Retriever MCP: media data for AI agents

Connect AI directly to structured media data

Through the Model Context Protocol (MCP), AI applications can request relevant information from the Retriever media database when it is needed. Instead of manually copying information from Retriever into an AI application, an AI agent can use available Retriever data directly within a conversation or workflow.

Retriever MCP is currently available in beta for Retriever customers.

What is MCP?

The Model Context Protocol (MCP) is an open standard that allows AI applications to connect to external data sources and tools. Retriever MCP provides AI agents with a standardised way to access media data from Retriever while respecting the user’s existing access permissions.

What data can be accessed through Retriever MCP?

Depending on the subscription and available market, Retriever MCP can provide access to structured information including:

• media and media brands;
• publishers and sales houses;
• advertising opportunities and formats;
• rates and rate structures;
• audience and reach information, where available;
• media characteristics and metadata.

MCP for AI and agentic media planning

Retriever MCP can be used in AI workflows where an agent, for example, researches media opportunities, compares advertising options or gathers information as input for a media plan. This allows media agencies and advertisers to combine their own AI environment with the structured media data maintained by Retriever.

MCP and API

Retriever provides both API access and MCP access to media data. An API is generally used for predefined integrations between systems. MCP is designed specifically for AI applications and agents and allows an AI environment to request relevant data during a workflow. In both cases, Retriever is the underlying source of the media data.

Secure access

Retriever MCP does not make the Retriever media database publicly accessible. Access is authenticated and linked to the permissions of the Retriever customer. A connected AI application can only access information that the user or organisation is authorised to use.

Available markets

Retriever MCP can be used for the markets included in the customer’s subscription:

The Netherlands, Belgium and Luxembourg.

France will be added from 1 January 2027.

MCP-compatible applications

Retriever MCP can be connected to AI applications and agentic workflows that support the Model Context Protocol. The exact configuration depends on the AI application and the Retriever account.

Interested in Retriever MCP?

Retriever MCP is currently available in beta. Contact Retriever for more information about access to Retriever MCP or connecting it to your organisation’s AI environment.