Innovid Links with Meta MCP

Omnichannel ad platform Innovid has announced an integration with the Meta ads MCP, to give Meta advertisers conversational access to data through its own NIVO agentic AI suite.

A part of Mediaocean since November 2024, measurement and ad optimization firm Innovid is tied into sister units Prisma, which provides infrastructure for planning, buying and billing advertising; and Protected, which focuses on verification, fraud detection and brand safety.

NIVO was launched in June, and brings together tools for intelligence, orchestration and execution to promise 'a more connected way of running advertising'. With the new integration, the Meta ads MCP provides secure access to campaign data, and NIVO adds advertising expertise and workflow intelligence to turn these signals into action: the combination has already been used to summarise campaign health, identify performance trends, surface optimisation opportunities, and pinpoint creative assets needing attention, all through natural-language conversations.

'The promise of agentic AI isn't just generating recommendations,' states Innovid President Grant Parker, 'it's also enabling meaningful action across advertising workflows. Our early work with Meta ads MCP demonstrates how secure, authenticated access to advertising data allows AI agents to analyse performance, understand campaign context, surface opportunities, and help marketers move from insight to execution. As more platforms embrace open AI protocols, we're excited to bring those innovations together through NIVO in ways that make marketers faster, smarter, and more connected.'

Web site: www.innovid.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.