Observed Signal · Mar 10, 2026 · Product Launch · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
MadConnect Launches Game-Changing Infrastructure for Agentic AI
MadConnect has made its Intelligent Connectivity Layer (ICL) generally available to enterprise marketers and agencies, positioning the software as a neutral infrastructure layer that wires CRMs, CDPs, clean rooms, ad servers and DSPs so AI agents can operate across systems. ICL natively supports the open-source Model Context Protocol (MCP) to standardize how agents share context and interact. Credera (Omnicom’s consulting division) and Dentsu are early testers; Credera’s Rio Longacre and Dentsu’s Gerry Bavaro highlighted persistent integration friction in ad tech and said preconfigured ICL connections reduce custom engineering and speed access to log-level and conversion API data. MadConnect CEO Bob Walczak emphasized a zero-copy governance approach: ICL runs inside clients’ stacks, manages connections and does not take custody of data. The product aims to help move agentic AI workflows from pilot to production.
General availability of a neutral connectivity layer that supports an open protocol (MCP) and is already used by major agencies could materially reduce integration overhead and help move agentic AI workflows from pilot to production, but it is not a platform-level policy or market-shifting change.
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Key Takeaways & Evidence Grounding
- MadConnect made its Intelligent Connectivity Layer (ICL) generally available to enterprise marketers and agencies.
- ICL is built to natively support the open-source Model Context Protocol (MCP) for sharing context between AI agents and systems.
- Credera (Omnicom’s consulting division) and Dentsu are early testers of MadConnect’s ICL.
- Dentsu uses ICL’s preconfigured connections to ingest log-level data and conversion API data, reducing custom integrations.
- MadConnect positions ICL as a neutral, in‑stack infrastructure that manages connections and does not take custody of client data (zero-copy governance).
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Madhive Launches Maverick AI Agent Suite for Local DSP
Madhive announced an expansion of its Maverick AI enterprise intelligence layer with a new suite of agentic AI capabilities embedded directly into its demand-side platform (DSP). The Maverick AI agents are trained on more than a decade of Madhive’s proprietary local performance data (signals from over 50,000 daily campaigns) and are designed to accelerate planning, activation, optimization, and reporting across local media at national scale. Madhive also introduced a Model Context Protocol (MCP) server that lets multiple LLMs connect to the platform and interact with campaigns, creatives, audiences, and publisher groups via natural language commands. The agentic features will roll out over the next year, with quoted support from Madhive’s CEO Jim Wilson and Michael Page of Fox Television Stations.
StackAdapt Launches MCP Server for AI Campaign Access
On 2026-04-21 StackAdapt announced general availability of its Model Context Protocol (MCP) Server, a technical release that surfaces the platform’s campaign intelligence inside external AI tools (for example, Claude). The MCP Server extends IvyTM, StackAdapt’s AI marketing assistant, enabling advertisers to query campaign configuration, performance metrics and creative assets in real time from conversational LLMs, agents and workflow systems without logging into the StackAdapt UI. Setup requires no engineering work and is described as completable in minutes. At launch the integration spans multiple channels — including CTV, display, native, audio, DOOH and programmatic linear TV — and supports agent-assisted continuous monitoring and automated triggers for optimisation and governance.
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.
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