield management, streamline campaign processes, and discover new revenue growth opportunities. Media companies can benefit from improved efficiency while gaining better control of their ad operations.

Purpose-Built Capabilities for Modern Advertising Workflows

The new AOS configuration introduces a range of capabilities designed specifically for digital-first monetization strategies:

AOS Insights

The digital media companies are operating in a challenging environment that is characterized by a multitude of channels, increasing performance demands, and fragmented data infrastructures. AOS configuration is designed to meet the challenges by providing the required sophistication and intelligence for success in a digital-first world.

Streamlined CRM Functionality

The platform incorporates CRM capabilities that support account management, opportunity tracking, and pipeline visibility, enabling sales teams to manage relationships and revenue opportunities more effectively within a unified environment.

Programmatic and Direct Demand Management

By bringing together programmatic and direct sales channels into a single system, the solution allows publishers to manage the full spectrum of digital demand without relying on multiple disconnected tools.

Pre-Configured Integrations

The platform includes built-in, two-way integrations with popular industry software solutions such as Salesforce, Google Ad Manager, and FreeWheel. These enable companies to quickly accelerate their operational readiness and realize their return on investment.

Driving Efficiency in a Fragmented Media Landscape

Digital media companies are operating in a tough environment that is full of several channels, rising performance needs, and broken data infrastructures. AOS setup is tailored to tackle the hurdles of digital media companies by unleashing the necessary complexity and brainpower for winning in a digital-first world.

“Digital media companies increasingly need enterprise-level sophistication, intelligence, and control to manage fragmented channel portfolios, rising campaign performance demands, and disparate systems and data sources to drive new ad revenue,” said Bryan Scivolette, VP Product Management at Operative. “With AOS for digital media, we’ve delivered a purpose-built solution that expedites adoption while providing the operational effectiveness and scalability of the AOS platform. The result is faster time to value, and a digital-first monetization solution that grows with their business.”

With this launch, Operative continues to solidify its position as a leading technology partner for media organizations looking to revolutionize their advertising operations and unlock growth in an ever-changing digital world.

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OpenX has announced a new capability called OpenX Attention Targeting, which is intended to allow advertisers to better identify and activate high-attention connected TV inventory in real-time. The new solution is a result of a collaboration between OpenX and TVision, marking one of the first-ever supply-side attention targeting solutions available within the market. The solution is now only available through OpenXSelect.

The launch is intended to allow advertisers to reach highly engaged connected TV audiences by incorporating predictive attention signals directly into pre-bid targeting. By enabling advertisers to leverage attention insights as optimization signals, it can help maximize the potential of their connected TV campaigns.

Addressing Growing Demand for CTV Transparency and Performance

Connected TV advertising is expanding: the industry is forecasting an almost 14% growth in CTV ad spending this year. More and more advertisers expect more transparency and a higher level of measurable engagement from their campaigns. TV by OpenX, introduced in 2023, set the quality standards through 100% glass-on-wall supply and direct publisher relationships; however, engagement at the impression level has been a challenge to measure widely in the fragmented CTV ecosystem.

Also Read: Guideline Launches MCP Server to Power Agentic AI Workflows in Media Planning and Buying

OpenX Attention Targeting, the new feature, intends to address this issue – it gives advertisers the opportunity to base their campaign activation on predictive attention scores in real time. Marketers are no longer limited to the use of post-campaign analytics; they can fine-tune their targeting even before a bid is made – placing ads in environments where viewers are most likely to pay attention.

Combining Viewer Data with Real-Time Signals

The data used in the solution come from TVision’s passive, in-home measurement panel that records person-level viewing behavior and engagement signals. These insights are at the core of attention models driven by actual viewer behavior.

OpenX combines these models with real-time bid stream data, which includes time of day, type of device, and duration of viewing as signals, to allow for precise targeting throughout its CTV supply ecosystem. Through OpenX Select, advertisers can enable attention-based targeting across curated deals regardless of whether they are launching campaigns via self-serve programmatic workflows or through managed service solutions.

Key Benefits for Advertisers

With OpenX Attention Targeting, brands and agencies gain several advantages designed to improve campaign performance and audience reach:

• Access to high-attention audiences: Reach highly engaged viewers across more than 231 million monthly unique users through OpenX’s identity graph.
• Layered targeting capabilities: Combine attention signals with audience, contextual, and content targeting without additional setup.
• Enhanced programmatic deal curation: Build private marketplace (PMP) deals that complement direct publisher buys with high-attention inventory across multiple CTV publishers.

