Innovid adds Meta ads MCP to NIVO AI for marketers

Innovid has integrated Meta ads MCP into its NIVO AI product, extending NIVO into Meta advertising workflows.

The integration gives advertisers access to Meta campaign data through conversational prompts inside NIVO. It is designed to let marketers review campaign health, detect performance trends, identify optimisation opportunities and find creative assets that need attention without switching between multiple reporting tools.

Meta ads MCP uses the Model Context Protocol, a framework intended to let AI systems interact with software and data sources in a controlled way. The setup provides authenticated access to campaign information, while NIVO applies advertising logic to turn those signals into recommendations and actions.

For advertisers, the pitch is a shorter path from spotting a problem to deciding what to do next. Instead of checking separate dashboards or platform-specific assistants, marketers can ask questions in natural language and receive responses tied to campaign workflows.

Early enterprise testing of the integration focused on campaign summaries, trend detection, optimisation prompts and identifying signs of creative fatigue. Innovid did not disclose how many clients took part.

Workflow shift

The announcement reflects a broader shift in advertising technology as major platforms open more of their systems to AI tools through standardised interfaces. For marketers, part of the appeal is the prospect of using a single conversational layer across several media environments rather than learning different tools for each channel.

Innovid said it worked with Meta's product team during the beta programme for Meta ads MCP. That work included feedback on workflow design, usability and advertising use cases drawn from enterprise marketers.

The company argued that open protocols such as MCP could make AI tools easier to connect across systems while preserving controls around security, transparency and governance. Those issues have become central as advertisers test AI products that go beyond generating analysis and begin to influence campaign decisions and execution.

Innovid is positioning NIVO as the interface through which marketers can bring together those AI-driven tasks. The product sits within the company's wider advertising software business, which spans campaign creation, delivery, measurement and optimisation.

Executive view

Grant Parker outlined how Innovid sees the practical use of the new connection.

"The promise of agentic AI isn't just generating recommendations, it's also enabling meaningful action across advertising workflows," said Grant Parker, President, Innovid.

"Our early work with Meta ads MCP demonstrates how secure, authenticated access to advertising data allows AI agents to analyse performance, understand campaign context, surface opportunities, and help marketers move from insight to execution. As more platforms embrace open AI protocols, we're excited to bring those innovations together through NIVO in ways that make marketers faster, smarter, and more connected," Parker said.

The integration also points to how ad technology vendors are trying to maintain a role between large media platforms and brand marketers as AI changes day-to-day campaign management. By offering a common layer for analysis and action, software groups such as Innovid aim to reduce dependence on individual platform interfaces.

Innovid said clients would be able to explore campaign performance through conversation, identify potential issues earlier and connect recommendations directly to advertising workflows. It added that the system keeps access grounded in trusted campaign data through secure authentication and governance controls.

Innovid plans to add more AI integrations as advertising platforms expand their own MCP efforts, bringing additional connected workflows into NIVO.