Getting started with Performance Media MCP

The Model Context Protocol (MCP) is an open standard that lets AI assistants connect to external tools and data — including Criteo. Once you connect your approved AI tool to Criteo MCP, you can ask questions about your campaigns, pull performance data, and explore insights in plain language, without navigating the platform or building custom data pipelines.

This article covers what you can do with Criteo MCP, how to connect your AI tool, and how to validate and troubleshoot your setup. For background on what MCP is and how Criteo approaches it, see: What is Performance Media MCP and why does it matter.

Analyze campaigns and plan audiences with Performance Media MCP

Performance Media MCP helps you explore campaign performance, understand audience strategies, and prepare performance analysis through natural-language questions.

Available capabilities depend on the Criteo products your organization can access and how your connection is configured. The capabilities below apply to campaigns in Criteo Commerce Growth.

Audience Creation:

• Explore existing audience strategies and audience usage across campaigns

• Ask conversational questions to identify which audiences are most likely to drive a specific outcome (for example, acquisition vs retention)

• Generate audience recommendations based on business goals, product categories, or seasonal intent (for example: "Which audiences would be most effective for spring travel campaigns?")

• Translate strategic audience ideas into structured audience definitions that can be reviewed and activated through standard Criteo workflows

• Support faster planning conversations by using MCP to sanity-check audience approaches before launch

Portfolio & Account Visibility

• List advertisers in your portfolio

• View campaign structures and configurations

• Inspect ad set details and targeting settings

Attribution Analysis

• Compare attribution windows (1-day, 7-day, 30-day post-click)

• Analyze post-click versus post-view performance

• Understand cross-device conversion behavior

Performance Analytics

• Pull statistics for any time period (up to two years of history)

• Break down performance by campaign, ad set, device, OS, geography, and time

• Compare performance across markets and time periods

• Access over 100 standard performance metrics, including conversions, revenue, ROAS, and efficiency measures

All insights returned through MCP reflect the same data available in your Criteo platform account, with an extra level of insight and analysis unlocked with LLM capacity for natural language conversation.

Before you start: 
Confirm the following before connecting: