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.
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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.