Adform opens AI server to agencies for faster reporting

Adform has rolled out its Model Context Protocol Server to agencies and brands, with early users at Omnicom Media and Publicis reporting changes in reporting and campaign workflows.

The system opens Adform's advertising platform to external AI agents through a shared connection layer, giving access to more than 800 functions.

Adform said the live rollout drew strong initial feedback, with a recommendation score of 9.5 out of 10 and a usefulness rating of 4 out of 5.

Campaign reporting accounted for almost a third of queries, according to Adform. Users have been using the tool to retrieve data quickly, reduce manual work and investigate campaign issues across channels, including connected television.

Agency use

Early agency users said the system changed how teams handled data and campaign analysis. Staff can request information in natural language instead of relying on spreadsheets or more technical queries.

"Adform's approach to opening its infrastructure to AI agents offers new opportunities for agency workflows," said Gökberk Ertunç, Head of Data Analytics & Programmatic at Omnicom Media Türkiye.

"Using natural language to explore campaign insights makes data more accessible to our teams, helping us work more efficiently and make informed decisions when building and optimising campaigns," Ertunç said.

Publicis Norway reported a similar effect on day-to-day reporting, with staff spending less time preparing data and more time analysing it.

"It drastically cuts down our Excel preparation time, but the value goes beyond just speed. Having the data readily available through the AI agent means we can spend less time preparing the numbers and more time actually working with them. We also really value the flexibility it provides, allowing us to choose where we want AI assistance to handle the heavy lifting and where we prefer to stay in the driver's seat," said Silje Sandsbakk, Performance Manager at Publicis Norway.

Another agency user, Avante, said the tool had already become part of its daily work and was being rolled out to more employees.

"This is a complete game-changer for our agency. Adform's MCP Server is already a vital part of our daily work," said Adrián Falque, Digital Manager at Avante.

"We have gone from spending hours analyzing an underperforming campaign to uncovering deep, actionable insights in just minutes. It gives us conversational access to campaign data and surfaces insights we never would have had time to find. The results have been so great that we are tripling our seats to get this in the hands of more colleagues," Falque said.

Broader shift

Adform is positioning the server as a way to connect external AI agents directly to the tools and data within its ad technology platform. It said the approach reduces administrative work for campaign specialists and leaves more time for strategy and troubleshooting.

The launch reflects a broader shift in advertising technology as platforms look for practical uses for AI in campaign management, reporting and data access. Adform's focus is on letting agencies and brands query campaign information through written requests and use the results in ongoing optimisation work.

Jochen Schlosser, Chief Technology Officer at Adform, said the model depends on how deeply AI systems are connected to existing tools and datasets.

"AI agents are only as powerful as the technology they connect to. That's why we opened Adform's integrated platform to external AI agents, exposing over 800 capabilities through our MCP Server. We've spent years connecting data, technology, and intelligence with one goal: to make advertising better. Now our clients can put it all to work with AI, gaining faster insights, simpler workflows, and more freedom to innovate. Their feedback validates our integrated approach. And we're just getting started," Schlosser said.