Author: Krystal Scanlon

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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Mail Metro Media is rewiring its commercial model around PMPs, first-party data, and a lighter ad load to build a more outcomes-driven business.

The shift comes as publishers face ongoing volatility in open-market programmatic revenue and increasing pressure from buyers to prove performance.

On sheer scale alone, you’d assume Mail Metro Media — the commercial ad arm of DMG Media, which owns the Daily Mail and Metro titles — was a textbook high‑volume programmatic machine. And yet, for years, the publisher has been driven by direct digital deals, with a split tech stack and a small programmatic team largely focused on the open market, according to its new md of advertising, Pierce Cook-Anderson. 

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