Unveiled at OX9 in Chicago, the capabilities — including the Agentic Audience Builder and Omeda MCP — are built on a shared premise: your AI is only as powerful as the data beneath it
CHICAGO, April 30, 2025 — Omeda, the audience management platform built for media and publishing companies, announced a new suite of agentic AI capabilities and a Model Context Protocol (MCP) layer at OX9, its annual Omeda Idea Exchange conference in Chicago. The announcements represent Omeda’s most significant product push into AI-powered audience management to date — and they’re built on a foundation most AI tools are missing.
Most AI starts at the top. Omeda’s starts at the foundation.
The company’s approach to AI is grounded in a simple argument: better inputs produce better intelligence, and better intelligence drives better outcomes. The Omeda Audience Intelligence — built on a unified “ground truth” data structure spanning products, behaviors, benchmarks, subscriptions, promotions, and engagement — is the foundation that makes the AI actually work. Not just generate outputs. Drive outcomes.
“Every media company is being told to get serious about AI,” said James Capo, CEO of Omeda. “The question isn’t whether to adopt it — it’s whether the AI you’re deploying actually knows your audience. Ours does. We’ve spent years building the most complete audience data foundation in media, and now we’re putting that foundation to work in ways that change how teams operate day to day.”
Agentic Audience Builder: Any Segment, In Plain English
Building an audience in Omeda has always started with the platform’s deep attribute library — behavioral signals, email engagement, web activity, subscription history, and more. The new Agentic Audience Builder keeps all of that depth intact and removes the friction of getting to it.
Users describe the audience they want in plain language. The platform searches available attributes automatically and populates the query — surfacing fields the user may not have known to look for, including behavioral, email, web, and subscription data from Omeda’s unified first-party data set. What used to require platform training and trial-and-error now takes minutes from a blank screen.
For audience managers, it’s faster, more complete targeting. For newer team members, it’s a day-one capability that doesn’t require a training session. For teams managing multiple brands and campaigns simultaneously, it’s fewer bottlenecks between “I need an audience” and a campaign that goes out the door.
Agentic Audience Builder will be available in June.
Omeda MCP: Your AI + Omeda = Insights. Analysis. Activation.
The most significant announcement at OX9 wasn’t a single feature. It was a new architecture for how AI connects to audience intelligence.
Omeda MCP is a standards-based integration built on the Model Context Protocol — a shared language that lets AI agents connect to any platform without building a custom bridge. It links the AI tools publishers already use (including ChatGPT, Claude, Gemini, and others) directly to Omeda’s live audience data, securely without data exports, manual handoffs, or separate tooling. The result is an open platform where media companies can bring their own AI innovation and leverage Omeda’s, at the same time.
This isn’t a read-only connection. Omeda MCP enables AI-driven activation. This means the AI can not only surface insights from your audience data, but trigger real actions through Omeda’s platform capabilities. Segment creation, campaign execution, subscriber interventions — the AI can drive the work, not just describe it.
It’s the difference between AI that produces outputs and AI that drives outcomes. Three use cases demonstrated at OX9 show what that looks like in practice:
Use Case 01 — Email Strategy
The CEO preparing for a board meeting:
“I need to know if email is a growing asset or a slowing liability — and what it means for the business. I don’t want a report. I want a conversation I can lead.”
Use Case 02 — Audience Insights for Sales
The account executive with a warm lead:
“I want to show them we know their audience and why our newsletter is the right place for their message. I need the right pitch, right now.”
Use Case 03 — Campaign Analysis & Activation
The email marketing manager planning the next campaign:
“I need to know what actually worked before I plan the next campaign. I want to understand what drove engagement, where the list is showing fatigue, and I want the next campaign built and ready to go.”
Each scenario moves from a plain-language question to a usable answer in seconds — because the AI has direct access to the audience intelligence behind it.
Enterprise-grade security, privacy, and compliance controls are built into the Omeda MCP from the ground up. Role-based access, audit logging, and data governance guardrails ensure AI operates within the boundaries organizations define. Publishers get the intelligence without trading away control over their most valuable asset: their first-party audience data.
Omeda’s MCP releases are set to begin rolling out in Q3.
The Path Forward
Omeda’s vision for AI operates across four dimensions: AI for efficiencies, AI for intelligence, AI for co-innovation, and AI for connections. The capabilities announced at OX9 are the first major step in that roadmap — and they’re designed to grow more powerful as the audience data beneath them grows richer.
Your audience is still your greatest asset. Omeda AI unlocks it, scales it, and puts it to work.
What’s Next
Already an Omeda client? Reach out to your Client Success Manager to see what’s available in your account today and get a first look at what’s on the horizon.
Not yet an Omeda customer? Book a demo to see how these capabilities could work for your audience program.
