Amazon Ads has launched its Model Context Protocol (MCP) Server in open beta, allowing AI platforms like Claude, ChatGPT, and Gemini to interface with its advertising APIs through natural language prompts. Announced at the IAB Annual Leadership Meeting, the MCP Server serves as a translation layer, converting conversational inputs into structured API calls, facilitating a shift towards automation in digital advertising. While currently in beta, this version only supports the ‘Tools’ component, with future updates anticipated for additional features like Resources and Prompts. The system utilizes asynchronous reporting cycles and limited historical data based on ad formats. Hector AI, an Amazon Ads technology partner, has developed a complementary layer that enhances Amazon’s connectivity standard with a pre-processed intelligence layer. Founder Meher Patel emphasized the need for AI to provide actionable insights on campaign hierarchies. This launch highlights the growing importance of agent-driven advertising workflows in the industry.
