“Where should I spend my next dollar?” is now a question that marketers can pop into an AI chat box instead of a media dashboard.
On Thursday, media measurement provider Measured launched a Model Context Protocol (MCP) server that allows brands to ask ChatGPT, Claude, Gemini and other AI platforms how their media is performing.
The answers are based on aggregated and anonymized data from over 30,000 incrementality tests across more than 200 of Measured’s brand clients, some of which spend hundreds of millions on paid media.
An MCP server is a bridge that lets AI platforms connect to external systems, data and tools through a standard protocol. In this case, chatbots like ChatGPT or Claude can query Measured’s system directly and return an answer in the chat window.
Measured didn’t build this bridge on a whim, said CEO and Co-Founder Trevor Testwuide. Enterprise clients have been asking for ways to bring incrementality insights into the AI tools they already use every day, he said, rather than having to log into yet another platform.