Turning Attention Metrics into Actionable Campaign Signals

Industry leaders believe the new capability represents a major shift in how attention data can be applied within programmatic advertising.

“The next evolution of attention metrics is from pre- and post-campaign to real-time optimization,” said Hassan Babajane, CRO at TVision. “This partnership allows buyers to use attention metrics to shape campaign performance. We’re proud to bring the most actionable use of attention data yet to the programmatic ecosystem alongside OpenX.”

Erika Loberg, Global Head of CTV at OpenX, emphasized how the new solution addresses growing demand from advertisers for measurable engagement in connected TV environments.

“OpenX Attention Targeting gives brands what they’ve been asking for: real-time CTV performance optimization based on true viewer engagement,” said Erika Loberg, Global Head of CTV at OpenX. “For the first time, advertisers can activate attention as a targeting parameter at scale, in real time, and directly influence outcomes before the bid.”

By integrating predictive attention measurement directly into the programmatic buying process, OpenX and TVision are positioning attention-based targeting as a key driver of the next phase of CTV advertising innovation.

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Nextdoor has announced a new Click Optimisation tool that makes use of artificial intelligence to help brands attain a higher level of success in hyperlocal advertising. With this tool, brands can attain a higher level of success in hyperlocal advertising while spending the same amount of money. During beta testing, brands such as security firm Verisure experienced a 75 percent increase in click-through rates compared to those that utilized a normal CPM-based model, and this came with a corresponding drop in costs of up to 75 percent, thus resulting in up to four times as many clicks as before.

Also Read: Onetag Acquires Aryel to Build an Integrated Value Exchange for Programmatic Advertising

The new functionality is part of Nextdoor’s expanding smart advertising ecosystem built within its proprietary Nextdoor Ads Manager (NAM), which launched in the UK in 2025 and provides advertisers with enhanced targeting, campaign control, and performance insights. In addition to Click Optimisation, the platform is rolling out features such as maximum impression optimisation, expanded video ad formats including carousel and square formats, and a pilot suite of AI tools that can generate ad copy and creative assets. With more than 10 million verified users in the UK—representing roughly one in four households-the platform aims to help brands connect with local communities through highly relevant neighbourhood-level targeting, enabling businesses to engage decision-makers within trusted community networks while improving overall advertising efficiency and ROI.

Read Complete Post: Nextdoor Launches AI-Powered Click Optimisation to Propel Hyperlocal Advertising

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Programmatic Platform Limelight Inc., the fastest-growing Independent white-label platform, has appointed Oshri Raz as VP USA Strategic Alliances to continue to grow the company’s fast-emerging footprint in the USA. His primary focus will be on managing the continued fast roll-out and take-up of Limelight Inc programmatic white label tools, and further establishing Limelight Inc as a primary independent programmatic infrastructure partner across the USA.

Raz has extensive experience in the global ad tech and programmatic landscape,having previously held senior business development and commercial leadership roles at EX.CO (formerly Playbuzz), where he was instrumental in building and scaling the company’s global publisher monetisation footprint.

Oshri Raz said: “I’m excited to join Limelight at such a pivotal moment in the evolution of programmatic infrastructure. The market is demanding greater transparency, operational control, and scalable independence – and Limelight has built a strong foundation to deliver exactly that.

Also Read: Guideline Launches MCP Server to Power Agentic AI Workflows in Media Planning and Buying

“What truly differentiates us is our service-first mindset. We believe in long-term collaboration – we only win when our clients win. We are independent and provide market-leading technology which unlocks performance, efficiency and opportunity for our partners. I look forward to leading further growth in the Americas and working closely with publishers and networks who are ready to modernise their monetisation infrastructure, while partnering with a team that is both technologically strong and commercially accountable.”

James Macdonald, Limelight Co-founder and Chief Revenue Officer, said: “The USA is still the largest global trading market in programmatic advertising, and as a result, we have developed a strong presence in terms of partners, people and successful implementation in the region. Oshri represents a senior, key and exciting hire for us, reinforcing our commitment to excellence and to sharing our values in the USA. Our technology and model is designed to support transparent and cutting-edge,360-degree programmatic activity. Our partners use Limelight to drive their own destinies and build their own wholly-owned value. Oshri is superbly placed to share these values in the US market.”

About Limelight Inc.

