Nexxen Expands AI Interoperability with MCP and Agent-to-Agent Integrations
Event summary
- Nexxen launched interoperability capabilities for nexAI on June 16, 2026, enabling external AI agents to connect via open protocols like MCP and A2A.
- The platform now supports both in-platform AI usage and external agent integrations across planning, activation, optimization, and monetization.
- New agent-powered workflows include automated reporting, troubleshooting, campaign QA, and audience research.
- Nexxen's dual-path architecture allows customers to integrate its data, planning, and activation capabilities into their own tools and AI workflows.
- Jeremy Cobb, VP of Digital Platforms at H/L, highlighted the efficiency gains from agentic buying capabilities.
The big picture
Nexxen's move reflects a broader industry shift from siloed AI features to open, agentic AI layers across the full campaign lifecycle. By embracing protocols like MCP and A2A, Nexxen positions itself as a 'connectable' platform, potentially setting a new standard for interoperability in ad tech. The integration of external AI agents could redefine how advertising teams operate, moving from manual data processing to automated, real-time optimizations.
What we're watching
- Adoption Pace
- How quickly advertising technology firms will integrate Nexxen's open AI operating system into their existing workflows.
- Competitive Response
- Whether rival ad tech platforms will accelerate their own AI interoperability features to match Nexxen's capabilities.
- Regulatory Scrutiny
- The extent to which open AI protocols like MCP and A2A will attract regulatory attention due to data governance concerns.
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