Dutch demand-side platform adpaq has developed its own Model Context Protocol server that lets AI agents handle campaign tasks directly inside the system.
The work focuses on programmatic digital audio advertising.
AI assistants can communicate with the platform in natural language and carry out steps that normally require manual setup.
First practical test
adpaq is rolling the technology out with media agency Abovomaxlead, the first partnership of its kind in this segment of the market.
The two sides will spend the coming period testing how agentic AI can shorten and simplify campaign work.
After that validation stage the functions are due to become available to all of adpaq’s partners.
Agentic versus generative
Generative AI mostly helps write copy or review data.
Agentic AI goes further by completing several actions on its own to reach a stated goal.
In advertising that can include building a campaign, choosing targeting, attaching creatives, and producing reports.
The Model Context Protocol is the open standard now taking shape for this kind of controlled exchange; it was introduced by Anthropic.
What an agent can handle
With adpaq’s server an agent can work straight inside the DSP.
Given a briefing it could prepare a full audio campaign, create line items, set targeting by location, device, publisher or audience, link creatives, and review performance.
The human user keeps final control at every stage.
Built-in safeguards
Security layers sit inside the server itself.
Information-only tasks can run fully under the AI agent.
Sensitive moves such as budget changes or campaign deletions always need explicit approval from the user.
Abovomaxlead, the largest independent media and marketing bureau in the Netherlands, is examining the setup under real campaign conditions.
Both parties are watching speed, reliability, ease of use, and how the AI can work alongside specialist staff rather than replace them.