Limelight Inc. is the fastest growing white label platform and specialises in helping companies successfully operate their own Networks, Exchanges, Dsps and Ssps and manage efficient navigation, integration and monetisation in the ad tech ecosystem.  Blending cutting-edge technology with best-in-class expertise and human support. Hundreds of Global ad networks, publishers and agencies use Limelight’s programmatic oRTB solution to build bespoke, white-labelled trading environments and drive profitability and performance at scale – immediately. The platform was launched in 2019, and has since helped hundreds of companies unlock new opportunities for trade and incremental revenues. Limelight is more than a service provider; our ethos is firmly centred on human support and strong partnerships for the global Limelight community.

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Building on the rapid success of Adaptive Transformer Search (ATS), which virtually eliminated zero-result searches, Particular Audience now enables retailers to A/B test the AI models that determine relevance, margin, and retail media yield.

Particular Audience announced the launch of Search Model A/B Testing, a new capability that allows retailers to directly compare and govern the AI models driving on-site search and sponsored results.

This launch builds on the success of Adaptive Transformer Search (ATS), first introduced in 2023 to solve the $300bn product discovery problem. While the industry average for zero-result searches remains close to 20%, ATS clients consistently operate below 0.5%, proving that modern AI can reliably understand long-tail and conversational intent.

1% gains in relevance can mean hundreds of thousands of dollars in recovered revenue, with AI’s rapid evolution, the threat facing retailers is standing still.

Also Read: Onetag Acquires Aryel to Build an Integrated Value Exchange for Programmatic Advertising

From Finding Keywords to Capturing Intent

The majority of search technology in 2026 remains keyword-first. Even platforms claiming to use AI often rely on vectors only for early recall, before reverting to rules-based ranking. This works for simple queries, but breaks down when intent is nuanced, seasonal, or contextual.

True relevance-understanding what a customer means and selecting the right product in that moment—requires a different approach.

ATS uses a single relevance model to evaluate intent, product suitability, and commercial context (for a retailer’s KPIs) together. Search Model A/B Testing extends this foundation by unlocking componentry and allowing retailers to test different relevance strategies directly, rather than accepting a vendor’s default behavior.

For the first time the debate at a retailer shifts from “which search vendor is the best”, to “which model is best for us right now, and how might we constantly prove it?”.

At the same time, most multi-brand retail platforms still operate two separate systems: one for organic search and another for sponsored products. These systems are typically stitched together late in the process using rules or rank overrides. That approach may blend results visually, but it does not unify relevance and put the customer experience first.

Why A/B Test Search Models?

Because relevance is not static.

A retailer may want:

• Faster models for high-traffic promotional events
• Margin-weighted models during peak trading periods
• Brand-safe models for premium categories
• Multilingual models for cross-border expansion

Each of these goals involves trade-offs between speed, recall, margin, and localization. Search Model A/B Testing makes those trade-offs measurable and selectable.

Retailers can now test different model architectures side-by-side and choose the one that best aligns with their commercial strategy—using clear metrics such as conversion rate, average order value, margin contribution, and zero-result rate.

Particular Audience’s latest release allows a retailer to configure models based on unique sentence embedding structures, distinct foundational LLMs, and select reinforcement learning data—both genuine and synthetic—to tune their models. Expert customer support is 24/7 and takes the technical sting out of the tail making model manipulation just a request away.

Implications for Retail Media Networks

For Retail Media Networks, this shift only applies to the leading networks that have evolved from legacy keyword targeting approaches.

ATS turns previously unanswerable, long-tail queries into valid result pages, creating new monetizable inventory. Model-level testing then allows retailers to optimize how sponsored products are surfaced within true relevance-not as interruptions, but as contextually appropriate outcomes. Particular Audience’s Search Model A/B Testing allows yield optimization for Retail Media Networks for the very first time.

This moves retail media from placement optimization (keyword bidding) to intent-level optimization (automating high-yield targeting), improving both advertiser performance and network yield.

ATS unlocks the entire grid representing a force multiplier on sponsored search revenue.

From Black Box to Glass Box

Most vendors offer a single, opaque algorithm that decides what is relevant. Particular Audience exposes relevance as a governed decisioning layer.

“AI driven discovery is now table stakes,” said James Taylor, Founder & CEO at Particular Audience. “What matters is how relevance behaves under different business constraints, and how retailers can ensure their trust in their search model(s) is constantly positively reinforced. ATS ensures customers always find something. Model A/B Testing ensures retailers choose what kind of relevance best serves their strategy.”

