Ad Tech Briefing: Amazon launches MCP server for agent-driven advertising

Amazon is laying the plumbing for agentic advertising with the launch of its MCP server in open beta, opening up its ad stack to AI agents.

The development was the subject of its flagship announcement at this year’s IAB leadership meeting, which provides a standards-based translation layer that converts natural-language prompts into structured API calls.

This is a member-exclusive article from Digiday. Continue reading it on digiday.com and subscribe to continue reading content like this.