How Elcano uses Adverity Connect MCP to power intelligent programmatic activation
Industry
Technology
Sub-vertical
AdTech & Media Technology
Company size
Medium
Region
North America
Key results achieved by Elcano
25% reduction in infrastructure costs
after consolidating management layers and de-duplicating datastreams
Reliable AI agent activation at scale
enabled by Adverity Connect MCP server
Superior insights and client revenue forecasting capabilities
with to instant access to higher quality data
Challenges
Eliminating data barriers to fuel agentic workflows
Elcano is an AdTech business specializing in AI-driven performance optimization of programmatic advertising campaigns. The firm pioneers supply-side curation through intelligent agents, including their lead agent Victoria, that automates campaign activation, management, and performance optimizations.
Granular data and agentic workflows are key to Elcano’s success. The team works with a wide range of data sources to deliver results across programmatic channels including display, online video, CTV and more.
Prior to partnering with Adverity, infrastructure redundancies hindered the team's ability to efficiently access their own data. Harmonizing these massive datasets created choke points with high-value technical resources, as the team was restricted by complex workarounds required for downstream activation.
Elcano chose Adverity as a scalable data partner to serve as the data foundation for its AI agent workflows. As an early adopter of Adverity Connect’s Model Context Protocol (MCP), Elcano now provides its engineers with direct access to harmonized data, enabling them to shift their focus from backend maintenance to downstream activation and agent innovation.
"Before Adverity, our teams were becoming bogged down by manual ETL processes and duplicate datastreams. We needed a solution that would empower us to move beyond infrastructure management and focus on high-impact, strategic activation that drives our business forward."
Chief Technology Officer, Elcano
Adverity's impact
Powering intelligent activation with grounded, actionable data
With direct access to harmonized data, Elcano layers advanced AI agents on top of Adverity to automate sophisticated ad tech trading and improve forecasting accuracy.
The Connect MCP server eliminates middle management layers between data warehouse and intelligent outcomes, ensuring higher quality data with less hands-on engineering maintenance. This empowers both Elcano’s teams and its agents with direct data access while ensuring its AI-driven insights remain accurate and consistent for clients.
High-impact alerts immediately flag misconfigured deals or sudden shifts in campaign spend, while agents proactively recommend optimizations based on real-time inputs such as device or domain-based signals, and even weather trigger-driven demand.
These outcomes are possible because Elcano invested in a scalable data foundation. Smart pipeline automation helped the team cut unnecessary cloud costs, eliminate redundant data infrastructure, and consolidate workflows into a single point, reducing overall infrastructure overhead by over 25%.
With Connect MCP, every automated action is backed by a solid data foundation that is designed to deliver a competitive edge for Elcano’s clients.
Visit Elcano here, or reach out to marketing@elcanotek.com to learn how Elcano is leading AI-driven supply-side optimization through curation.
"We built Elcano to push the boundaries of what's possible in programmatic. Adverity's MCP gave us the clean, harmonized data foundation to do exactly that by eliminating the overhead that was slowing us down and giving intelligent agents like Victoria the reliable inputs needed to deliver insights with confidence."
Chief Technology Officer, Elcano
Product Highlight
Activating programmatic intelligence at scale with MCP
Connect MCP allows you to manage workflows in Adverity directly from AI tools such as Claude, ChatGPT, and Gemini. Grant agents access to complete complex workflows and end-to-end tasks, with human-in-the-loop guardrails to ensure correct actions are taken.
Elcano utilizes the MCP to connect their AI agents to data ingested by Adverity Connect. By using this high-quality foundation to access their data, the team replaced complex manual workarounds, such as duplicating datastreams, with scalable activation.
Adverity's direct integrations with leading industry platforms, including major SSPs and DSPs, is a cornerstone of Elcano’s architecture. This seamless connectivity enables comprehensive data harmonization and cleansing, providing intelligent agents like Victoria with the clean, reliable data essential for its advanced analysis and decision-making. Connect MCP eliminates silos between systems and agents to ensure a single source of truth and empower agents to deliver superior performance across the entire programmatic ecosystem.
Find out more about how Adverity can help you today.
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