AdRoll, PubMatic connect AI for campaign insights

AdRoll and PubMatic have partnered to show how artificial intelligence can identify and resolve campaign delivery issues across demand-side and supply-side platforms in real time. The integration connects both companies’ systems into a single workflow, allowing marketers to evaluate campaign configuration and exchange-level diagnostics simultaneously.

The collaboration uses the Model Context Protocol (MCP) to enable communication between the two platforms’ AI agents. This approach allows insights to flow across the advertising supply chain, helping teams pinpoint root causes and act on them without switching between tools.

Cross-platform AI aims to improve visibility

The integration reflects growing complexity in digital advertising, particularly as deal-based buying strategies become more common. By linking demand- and supply-side intelligence, the system identifies issues such as pacing constraints, creative blocks, and publisher-related factors, while recommending next steps.

Vibhor Kapoor, chief executive officer, AdRoll: "Advertising doesn’t operate in silos, and the systems behind it can’t either. Our strategy is to build a more connected and flexible ecosystem where AI can work across platforms, with the ability to incorporate new data sources and technologies as they emerge. This integration is a terrific example of how that comes to life, helping marketers understand and act on what’s happening in their campaigns."

Building on open standards for interoperability

The initiative builds on AdRoll’s early adoption of MCP as an open standard designed to connect AI systems with marketing workflows. It also supports PubMatic’s agent-to-agent MCP specification introduced in September 2025, showing how independent platforms can interact without tightly coupled integrations.

Through this setup, AdRoll’s agents can directly query PubMatic’s diagnostics to detect delivery issues and recommend actions. This reduces the time required to resolve campaign problems from days to minutes by removing the need for manual investigation across multiple systems.

Alex Shephard, vice president of advertiser solutions at PubMatic: "In traditional programmatic workflows, one of the biggest challenges is a lack of visibility into how demand-side decisions impact campaign delivery. This collaboration shows that intelligence across the supply chain drives better outcomes, giving marketers and partners a clearer view into what’s happening and why. It’s an important step toward more transparent, coordinated workflows across the advertising ecosystem."

Industry shift toward agent-driven systems

The partnership reflects a broader move toward interoperable, agent-driven technologies in digital advertising. Open standards such as MCP are enabling demand-side platforms and supply-side platforms to collaborate more directly, reducing reliance on manual processes.

By demonstrating a working model of agent-level coordination, the companies highlight how cross-platform collaboration can improve transparency, speed up issue resolution, and reduce operational friction across the advertising ecosystem.

www.adroll.com

www.pubmatic.com

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