Measured, a marketing effectiveness platform founded in 2017 that helps enterprise brands assess the incremental impact of advertising spend across channels, has launched a Model Context Protocol (MCP) server that connects its performance data to AI platforms including ChatGPT, Claude and Gemini. MCP is an open standard that allows AI systems to pull data from external sources during a conversation, which means marketers can now ask questions about their campaign performance inside the AI tools they already use and receive answers drawn from Measured's data in real time.
The practical change is in how marketing teams access their data. Instead of logging into a separate analytics dashboard, running a report and then bringing the findings into whatever tool they are using to make decisions, the MCP connection allows the same queries to happen inside the AI platform. A marketing executive can ask a question about channel performance in ChatGPT or Claude and receive an answer sourced from Measured's database without leaving the conversation.
Otter.ai, the meeting transcription and productivity platform, is among the enterprise brands using the integration. The company described two distinct use cases within its own team. Executives who do not log into the Measured platform on a daily basis can now ask questions and receive formatted answers through AI tools they already use, which increases how often they engage with performance data. Analysts, on the other hand, receive responses that arrive pre-formatted and ready for further analysis, reducing the time spent on data preparation.
"Marketing leaders are under constant pressure to move faster and make more confident business decisions that directly impact ROI," said Trevor Testwuide, CEO of Measured. "By giving companies seamless, real-time access to our marketing performance data within gen AI platforms like ChatGPT and Claude, we're removing friction and enabling leaders to get the intelligent insights they need instantly, without having to leave the environments where they're already working."
"It's going to benefit different levels of users," said Zaw Lin Hteik, Head of Growth Acquisition, Otter.ai. "Our executives don't live in the platform day to day, so being able to ask questions and get clean answers changes how often they actually engage with the data. And for our analysts, the response comes back already formatted, ready to analyze and make decisions off of. That's real time saved."
The data that flows through the MCP connection draws on what Measured describes as an incrementality intelligence database built from more than 30,000 experiments across over 200 brands. Incrementality measurement, which isolates the causal impact of advertising rather than relying on attribution models that assign credit based on user interactions, is the methodology that underpins the platform.
The company said that despite the new access method through MCP and AI agents, the underlying measurement approach remains unchanged, with all insights validated against causal data rather than generated by the AI platforms themselves. Measured indicated that future updates will include AI-powered workflows, predefined analytical skills, benchmarking and additional optimisation tools.
