Amazon Ads has launched the Model Context Protocol (MCP) Server in open beta, allowing AI agents like Claude, ChatGPT, and Gemini to interact with its ad APIs using natural language. Announced at the IAB Annual Leadership Meeting, this innovative ‘translation layer’ simplifies ad tool usage for advertisers by converting conversational prompts into structured API calls. As Amazon continues integrating AI into campaign creation and reporting, the MCP Server’s launch aligns with its significant Q3 revenue of $17.7 billion—up 24% year-on-year. Currently, the MCP Server supports only the ‘Tools’ component, with plans for additional features in future releases. Response times for queries range from 10 to 30 minutes, with data retention of 60 to 95 days depending on ad format. Partner Hector AI has introduced its own hybrid MCP architecture to enhance operational efficiency, emphasizing the need for an intelligence layer in media planning and campaign management.
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