OnAudience today announced the launch of OnAudience MCP, a new Model Context Protocol (MCP) integration that connects AI assistants directly to OnAudience’s proprietary audience data and technology, enabling media teams to plan, discover and create audiences through natural-language conversations.
With OnAudience MCP, media planners can turn written campaign briefs into custom audience profiles, search more than 4,100 ready-made audience segments, explore audience insights and prepare campaigns for DSP activation, all within their AI assistant.
The first integration is available through Claude, with plans to expand support to other AI assistants in the future.
OnAudience MCP
The launch addresses one of the industry’s persistent challenges: the time and effort required to translate campaign briefs into relevant audience segments ready for programmatic activation. By connecting AI assistants directly to OnAudience’s proprietary data and technology, the integration reduces the need to switch between platforms and helps media teams move from audience planning to activation more efficiently.
“Agentic AI is changing how people interact with technology, and advertising is no exception. But an AI agent is only as useful as the data and tools it can access,” said Mac Sawa, CEO, OnAudience.
“OnAudience MCP allows media teams to move from a campaign brief to audience discovery, creation and activation planning through a simple conversation. This is an important step towards making agentic advertising practical, while keeping the quality of audience data and human expertise at the heart of the process.”
Built on OnAudience’s proprietary data infrastructure, which processes signals from more than 25 billion devices across over 200 markets, OnAudience MCP connects AI assistants to the company’s AI Audiences solution and global audience taxonomy. Through the integration, media planners with OnAudience accounts can access the following capabilities:
- Create custom audience profiles in seconds based on campaign briefs, geography, demographics, interests and behavioural targeting requirements, with tailored segments prepared for subsequent activation.
- Discover audiences through natural-language search, exploring more than 4,100 proprietary audience segments across categories including demographics, interests, purchase intent, brands, B2B, CTV, travel, automotive, retail, finance, gaming, sports, technology, entertainment, luxury and events. The integration supports multilingual searches and provides relevant segment IDs and matching scores.
- Explore audience insights and estimated reach, including demographic composition, relevant behavioral signals and potential audience reach across supported advertising platforms.
- Accelerate the path to DSP activation by identifying suitable audiences, preparing custom segment requests and moving audiences towards activation across major advertising platforms, including The Trade Desk, Amazon DSP, DV360, PubMatic, Equativ and LiveRamp, among others, with bespoke audience activation typically taking 24-72 hours.
- Access OnAudience expertise when needed, with support from the OnAudience team for custom audience requirements, technical onboarding and campaign activation.
OnAudience MCP is available to users with an active OnAudience account and the required authentication credentials. The integration is designed to work directly within Claude, allowing media teams to access audience data and planning capabilities without a separate SaaS subscription fee for the MCP connector.
OnAudience previewed OnAudience MCP at DMEXCO 2026 in Cologne, giving attendees the opportunity to see the technology in action and explore how agentic workflows could change audience planning and activation.