Performance Media Model Context Protocol (MCP) gives eligible advertisers and agencies a simpler way to explore Criteo Commerce Growth data. Through an approved AI environment, you can ask questions about your accounts and campaigns in plain language instead of manually navigating between reports and tools.
This article explains what MCP is, what you can use it for, and how to approach access, security, and human oversight.
What MCP is
MCP is an open industry standard that helps AI assistants connect to external systems, such as Criteo Commerce Growth.
When connected to Commerce Growth, an AI assistant can use the capabilities and data that your organization has authorized. You can then explore campaign information through natural-language questions.
For example, you could ask an AI assistant to:
Summarize campaign performance for a specific period.
Identify important changes in campaign performance.
Help you investigate a trend or unexpected change.
Prepare a performance summary for your team.
MCP is an additional way to work with Commerce Growth. It does not replace the Commerce Growth platform or Criteo APIs.
Use MCP to explore campaign performance
MCP is designed for advertisers, agencies, campaign managers, and account teams that want to spend less time on repetitive reporting tasks.
Depending on your organization’s access and the capabilities enabled for your connection, MCP can help you:
See which Commerce Growth accounts and campaigns are available to you.
Review campaign performance for a defined time period.
Surface trends, changes, and areas that may need further investigation.
Ask follow-up questions to explore campaign insights.
Prepare summaries and reports more efficiently.
MCP can reduce repetitive navigation and report preparation, giving your team more time to interpret performance and make informed decisions.
Understand access and permissions
MCP access is controlled through authorization and permissions.
An AI assistant can use only the Commerce Growth data and capabilities that your organization has explicitly made available. MCP does not provide unrestricted access to Commerce Growth.
Your connected AI environment should be treated as another way to access the capabilities enabled for your account—not as a separate source of access or expanded account permissions.
Keep human oversight in the workflow
MCP can help you find information and work through analysis more efficiently. It does not replace strategic decision-making, brand oversight, or professional judgment.
Review AI-generated responses before relying on them. Depending on the request and the connected AI environment, outputs may be:
Inaccurate.
Incomplete.
Based on information that is no longer current.
Use MCP to support your analysis, then confirm important information in Commerce Growth or through your normal reporting workflows before taking action.
Use connected AI tools responsibly
When you connect your own AI assistant or agent to Criteo, including through MCP, keep the following responsibilities in mind:
Review AI-generated outputs. Summaries, recommendations, campaign settings, targeting suggestions, and budget suggestions are not guaranteed to be accurate or complete.
Check actions before they happen. Any action taken through the connection—including creating or funding campaigns and the spend that follows—is your responsibility, whether the action was initiated by a person or an AI agent.
Protect your credentials. You are responsible for securing your credentials and deciding which permissions to grant.
Follow applicable requirements. Make sure your campaigns and creatives comply with applicable laws and Criteo’s advertising policies.
Confirm data-sharing rights. Criteo does not provide or control your AI tool or its model provider. When you connect an external AI tool, your Criteo data may leave the Criteo platform. Make sure you have the right to share that data with the connected provider.
Review the terms that apply to your account. Criteo does not provide a warranty for external AI tools or their outputs and is not responsible for decisions made in reliance on those outputs, subject to the limits in your agreement with Criteo.
Get started with MCP
To use MCP with Commerce Growth, your organization needs:
An approved AI environment. MCP works through compatible AI tools that support this type of connection.
Authorized Criteo access. Your organization must have the appropriate Criteo account access and credentials.
A clear first use case. Start with a focused workflow, such as reviewing campaign performance or preparing a summary for a defined time period.
Your Criteo representative can help confirm eligibility and explain the available connection process.