Retail media teams don’t have a data problem. They have a workflow problem.
The data is already there: campaign performance, pacing, delivery, auction activity, budget utilization. But getting answers still means clicking through dashboards, exporting reports, and stitching together insights manually.
It breaks down when they need to investigate issues quickly, make decisions in real time, and operate at scale.
Today, we’re introducing the Topsort MCP Server, a new way for retail media teams to interact with their ad stack through AI.
With the Topsort MCP Server, AI clients like GPT, Claude, Cursor, and other MCP-compatible tools can connect directly to Topsort data and operations. That means teams can analyze performance, diagnose issues, and take action through a conversational interface grounded in live marketplace data.
This is more than a better analytics experience. It’s a new interface for running retail media.
What Is MCP?
MCP, or Model Context Protocol, is a standard that allows AI systems to connect to real tools and live data in a structured way.
In practice, that means an AI client can do more than generate text and answer questions. It can understand operational context and interact with the underlying system.
With an MCP server, AI agents can:
- Read live data, such as campaigns, budgets, and performance metrics
- Reason across multiple signals at once
- Take actions inside the system when permissions allow
You can think of it as an interface layer designed for AI, not just for humans.
What You Can Do with the Topsort MCP Server Today
The Topsort MCP Server gives teams a direct way to access and work with live retail media data, campaign operations, and marketplace signals
Today, teams can:
- Analyze campaign performance across spend, ROAS, CTR, CVR, CPC, impressions, and clicks
- Identify campaigns that are overpacing or underpacing
- Investigate underdelivery and performance drops
- Compare results across vendors, categories, and time periods
- Monitor auction dynamics like win rate shifts and pricing changes
These workflows make it easier to understand what’s happening across campaigns and marketplaces in real time.
Because MCP connects directly to the underlying system, the same interface can also be used to take action—adjusting budgets, pausing campaigns, reallocating spend, or coordinating performance across channels.
Instead of switching between dashboards and execution tools, teams can move from insight to action in a single workflow.
Why This Matters
Traditional ad platforms were built around human-operated workflows:
- Dashboards to navigate
- Controls to configure campaigns
- Reports to interpret performance
Even when AI is layered on top, it often stays limited to recommendations. A person still has to gather the context, decide what to do, and manually execute.
MCP changes that model.
With an MCP-powered ad platform, AI can work directly with live campaign and marketplace data, creating a tighter operating loop:
Observe → Decide → Act → Learn
That’s a meaningful shift for retail media teams, where speed matters and decisions are constantly changing.
Why Retail Media Is Ready for This Shift
Retail media is driven by fast-moving signals:
- Shopper intent
- Product availability
- Pricing
- Conversion likelihood
- Margin
- Auction pressure
The number of decisions, and the speed required to make them, have already outgrown fully manual workflows.
Topsort sits close to the signals that matter most:
- Campaign delivery
- Auction logic
- Marketplace performance
- Optimization systems
The Topsort MCP Server makes that operational context accessible to AI in a usable way.
That turns retail media from something teams monitor into something they can investigate and operate programmatically.
What This Unlocks
The Topsort MCP Server connects to analytics and the underlying system itself.
That means the same interface used to investigate performance can be used to directly take action within the system—adjusting budgets, pausing campaigns, optimizing bids, or coordinating across channels. Campaign setup, optimization, and coordination across channels become part of a continuous loop, not separate steps.
In other words, MCP turns ad serving into a programmable system that AI agents can operate directly—not just observe.
Infrastructure for AI-Driven Retail Media
This is the broader shift.
With MCP, Topsort is infrastructure that AI agents can plug into and operate directly.
That changes the role of the platform from a dashboard-centric tool into a system of action:
- A source of real-time marketplace context
- A layer for decision-making
- A foundation for AI-driven operations
For retail media networks and marketplaces, that opens the door to a much more scalable operating model.
Getting Started
The Topsort MCP Server is available for Topsort customers.
To get started:
- Topsort enables MCP for your marketplace
- Your team receives API credentials
- You connect through an MCP-compatible AI client
- You begin with analytics and investigation workflows
To learn more or request access, reach out to your Topsort team.
From Ad Servers to Agent Infrastructure
Ad platforms were built for a world where humans had to stay in every step of the loop.
That world is changing.
MCP introduces a new model: one where AI can directly interact with systems, understand live context, and move from question to action within the same workflow.
The Topsort MCP Server is our first step in that direction.
Not just better analytics. A new interface for operating retail media with AI.
