One of the first platforms to support both in-platform AI usage and external agent integrations

nexAI embeds AI agents across planning, activation, optimization and monetization, within a platform that unifies demand, data and supply

Nexxen, the advertising technology platform powered by unique data and media, announced the next evolution of nexAI, with interoperability capabilities that allow external AI agents to connect to its platform via open protocols such as Model Context Protocol (“MCP”) and Agent-to-Agent (“A2A”), enabling customers to remotely access Nexxen’s advanced agentic capabilities through any MCP-compatible assistant. The launch will also include new agent-powered workflows across reporting, troubleshooting, campaign QA and audience research, building on nexAI’s existing agentic capabilities.

With the launch, Nexxen moves beyond in-platform AI features to an open AI operating system spanning a DSP, SSP and DMP, that delivers transparent, controllable and interoperable agentic AI across the full campaign lifecycle. In practice, this means Nexxen customers can integrate Nexxen’s data, planning and activation capabilities into their own tools and AI workflows, no longer operating solely inside the platform’s interface but building on top of it.

Marketing Technology News: MarTech Interview with Haley Trost, Group Product Marketing Manager @ Braze

Leveraging this endpoint, teams can stand up a reporting agent that compiles cross-campaign performance overnight and flags anomalies before the morning standup, run automated pre-launch campaign QA that checks setups against their own rules, and surface incremental spend recommendations directly inside their own planning tools, all while asking plain-language campaign management questions like “Which audience segments are performing best?” through whichever AI assistant their team prefers.

“Technologically advanced clients increasingly want AI systems that can connect across platforms and tools, rather than a walled garden approach. This new interoperability enables their teams to work more efficiently, while also auditing, understanding and governing their strategy’s execution end to end,” said Karim Rayes, Chief Product Officer, Nexxen. “This latest phase of nexAI reflects a major industry shift from AI experimentation to an open, agentic full-funnel AI layer that has only partially been addressed so far by platforms.”

Marketing Technology News: Cross-Department Collaboration with Marketing Workflow Automation: Enhancing Alignment Between Sales, Customer Service, and Marketing Teams

Collectively, nexAI delivers a distinct set of capabilities that remain largely nascent across the ad tech ecosystem:

True agentic workflows across the full funnel: Rather than isolating AI features, nexAI embeds AI agents across planning, activation, optimization and monetization within a platform that unifies demand, data and supply.

Dual-path architecture: Nexxen is one of the first to support both native AI usage inside the platform and external agent integration via open protocols like MCP and A2A.

Open, protocol-based interoperability: By embracing MCP and A2A connectivity, Nexxen is a “connectable” platform rather than a closed system.

Transparent, human-governed AI: nexAI emphasizes auditable decisions, human-defined guardrails and observable actions.

“Agentic buying is the next step in the evolution of how we transact media,” said Jeremy Cobb, Vice President of Digital Platforms, H/L. “While the rise of digital gave us the agility we lacked in the traditional TV era, agentic capabilities are the ultimate accelerator. By integrating these tools, we supercharge our speed-to-market and empower our teams to bypass manual data processing, executing optimizations at the precise moment they deliver the greatest impact. Nexxen’s latest advancements are a tremendous addition to this evolution, accelerating our ability to win in a fast-paced market.”