Amazon Ads has launched its Model Context Protocol (MCP) Server in open beta, marking a significant infrastructure transformation in its $50 billion advertising ecosystem. Announced at the IAB Annual Leadership Meeting, the MCP Server facilitates direct interaction between AI agents—like OpenAI’s ChatGPT and Google’s Gemini—and Amazon’s advertising APIs through natural language prompts. This innovation aims to streamline campaign creation, reporting, and optimization, reducing the necessary custom integration time for advertisers.
Despite a reported $17.7 billion in Q3 revenue, industry experts caution that mere connectivity isn’t enough for comprehensive intelligence. Currently, the MCP Server operates on a limited basis with asynchronous reporting and restricted data retention. In response, Hector AI has introduced a hybrid MCP architecture that enhances Amazon’s framework by providing instant campaign diagnostics and unlimited data retention.
As brands seek deeper analytical insights, Hector AI’s solution emphasizes the importance of an intelligence layer to optimize advertising strategies effectively.
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