Adform, the integrated advertising platform built for the agentic age, is bringing its live agentic advertising proposition to DMEXCO. Brands and agencies will experience how AI can connect directly to more than 800 capabilities across Adform FLOW through Adform’s Model Context Protocol (MCP) server. 

At Cannes Lions, Adform took agentic advertising live on stage alongside Dell Technologies and Publicis Groupe. At DMEXCO, Adform is taking the next step with a dedicated demo station at its booth, where visitors can interact directly with Adform FLOW through the AI tools of their choice.

Jochen Schlosser, Chief Technology Officer at Adform, commented: “Working in a complex system and building prototypes within it, e.g., for creative and media optimisation, used to be a bit like flying a plane and a helicopter, and driving a car at the same time. Before, you needed a licence for each one. Now you can do it seamlessly just by asking AI.” 

Through Adform’s MCP server, users can connect AI tools such as ChatGPT, Claude, Microsoft Copilot, or their own AI solutions directly to Adform FLOW, including its integrated DSP, Ad Server, DMP, and ID Fusion. This setup offers more than 800 capabilities across the campaign lifecycle, spanning planning and forecasting, activation, in-flight optimisation and troubleshooting, and cross-channel reporting and insights. 

Commenting on their early access to the infrastructure during the Cannes demonstration, Adform’s brand and agency partners highlighted the technology's immediate, tangible impact.

“Taxonomy is really error-prone. There’s a lot of copy-and-pasting, which is generating poor data quality,” said Monique Teil, global senior Adtech consultant, Dell Technologies. “Measurement and insights are another big use case, and so is managing content on the edge, automating creative through social and OA platforms. But with the support of agents, workflows are going to become more fluid.”

“As a trader who’s worked in ad platforms for over ten years, I love AI for offloading functions I already know how to do and don’t want to keep doing manually,” commented Martin Palounek, Adtech consultant, Publicis Groupe Czech Republic. “Now I can give that to an agent instead of clicking through UIs, and focus on creative strategy, incrementality and business outcomes. What makes a difference is that I’m talking directly to Adform’s backend, not just prompting an LLM on its own, so I get repeatable results.” 

Schlosser continued: “Adform is connecting to the AI tools advertisers are using, wherever they sit. Value creation with less manual labour for talented people has rightly become the focus, not running reconciliations and naming conventions. At Cannes, we showed that this is not a concept or a future promise. At DMEXCO, we are continuing that story.”