Nexxen Launches MCP and A2A AI Integrations for DSP, SSP and DMP
NEXN•Nexxen enabled external AI agents to connect to nexAI via Model Context Protocol and Agent-to-Agent interfaces, extending its DSP, SSP and DMP into an open AI operating system. This release introduces agent-driven workflows for reporting, troubleshooting, QA and audience research, letting customers integrate planning and activation into any MCP-compatible assistant.
1. Integration Launch
Nexxen announced interoperability capabilities for its nexAI platform, supporting external AI agent connections via Model Context Protocol (MCP) and Agent-to-Agent (A2A). This move extends the platform beyond native AI features to an open operating system unifying DSP, SSP and DMP functionalities.
2. Platform Architecture
The dual-path architecture allows both in-platform AI usage and external agent integrations, creating a connectable system rather than a closed environment. By embracing MCP and A2A protocols, Nexxen ensures transparent, human-governed AI with auditable decisions and guardrails across the full campaign lifecycle.
3. Agent-Driven Workflows
New workflows leverage AI agents for cross-campaign performance reporting, anomaly detection, automated pre-launch QA and audience research. Teams can access these capabilities through any MCP-compatible assistant, integrating Nexxen’s data and activation tools directly into their existing AI workflows.
4. Strategic Implications
This open interoperability positions Nexxen as a leader in agentic full-funnel AI, addressing a shift from isolated AI experiments toward integrated, end-to-end AI systems. Customers gain flexibility to embed Nexxen’s capabilities into bespoke tools, potentially driving efficiency and adoption in fast-paced advertising markets.
