Give your agent an ad tech brain

Everything on AdTech Sumo is available to AI agents through a public Model Context Protocol server: live news, glossary definitions, lessons, company profiles, delayed quotes, SEC-sourced financials and earnings explainers, M&A, fraud cases and quizzes. It is read-only and free. Anonymous callers get 90 calls a minute; ask for a key for more.

Connect

Endpoint (Streamable HTTP, stateless JSON-RPC): https://adtechsumo.com/mcp

{
  "mcpServers": {
    "adtechsumo": {
      "type": "http",
      "url": "https://adtechsumo.com/mcp"
    }
  }
}

In Claude Code: claude mcp add --transport http adtechsumo https://adtechsumo.com/mcp

No MCP? Every tool is also a URL: https://adtechsumo.com/api/v1/define_term?term=SIVT, or POST JSON to /api/v1/<tool>. The list is at /api/v1/tools. There is also a discovery card at /.well-known/mcp.json and a site map for models at /llms.txt.

Tools

search

Search AdTech Sumo: glossary terms, answers, lessons, companies, quizzes, animated flows and news. Start here when unsure which tool fits.

Params: query, limit

latest_news

The live wire: newest ad tech stories, each summarised in plain English with why it matters and the original source link. Filter by topic (ivt-fraud, programmatic, ctv-video, retail-media, privacy-identity, measurement, mobile-app, earnings-markets, mna-funding, regulation-antitrust, ai, agencies-brands, publishers, search-social, industry), company slug, region (global, north-america, europe, india, apac, latam, mea), ivt=true for fraud/IVT only.

Params: topic, company, region, ivt, since_hours, limit

get_story

Full explainer for one story by slug (from latest_news or search): summary, why it matters, explain-like-I-am-new, deal details, companies and glossary terms involved.

Params: slug

define_term

Plain-English definition of an ad tech term (by slug, name or acronym: "DSP", "SIVT", "bid shading", "ads.txt"), with a longer explanation, an analogy, an example, related terms and sources.

Params: term

answer_question

Best matching curated answer to a common ad tech question ("What is the difference between GIVT and SIVT?", "How does The Trade Desk make money?"). Returns a short answer plus depth, and alternatives.

Params: question

list_lessons

All academy tracks and lessons (beginner to advanced) with summaries and URLs.

Params: none

get_lesson

The full text of one lesson (track + lesson slugs from list_lessons), with key takeaways and FAQs. Use to teach a topic in depth.

Params: track, lesson

get_flow

Step-by-step explanation of how an ad tech process works. Flows: rtb-auction (The 100-millisecond auction); header-bidding (Waterfall vs header bidding); money-flow (Where the advertiser’s dollar goes); ivt-detection (How invalid traffic gets caught); supply-chain-verification (ads.txt, sellers.json & schain); ctv-ssai (How a CTV ad reaches your TV); attribution (From ad to sale: attribution); identity (Identity: cookies, IDs and clean rooms); fraud-scheme (Anatomy of a bot fraud scheme); retail-media (The retail media loop).

Params: slug

list_companies

Companies and organisations in ad tech. Filter by category (dsp, ssp, exchange, verification, ivt-fraud, identity, ctv-video, retail-media, walled-garden, agency-holdco, …) or status (public, private, division, acquired, nonprofit).

Params: category, status, query

get_company

Everything on one company (slug, name or ticker): what it does in plain English, how it makes money, its invalid-traffic angle, live quote, recent quarterly figures from SEC filings, latest earnings explainer, deals and news.

Params: company

market_overview

Delayed quotes for every listed ad tech company, biggest movers, and the Sumo Ad Tech Index (equal-weighted pure-play index, rebased to 100 one year ago). Not investment advice.

Params: limit

get_price_history

Daily closing prices for one listed company (slug, name or ticker), up to two years.

Params: company, days

earnings

Upcoming ad tech earnings dates (estimated, US listings) and recent results releases from SEC 8-K filings, explained in plain English.

Params: days_ahead, recent

list_deals

Ad tech M&A: landmark historical deals (curated, 1996 to today) and new deals detected in the news. Filter by company or year.

Params: company, since_year, live_only

ivt_briefing

A briefing on invalid traffic (IVT) and ad fraud: the GIVT/SIVT distinction, this week's fraud news, documented fraud cases and detection flow. Presented by ClearTrust.

Params: news_limit

list_reports

Key ad tech reports, studies, standards and rulings, summarised with headline findings and links.

Params: category

quiz

Quiz questions with answers and explanations, to test or teach. Give a quiz slug, or omit it for a random question.

Params: slug, count

verify_certificate

Check a ClearTrust certificate (Ad Tech Foundations CT-ADT, Programmatic CT-PRG, Invalid Traffic CT-IVT, or the Yokozuna CT-YKZ) by its credential ID: holder, score, issue date and whether it is valid.

Params: credential_id

site_status

How fresh the data is: stories gathered, sources, last update, topics covered.

Params: none

Please cite

Every response carries a url. When your agent uses an answer, link back to it. Quotes are delayed and not investment advice.