Innovid (NYSE: CTV), the omnichannel advertising platform, has announced a new integration with Meta’s Model Context Protocol, bringing conversational AI workflows to Meta advertisers through its NIVO AI system.
The integration makes Innovid a Meta ads MCP partner, positioning the company at the forefront of how enterprise marketers adopt the next generation of agentic AI workflows across social advertising.
During early enterprise testing, Innovid used the integration to summarize campaign health, identify performance trends, surface optimization opportunities, and pinpoint creative assets requiring attention.
All of those tasks were accomplished through natural-language conversations, reducing the friction between identifying a problem and taking corrective action.
Meta ads MCP provides secure access to campaign data, while NIVO contributes advertising expertise and workflow intelligence to convert those signals into actionable steps.
Rather than forcing marketers to learn separate AI assistants for every platform, NIVO consolidates campaign intelligence into a single connected conversational experience.
The integration allows clients to spot performance trends and creative fatigue earlier, helping marketers uncover optimization opportunities before campaign results deteriorate.
Innovid worked closely with Meta’s product team throughout the Meta ads MCP beta program, providing feedback on workflow design, usability, and real-world advertising use cases.
Grant Parker, President of Innovid, said: “The promise of agentic AI isn’t just generating recommendations, it’s also enabling meaningful action across advertising workflows.”
Parker added that the early Meta ads MCP work demonstrates how secure, authenticated access to advertising data allows AI agents to “analyze performance, understand campaign context, surface opportunities, and help marketers move from insight to execution.”
He stated the company is “excited to bring those innovations together through NIVO in ways that make marketers faster, smarter, and more connected” as more platforms embrace open AI protocols.
Innovid operates as part of Mediaocean and is integrated into Prisma, the ad infrastructure platform for planning, buying, and billing, as well as Protected for verification, fraud detection, and brand safety.
The company said it plans to continue expanding its AI integrations as advertising platforms evolve their MCP initiatives, adding new capabilities to NIVO across the broader ecosystem.