About Particular Audience

Particular Audience is a retail AI company helping retailers and retail media networks compete through superior discovery, relevance, and decisioning. Its flagship product, Adaptive Transformer Search (ATS), has set a new standard for handling conversational and long-tail commerce queries, virtually eliminating zero-result searches. PA’s platform unifies search, merchandising, and retail media within a single relevance framework-giving retailers control, transparency, and measurable outcomes.

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Guideline, a leading provider of ad intelligence and media plan management technology, has announced the launch of its Media Plan Management MCP Server-a new solution designed to enable advertising agencies, media buyers, and enterprise clients to connect their AI agents directly to Guideline’s media plan management platform.

Built on the Model Context Protocol (MCP)-an open standard quickly gaining traction as the universal language for agentic AI connectivity—the newly introduced server is available immediately. It represents the first in a series of MCP-enabled capabilities that Guideline plans to roll out as part of its evolving AI strategy.

Addressing Complexity in Modern Media Planning

The media planning and buying process has traditionally been a balancing act for media planners and buyers, involving the need to balance various media platforms, manually export data, and compile reports from disparate systems. This need has been compounded by the fact that advertising agencies often handle complex, multi-market advertising campaigns.

The Guideline Media Plan Management MCP Server is designed to resolve this challenge by providing a standardized connection between the Guideline media plan management tools and the MCP-compatible AI agents, thus avoiding the development of APIs or complex integration efforts.

Also Read: Infillion Acquires Catalina to Unlock Deterministic Purchase Data at Global Scale

Seamless AI Agent Integration for Media Teams

With the introduction of the MCP Server, teams can connect their preferred AI agents—including Claude, ChatGPT, or internally developed AI tools-directly to Guideline’s platform.

Once connected, planners and media buyers can interact with their media plans using conversational prompts. Teams can ask natural-language questions about campaign progress, budget allocation, vendor performance, and plan-to-actual comparisons, receiving immediate, actionable insights.

This conversational interface simplifies how teams manage the entire media planning and buying lifecycle—from initial plan creation through campaign execution and reconciliation-while reducing manual processes and improving operational efficiency.

Built on the Industry’s Emerging AI Connectivity Standard

The Model Context Protocol, which was first introduced by Anthropic and is now supported by all major AI systems, including OpenAI, Google, and Microsoft, has quickly gained traction as a standard for connecting AI agents to external systems.

In fact, industry analysts predict that 75% of all enterprise gateway vendors will support MCP by the end of 2026, which speaks to the growing significance of this protocol. By adopting this open standard, Guideline is ensuring that their clients have access to one of the most supported AI integration frameworks currently available.

“Our customers have highlighted that media planning and buying is increasing in complexity and as a result many are deploying AI agents to manage this growing sophistication,” said Vincent Mifsud, Guideline’s CEO. “By launching our MCP Server, we’re ensuring that Guideline is at the center of this transformation providing our clients the AI-native infrastructure they need to streamline their workflows, make faster decisions, and focus their talent on strategy rather than manual processes.”

Transforming Daily Workflows for Agencies and Brands

For agencies, brands, and media planners, the MCP Server now offers a way to interact with media plans in a more efficient manner on a day-to-day basis. Rather than changing between systems, exporting data, or waiting on a report, media planners are able to now interact with media plans in the AI tools they are using on a conversational level.

Through a single conversation with an AI agent, media planners are able to ask questions about the media plan, analyze the media plan against goals and objectives, and summarize the results. Furthermore, the system also allows multi-step analysis, allowing the AI agents to retrieve, consolidate, and analyze media plan data.

Perhaps most important, the MCP Server also offers read-only access, allowing agencies to integrate AI tools with the media plan data in a secure manner.

“Launching our Media Plan Management MCP Server marks a pivotal moment in Guideline’s agentic strategy,” said Steve Silvers, Guideline’s Chief Product Officer. “We’re meeting our clients where they are by integrating with their own AI-powered workflows. By adopting the Model Context Protocol, we’re giving agencies and brands the freedom to bring their own AI agents and unlock the full power of our platform without the friction of traditional integrations. This is the first of several MCP-enabled capabilities we plan to deliver across our media plan management suite as we continue building toward an AI-native platform.”

Expanding MCP Capabilities Across the Platform

The Media Plan Management MCP Server marks the beginning of a broader rollout of MCP-enabled functionality from Guideline. The company plans to expand MCP connectivity across its entire portfolio of media plan management and data solutions.

Through these improvements, it will be possible for agencies and brands to use agentic AI throughout all phases of the media planning and buying process, bringing the benefits of automation, insight, and decision speed to the modern advertising process.

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