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Amazon is cracking open its ad infrastructure to AI agents.
At IAB’s Annual Leadership Meeting on Monday, the company announced the open beta of its Amazon Ads Model Context Protocol (MCP) Server, a new way for advertisers and ad tech partners to connect AI agents to Amazon Ads through a single integration—rather than building custom connections for every workflow.
The MCP server allows advertisers to hook their agents into Amazon’s ad software in minutes, Paula Despins, VP of ads measurement at Amazon Ads, told ADWEEK.
Instead of stitching together bespoke integrations, advertisers can rely on a shared protocol that translates natural language prompts into structured API calls—essentially acting as a middle layer between AI agents and Amazon’s ad systems.