Vice President – Client Partner - Commerce

Tinuiti unveils Bliss Point MCP Server, pioneering open measurement access for AI agents. October 06, 2026 10:54 ET | Source: Tinuiti.com NEW YORK, USA, Oct. 06, 2026 (GLOBE NEWSWIRE) - In an industry built on walled gardens, Bliss Point MCP Server opens Tinuiti's decision-grade media intelligence to any AI agent a brand chooses - no closed ecosystem required. Today, Tinuiti, a leading independent media agency, announced the launch of the Bliss Point Model Context Protocol (MCP) Server, becoming one of the first agencies to open its proprietary measurement layer directly to AI agents. Powered by the Bliss Point Marketing Operating System - Tinuiti's proprietary intelligence engine that unifies audience, creative, media, and measurement - the new connection gives marketers governed access to clean, cross-channel media performance and measurement intelligence through compatible AI agents and enterprise AI environments. Unlike traditional walled-garden platforms that restrict integration, the Bliss Point MCP Server is built for total interoperability - collaborating directly with a marketer's chosen AI applications, external tech partners, and existing enterprise infrastructure. The Bliss Point MCP Server makes core Bliss Point resources - clean, normalized media data, measurement signals, and select third-party data - available through compatible versions of ChatGPT, Claude, Microsoft Copilot, and clients' own agents or business intelligence environments, subject to client permissions and configuration. Rather than asking an agent to reconcile fragmented platform reports, the Bliss Point MCP Server gives it a single, already-taxonomized view of performance to reason over. "We believe two things fundamentally. One, an AI agent is only as smart as the context, data, and guardrails powering it, and two, clients should be able to choose how they use their own data - not have that choice made for them by whichever system happens to hold it. That's what Bliss Point MCP means in practice: a client's own clean, governed data, working inside whatever agent or LLM they choose. For clients, that means faster, more confident decisions built on a foundation they actually trust. As an independent agency, we can move fast and work with the technology our clients choose," said Abbey Klaassen, Chief Executive Officer, Tinuiti. Built on the open Model Context Protocol standard, the new connection allows brands to query approved Bliss Point data and build customized workflows, giving a brand's preferred agents and tools access to the most powerful datasets and context. By taking on the heavy lifting of extracting, organizing, and unifying fragmented channel data in one place, Tinuiti's Bliss Point MCP Server gives a brand's AI tools immediate access to decision-grade intelligence, empowering teams to focus on strategic execution from day one. Tinuiti's pioneering agency MCP Server comes as platforms such as Google, Meta, TikTok and Amazon have each introduced MCP connections that give marketers and developers agent-based access to their respective platforms. By connecting its proprietary measurement intelligence to AI agents through an MCP, Tinuiti gives clients an independent intelligence layer across channels, bringing together normalized media data, measurement signals, modeling outputs, and approved third-party data in a consistent, governed format. With the Bliss Point MCP Server, marketers can: * Connect media and business data. Bring approved media intelligence into a brand's AI or business intelligence environment and combine it with sales, inventory, or CRM data for cross-functional analysis. * Get answers on demand. Ask how yesterday's performance compared with plan and receive an answer based on clean, taxonomized data, without waiting for a scheduled report or response. * Move faster during peak periods. Review pacing and prior-day results during high-volume periods, including the holiday shopping season, using the same governed data foundation available to the broader team. * Build governed workflows. Develop agents and skills, including weekly performance narratives or anomaly alerts, with Bliss Point as the underlying intelligence layer. Market interest in an open measurement layer is already translating into active adoption among major brands. Leading advertisers within Tinuiti's client roster, like e.l.f., are implementing the Bliss Point MCP Server to connect their enterprise LLMs and custom AI agents directly to the agency's decision-grade data. By moving early, these brands are establishing unified AI governance models that integrate cross-channel media performance straight into their internal business intelligence stacks - setting the operational standard for how modern marketing organizations will leverage AI agents moving forward. "e.l.f.'s ethos commits us to connecting communities and actively listening to the signals they give. An integrated platform like Tinuiti's MCP - for which we were eager to be alpha testers - should allow us to see the big picture across our media and business data with collective analysis through a governed workflow. We are always looking for new pathways to meet our community where they are," said Patrick O'Keefe, Chief Integrated Marketing Officer, e.l.f. Brands. Tinuiti built the Bliss Point MCP Server under its Agentic Deference principles, which call for approved data access, clearly defined business objectives, human accountability and governance appropriate to each use case. Building directly on this MCP foundation, Tinuiti is rolling out next-generation Dashboarding and Data Analysis Agents, designed to provide on-demand, customized answers through Bliss Point. The launch follows rapid enterprise growth for Tinuiti, driven by a 66% increase in average deal size over two years and major Agency of Record wins including: Carter's, Inc., Full-Funnel Agency of Record; Wolverine World Wide, Inc. (Merrell, Saucony, Chaco, Wolverine, and Cat Footwear), Media Agency of Record; Serta Simmons Bedding, Digital Agency of Record; and Allies of Skin, Media Agency of Record. Tinuiti has also made significant investments in senior leadership throughout 2026 to support its continued growth. Abbey Klaassen joined Tinuiti as CEO in June, with Bryan Wiener appointed Chairman of the Board. Most recently, Tinuiti welcomed Wes Harris as Global Chief Operating Officer, formalizing the COO role on its executive leadership team to connect client delivery, product, technology, and AI around the agency's biggest growth opportunities. About Tinuiti Tinuiti is a media agency that not only builds brands, but architects business outcomes, creating immediate and lasting growth for clients. At the center is Tinuiti's Bliss Point Marketing Operating System - the ultimate brand and performance unifier - which fuels decisions across Audience, Creative, Media and Measurement. This approach allows Tinuiti to treat each client's business like its own - making smarter decisions, faster, and with greater accountability. With over $4.5 billion in media under management and 1,200 employees across the U.S., Mexico and EMEA, Tinuiti delivers measurable impact for leading brands. For more information, users can visit https://tinuiti.com/.

