Moving performance advertising and marketing deeper into
television, Comcast on Wednesday released a tool for the Model Context Protocol (MCP), an open standard for connecting AI tools to external data sources, as an extension of its existing developer
toolkit.
Comcast’s integration allows Claude and other artificial intelligence (AI) agents to directly interface with Comcast’s developer toolkit and television data without requiring
custom API translations.
“As the industry turns to AI-powered workflows, teams are integrating tools like ChatGPT, Claude, and Gemini into their day-to-day,” Daniel Druger, vice
president of product at Comcast, wrote in a blog post on Wednesday.
Druger explained how company executives have been thinking hard about what it means for its products and services to serve up
natively in a variety of platforms, and today shared an early look at where the company is heading.
advertisement
advertisement
SearchKings, Spaceback, Northbeam, and Koddi — all Comcast partners — have already
built on top of the Marketing API to power their own TV advertising platforms.
“Hey Claude, how is my TV advertising doing?” is now a real question that advertisers can ask — and
receive a real answer to — when brands connect Comcast Universal Ads platform to an AI tools they already use.
“We’re investing in making Universal Ads a native part of the AI tools
you use every day,” Druger wrote. “This MCP is our first step toward that vision.”
These changes identify what becomes possible when advertisers can talk to their TV campaigns the same way
they might ask an AI tool anything else.
This first release is built for technically minded partners and developers who want to experiment with how data in its advertising platform interacts
with their own AI workflows, following
Advertisers or developers will have the ability to pull Universal Ads campaign data directly into their own AI environments. The MCP that
Comcast uses was created by Anthropic, the developer of Claude, and released in late 2024.
An advertising team using Claude to optimize TV campaigns previously had to manually export
regional viewership data, paste it into a prompt, and generate generic advice.
Comcast’s local connector tool enables advertisers to query performance data in natural language; understand the
structure of campaigns, ad sets, and creatives; surface opportunities through conversational prompts; and explore campaign data in new ways through the brand’s AI tools.
The goal is
to make it easier for advertisers to integrate tools like ChatGPT, Claude, and Gemini for Universal Ads media buyers, similar to recent announcements from Meta and
Spotify.