From Ad Servers to Agent Infrastructure: Introducing the Topsort MCP Server
Retail media teams don’t have a data problem. They have a workflow problem.
The data is already there: campaign performance, pacing, delivery, auction activity, budget utilization. But getting answers still means clicking through dashboards, exporting reports, and stitching together insights manually.
It breaks down when they need to investigate issues quickly, make decisions in real time, and operate at scale.
Today, we’re introducing the Topsort MCP Server, a new way for retail media teams to interact with their ad stack through AI.
With the Topsort MCP Server, AI clients like GPT, Claude, Cursor, and other MCP-compatible tools can connect directly to Topsort data and operations. That means teams can analyze performance, diagnose issues, and take action through a conversational interface grounded in live marketplace data.
This is more than a better analytics experience. It’s a new interface for running retail media.
What Is MCP?
MCP, or Model Context Protocol, is a standard that allows AI systems to connect to real tools and live data in a structured way.
In practice, that means an AI client can do more than generate text and answer questions. It can understand operational context and interact with the underlying system.
With an MCP server, AI agents can:
- Read live data, such as campaigns, budgets, and performance metrics
- Reason across multiple signals at once
- Take actions inside the system when permissions allow
You can think of it as an interface layer designed for AI, not just for humans.
What You Can Do with the Topsort MCP Server Today
The Topsort MCP Server gives teams a direct way to access and work with live retail media data, campaign operations, and marketplace signals
Today, teams can:
- Analyze campaign performance across spend, ROAS, CTR, CVR, CPC, impressions, and clicks
- Identify campaigns that are overpacing or underpacing
- Investigate underdelivery and performance drops
- Compare results across vendors, categories, and time periods
- Monitor auction dynamics like win rate shifts and pricing changes
These workflows make it easier to understand what’s happening across campaigns and marketplaces in real time.
Because MCP connects directly to the underlying system, the same interface can also be used to take action—adjusting budgets, pausing campaigns, reallocating spend, or coordinating performance across channels.
Instead of switching between dashboards and execution tools, teams can move from insight to action in a single workflow.
Why This Matters
Traditional ad platforms were built around human-operated workflows:
- Dashboards to navigate
- Controls to configure campaigns
- Reports to interpret performance
Even when AI is layered on top, it often stays limited to recommendations. A person still has to gather the context, decide what to do, and manually execute.
MCP changes that model.
With an MCP-powered ad platform, AI can work directly with live campaign and marketplace data, creating a tighter operating loop:
Observe → Decide → Act → Learn
That’s a meaningful shift for retail media teams, where speed matters and decisions are constantly changing.
Why Retail Media Is Ready for This Shift
Retail media is driven by fast-moving signals:
- Shopper intent
- Product availability
- Pricing
- Conversion likelihood
- Margin
- Auction pressure
The number of decisions, and the speed required to make them, have already outgrown fully manual workflows.
Topsort sits close to the signals that matter most:
- Campaign delivery
- Auction logic
- Marketplace performance
- Optimization systems
The Topsort MCP Server makes that operational context accessible to AI in a usable way.
That turns retail media from something teams monitor into something they can investigate and operate programmatically.
What This Unlocks
The Topsort MCP Server connects to analytics and the underlying system itself.
That means the same interface used to investigate performance can be used to directly take action within the system—adjusting budgets, pausing campaigns, optimizing bids, or coordinating across channels. Campaign setup, optimization, and coordination across channels become part of a continuous loop, not separate steps.
In other words, MCP turns ad serving into a programmable system that AI agents can operate directly—not just observe.
Infrastructure for AI-Driven Retail Media
This is the broader shift.
With MCP, Topsort is infrastructure that AI agents can plug into and operate directly.
That changes the role of the platform from a dashboard-centric tool into a system of action:
- A source of real-time marketplace context
- A layer for decision-making
- A foundation for AI-driven operations
For retail media networks and marketplaces, that opens the door to a much more scalable operating model.
Getting Started
The Topsort MCP Server is available for Topsort customers.
To get started:
- Topsort enables MCP for your marketplace
- Your team receives API credentials
- You connect through an MCP-compatible AI client
- You begin with analytics and investigation workflows
To learn more or request access, reach out to your Topsort team.
From Ad Servers to Agent Infrastructure
Ad platforms were built for a world where humans had to stay in every step of the loop.
That world is changing.
MCP introduces a new model: one where AI can directly interact with systems, understand live context, and move from question to action within the same workflow.
The Topsort MCP Server is our first step in that direction.
Not just better analytics. A new interface for operating retail media with AI.