Category: In the News

TikTok is opening its ads platform to AI agents with its new model context protocol (MCP) server and developer toolkit, aimed at automating campaign creation, management and optimization.

TikTok Ads Model Context Protocol (or TikTok Ads MCP) Server will “effectively enable marketers to connect their own AI agents directly to the Tiktok ads platform so their AI systems can plan, launch and optimize campaigns without manual intervention,” said global head of product marketing, platform and core ads, Jose Villalobos during TikTok World, the platform’s sixth annual global ad product summit.

In practice, the TikTok Ads MCP means the laborious, click-heavy work of building and running campaigns — setting up creatives, adjusting bids, shifting budgets and tweaking targeting — get handed off to AI agents rather than done manually by a media buyer starting at an ads manager dashboard.

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This briefing is made available to all Digiday readers through apartnership with sponsor DirecTV Advertising

This week’s Future of TV Briefing looks at how WBD’s programmatic advertising business has evolved with programmatic playing a bigger part in its upfront deals.

• WBD’s biddable upfront
• Netflix’s privacy suit, the upfront’s overarching pitch, YouTubers’ growth gurus and more

WBD’s biddable upfront

Upfront advertisers already represent a major share of Warner Bros. Discovery’s programmatic advertising business. “More than half” of the advertiser demand for WBD’s biddable inventory comes through the upfront, said Jill Steinhauser, group svp of platform monetization and partnerships at WBD, in an interview.

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