IQM MCP overview

Model Context Protocol (MCP) provides a standardized way for AI applications to connect with external tools and services. With MCP, an AI assistant can access capabilities made available by an MCP server, then use those capabilities to retrieve information or perform supported action.

IQM MCP extends this approach to the IQM platform. It brings specific platform capabilities into an AI-assisted workflow to offer an alternative method for managing your campaign workflow. This approach minimizes the need to toggle between apps to perform supported platform operations. Instead, you can perform supported tasks directly via Claude’s or ChatGPT’s chat interface.

IQM MCP eligibility requirements

More on third-party eligibility requirements: IQM MCP is supported via Claude and ChatGPT. You can sign up for a free account directly with either AI-assistant provider.

Access to IQM platform apps and capabilities depends on how your organization’s Workspace is configured. IQM MCP connects directly to your account’s existing account-and-permission structure. This means you can consider IQM MCP access as an additional interface rather than a separate permission system.

If you can access an app or complete an action in the IQM platform–and it’s an IQM MCP supported platform operation–then you are eligible to complete those same tasks via IQM MCP.

IQM MCP supported actions

Supported actions are the specific platform operations that you can complete using IQM MCP. These can include activities such as:

Retrieving information from IQM.
Generating or accessing reporting data.
Moving budgets from one campaign to another.
Supporting campaign creation, management, and performance analysis.
Returning information that can be used for deeper review or decision-making.
Performing other supported platform operations across apps and functions.

The table below outlines these supported platform operations and actions. Refer to Set up and run IQM Model Context Protocol (MCP) to get started with your first prompt.

Element	Description	Details
Asset	Manage creative-asset records and files.	Upload creative files. Manage (list, fetch, update, delete) previously added asset records and files.
Audience	Create, activate, and manage audiences.	Create new audiences (Segmented, Retargeted, Lookalike, Pre-bid, Contextual, Geofarmed, Campaign, Custom Voter) Manage existing audiences (search, Re-Match, generate insights, activate)
Bid Model	Apply rule-based optimizations to campaigns.	Set inclusion and exclusion rules for supported dimensions that your campaign is targeting. Create and manage dimension bundles.
Campaign	Create and manage campaigns and insertion orders (IOs).	Create new IOs and Advanced or Programmatic Guaranteed (PG) campaigns. Manage (edit, duplicate, delete, change status, change budget) existing IOs and campaigns.
Creative	Add and manage creatives.	Add or upload new creatives. Check an existing creative’s status or details. Target a creative or group of creatives.
Customer	Manage customers and approvals.	Obtain customers’ details and manage customers. Review and approve submitted items (campaigns, creatives, audiences).
Dashboard	Gain visibility into delivery details.	Review the impact of AI-Based Optimization on your target KPI. Group performance by IO, campaign, exchange, advertiser, or Workspace. Compare a set of metrics over the same timeframe. Access previously created data dashboards. Diagnose why a campaign isn’t serving or is underdelivering with AI Insights.
Inventory	Identify, group, and target inventory and deals.	Create or manage inventory groups (Open Exchange, Connected TV [CTV], Private Marketplace [PMP], Contextual). Add PMP or Programmatic Guaranteed (PG) inventory deals. Manage blocked-inventory lists.
Master*	Pull Master API details.	Look up reference data across: Location (time zones, geographies) Segments (demographics) Channels and traffic (devices, carriers, networks, traffic types, channels, exchanges, deal curation, ad categories, real-time bidding [RTB] types) Creatives (creative sizes, video parameters)
Report	Generate and manage custom reports.	Review supported dimensions and metrics. Generate a new report. Manage (save, list, execute) and existing report.

* Master API: IQM MCP can connect to the Master API. The Master API serves as a central source for shared reference data across IQM. It provides the standardized values and lookups required by other IQM APIs.

IQM MCP use cases

In general, IQM MCP supports a range of AI-assisted workflows across the IQM platform, with its primary use cases including:

Reducing context switching: Access supported actions from an MCP-compatible AI application instead of manually moving between tools to complete every task.
Enabling conversation-based operations: Ask questions in natural language and allow the AI assistant (Claude, ChatGPT) to run various platform tasks across the campaign lifecycle in real time.
Uncovering and interpreting data and insights: Generate custom reports and summarize campaign-performance data and other insights to apply them to your workflow.
Managing tasks in bulk and across the campaign lifecycle: Create and manage insertion orders (IOs) and campaigns along with individual targeting elements such as audiences, inventory, and creatives, then report on and optimize those campaigns, all from a single chat.

We recommend referencing Set up and run IQM Model Context Protocol (MCP) and following its prompt examples to get familiar with IQM MCP and understand its capabilities.

IQM MCP setup and getting started

You can set up IQM MCP via custom connectors (Claude) or custom plugins (ChatGPT via developer mode).

Refer to Set up and run IQM Model Context Protocol (MCP) for setup guides, example prompts, and tutorials.

Key terms and concepts

MCP terms

Refer to the table below for MCP terms and their definitions.

Term	Definition
MCP	Model Context Protocol, a standardized way for AI applications to interact with external tools and services.
IQM MCP	The approach used to bring specific, supported platform capabilities into an AI-assisted workflow. It offers an alternative method for managing your campaign tasks, where AI agents (Claude, ChatGPT) take real-time action based on the tasks you request via a chat interface.
MCP client	The AI application that connects to an MCP server. In the IQM MCP ecosystem, external clients can include an AI assistant or agent such as Claude or ChatGPT, custom applications, and developer tools.
MCP server	The service that exposes tools and capabilities through MCP. In the IQM MCP ecosystem, MCP servers–or apps–include the Dashboard App MCP Server, Report App MCP Server, and Bid Model App MCP Server, and more.
MCP action	The specific operations that can be requested and performed through an MCP server. Refer to IQM MCP supported actions for more details.
AI application	The application that uses MCP capabilities to respond to your requests and perform supported tasks.
Prompt	The request you share via chat with an AI agent (Claude, ChatGPT) that signals that agent to perform an action.

AI-assisted decision making

For advertising workflows, IQM MCP can help surface information, compare performance, identify opportunities, and execute supported IQM platform actions. Organizations should continue to apply their existing review, approval, compliance, and governance processes when using any AI-assisted workflows, which includes using IQM MCP.

IQM MCP and Vera AI

IQM MCP and Vera AI offer different use cases. IQM MCP provides a convenient alternative method to manage campaign tasks directly within third-party chat interfaces like Claude and ChatGPT. Vera is IQM’s proprietary, dedicated AI agent designed to deliver a highly integrated, platform-native experience.

IQM MCP is a fantastic option for performing quick, chat-based supported actions in external tools, but Vera serves as a central companion built directly into the IQM ecosystem. It provides a visually supportive interface for building audiences, creating and submitting campaigns, customizing rich performance dashboards, and more.

For users who want a seamless, unified workspace without toggling between systems, partnering with Vera offers the ultimate combination of conversational intelligence and platform capabilities. Refer to the “Vera - IQM’s artificial intelligence (AI) agent” collection overview for more information.

Locate additional IQM MCP resources:

Set up and run IQM Model Context Protocol

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IQM Model Context Protocol (MCP) overview

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