AdRoll and PubMatic test MCP links between buy-side and sell-side platforms

A TechIntelPro article dated August 3, 2026 describes a proof of concept between AdRoll and PubMatic that uses the Model Context Protocol to link the two companies' platforms. AdRoll's demand-side campaign context and PubMatic's supply-side diagnostics are connected so an AI can reason over both and suggest likely root causes and next steps. The article calls the work an early example of agent-to-agent communication and mentions no production launch or timeline.

The details

• One use case is diagnosing a deal ID that is not delivering, where the cause may sit in the DSP, SSP, campaign setup, inventory rules or exchange constraints.
• Another is a supply-side agent that detects falling queries per second, relates it to auction dynamics and floor prices, and alerts buy-side agents.
• The test also explores sharing supply-side data with buyer systems before the auction.
• The article quotes AdRoll CEO Vibhor Kapoor and PubMatic VP of DSP Partnerships and Ops Alex Shephard.
• PubMatic has done early work on an agent-to-agent MCP specification, according to the article.

Context

AdRoll launched its own MCP server in open beta in May 2026, covering AdRoll ABM, and the PubMatic test extends that work to a supply-side partner. On August 11, AdRoll announced a ChatGPT ads pilot for selected customers. Kapoor is quoted saying "AI-native advertising isn't about removing the marketer," and both executives say marketers keep final decisions. Parent company NextRoll named Jay Webster chief technology officer in May 2026.

Not disclosed

• Timeline for a production release
• Technical details of PubMatic's MCP specification