Tinuiti turns Meta Creative signals into media investment intelligence. Published on: Sep 16, 2026 As Meta increasingly uses creative signals to influence automated ad delivery, Tinuiti is introducing a dashboard designed to translate creative fatigue and diversification data into media-spend and performance decisions. Creative fatigue has long been visible to performance marketers through declining engagement and rising acquisition costs. What has been harder is determining how much media investment is exposed to the problem and when additional creative production can materially change the outcome. Tinuiti is targeting that gap with a new capability inside its Bliss Point Marketing Operating System. The agency says its Meta Creative Health Dashboard is the first solution to translate Meta's newly available Creative Fatigue and Creative Diversification signals into financial and operational guidance. The dashboard combines Meta's creative-health signals with spend, performance, format and placement data. Rather than treating creative performance as an isolated media metric, the system is designed to connect creative conditions with the amount of advertising investment potentially affected. One of the dashboard's primary functions is estimating media spend exposed to fatigued or declining ad sets. Bliss Point also calculates the associated ROAS gap against what Tinuiti describes as healthy performance baselines. That approach changes the conversation around creative refreshes. Instead of asking whether a campaign needs more assets based primarily on media-buying experience, marketing teams can use the dashboard to identify affected ad sets, estimate the financial exposure and determine where additional creative variation may be warranted. The platform also evaluates creative diversification across formats and placements. This matters as automated media-buying systems increasingly determine where and when advertisements are delivered. A campaign that relies too heavily on a narrow group of assets can potentially limit the options available to an automated delivery system. Tinuiti says API-based alerts can surface Meta's fatigue signals and direct media buyers and creative teams toward the ad sets requiring attention. The objective is earlier intervention, rather than waiting for performance deterioration to become obvious in campaign reporting. The development reflects a broader change in paid media. Automation has reduced the number of manual decisions marketers make around bidding, targeting and delivery, increasing the importance of the inputs that automated systems use to optimize campaigns. Creative is becoming one of those inputs. Meta has increasingly emphasized creative diversification as advertisers move toward more automated campaign structures. That makes creative operations less of a downstream production function and more closely connected to media performance. For marketers, however, a platform signal is not necessarily a business recommendation. The value of Tinuiti's approach lies in connecting the signal to spend and performance data, potentially giving marketing and finance leaders a common framework for evaluating creative investment. Tinuiti says the dashboard is designed to provide that financial context by showing where fatigue exists, how much spending may be affected and where a creative refresh could have the greatest potential impact. These are Tinuiti's product capabilities and positioning rather than independently verified performance results. The launch also fits into Tinuiti's broader expansion as a full-funnel media agency. The company reports that its average deal size has increased 66% over the past two years and that it has secured nearly 50 integrated, multichannel or agency-of-record wins since January 2024. Those figures are company-reported. The more important industry development is the increasing convergence of creative intelligence, media measurement and automated advertising. As platforms make more delivery decisions algorithmically, marketers need better visibility into which creative variables are influencing those systems and what happens financially when creative performance deteriorates. Market landscape. Meta's advertising ecosystem has become increasingly automated, shifting more campaign optimization decisions toward machine-learning systems. That puts greater emphasis on the quality and diversity of creative inputs available to those systems. For advertisers, this creates a measurement challenge. Traditional creative reporting often focuses on individual asset metrics, while media reporting concentrates on spend, conversions and ROAS. Connecting those datasets can provide a clearer view of whether creative is contributing to media efficiency or becoming a constraint. Tinuiti's dashboard sits within that intersection, combining platform-generated creative signals with broader campaign and investment data. Strategic outlook. The role of the creative team in performance marketing is changing as automated media buying becomes more sophisticated. Creative volume alone is unlikely to solve fatigue. Marketers also need to understand where creative concentration exists, which formats and placements are underrepresented, and whether new assets produce measurable improvements after deployment. That makes creative intelligence increasingly relevant to both CMOs and media buyers. The next stage of paid-media optimization could involve treating creative as a measurable component of media infrastructure rather than simply an input into campaigns. The critical question will be whether platforms, agencies and advertisers can establish reliable links between creative-health signals and incremental business outcomes. Top insights. * Tinuiti's Meta Creative Health Dashboard connects Creative Fatigue and Creative Diversification signals with spend, performance, formats and placements. * The dashboard estimates media investment exposed to fatigued ad sets and calculates potential ROAS gaps against Tinuiti's performance baselines. * Creative diversification is becoming more important as automated advertising systems rely increasingly on creative signals to influence campaign delivery. * API-based alerts are designed to help media buyers and creative teams identify deteriorating ad sets before performance problems become more costly. * The launch illustrates a broader shift toward treating creative as measurable media infrastructure rather than a separate production function.