Paris, July 15, 2026. mediaROI, the first European AI-Native platform dedicated to Marketing Mix Modeling, calibrated attribution, and incrementality, announces the launch of its MCP. The Model Context Protocol is an open standard that lets an AI assistant connect in real time to an external data source. This connector gives mediaROI clients direct, secure access to their own measurement results, from inside the assistant they already use (Claude, ChatGPT, Gemini…).
"The most rigorous marketing measurement is useless if it stays locked in a dashboard that only a few specialists can read," says Antoine Szalewski, CEO and co-founder of mediaROI. "With the MCP, a marketing director, a data lead, or a CFO asks their question directly in the tool they already use and gets an answer straight from their own model. The gap between data and decision goes from several days to a few minutes, and that gap, compounded over a year, becomes a real competitive advantage."
For teams already familiar with MMM, the leap is not so much access as tempo: the model shifts from a report delivered in waves to a layer that can be queried continuously. A manager can read their marginal ROIs and saturation curves, test a budget reallocation, and get the associated recommendation, without leaving their assistant.
"The MCP is the future of the internet. Today, our clients query their measurement in natural language right where they already work; tomorrow, they will be able to entrust it with actions, such as triggering a data collection or a retraining on the mediaROI platform, with a simple message," explains Florent Bolzinger, CTO and co-founder of mediaROI.
Security and governance
The mediaROI MCP is currently read-only: it does not modify model settings. Access relies on the client's existing authentication, and the connector's permissions exactly mirror those of their workspace on the platform. Data processing remains GDPR-compliant, and client data stays their property.
About mediaROI
mediaROI is the first European AI-Native platform for Unified Marketing Measurement, combining Bayesian Marketing Mix Modeling, calibrated attribution, and incrementality. Its promise: an actionable MMM in a few weeks instead of several months, delivered on a dedicated platform with optimal-mix recommendations, a ROI simulator, and daily monitoring.
mediaROI supports brands such as Adeo (Leroy Merlin), the Yves Rocher Group, Cdiscount, Ouigo, Samsung, and Orange. Based in Paris (Station F), the company carries a simple ambition: "The AI for Marketing Measurement." More information at mediaroi.io and on mediaROI's LinkedIn account.