Observed Signal · Oct 15, 2026 · Market Signal · Source: Infillion · Impact: 2/5
Just Browsing, Thanks!
Infillion's new blog post 'Just Browsing, Thanks!' discusses its Infinite Video product, highlighting how its MCP-based Agent Connector enables AI agents to manage campaigns, reporting, audiences, and optimization directly inside a DSP.
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What Agentic AI Built on MCP Actually Looks Like Inside a DSP
See how Infillion’s MCP-based Agent Connector enables AI agents to manage campaigns, reporting, audiences, and optimization directly inside a DSP.
MCPs Take Charge: The Future of Agentic Marketing
An AdExchanger article discusses MCPs (Model Context Protocol) as a growing standard that connects AI systems to external data sources, suggesting a shift from APIs to agentic workflows. It highlights Infillion's launch of the Infillion Agent Connector, a fully agentic media execution platform built on MCP. The Connector enables AI agents to communicate across the campaign lifecycle—planning, budgeting, targeting, and analysis—without requiring direct API-to-API connections. Stagwell is named as an early customer. The platform is AI-agnostic and composable, allowing backend models to be swapped and deployment across multiple clouds. The piece describes a broader industry shift toward agentic marketing, with brands and agencies potentially developing custom agents while leveraging existing tools like MediaMath within Infillion's ecosystem.
Infillion Launches MCP-Based Agent Connector
Infillion launched the Infillion Agent Connector, a fully agentic media execution platform built on the open-source Model Context Protocol (MCP). The connector enables AI agents and LLMs to interoperate across Infillion’s APIs and with each other to manage the full campaign lifecycle — planning, budgeting, targeting and analysis — without requiring direct API-to-API integrations. Stagwell is an early customer and the connector integrates with the MediaMath platform where campaigns are launched and historical campaign data is stored. Infillion describes the platform as AI-agnostic and composable, allowing advertisers to use their own agents or off-the-shelf options and to deploy within preferred cloud or tech environments. Company executives framed the development as part of a shift from a programmatic era to an 'agentic' era for digital advertising.
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