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    Use cases for MCP tools

    Table of Contents

    Overview Target personas 1. Inventory and media planning Core Advanced: skills and automation 2. Deal management Core Advanced: skills and automation 3. Campaign management Core Advanced: skills and automation 4. Reporting Core Advanced: skills and automation 5. Deal troubleshooting Core Advanced: skills and automation

    Overview

    This page catalogs concrete use cases enabled by the Maestro MCP (Model Context Protocol) toolset. The use cases are organized across five key areas of the co-pilot workflow, with two levels of implementation:

    • Core use cases: cover straightforward, single-step interactions. These represent what you can accomplish directly with MCP tools.
    • Advanced use cases: extend these patterns into multi-step workflows. They combine tools into reusable skills, automated processes, and integrations with platforms like Slack, email, and Confluence.

    Target personas

    The following personas represent the primary users of the use cases:

    • Account manager: Client-facing reporting, deal audits, and media planning support.
    • Head of trading: Portfolio monitoring, performance comparison, and scaling oversight.
    • Trader: Day-to-day campaign operations, deal setup, and troubleshooting.

    1. Inventory and media planning

    These use cases support the Media Planner agent, helping traders size opportunities, find the right targeting, and validate inventory before committing to a deal.

    Core

    Use case Persona Tools used
    Check CTV inventory availability: What is the CTV volume in the US, pre-roll, large player, non-skippable? Trader get-inventory-avails, search-video-ad-break-types, search-video-player-size-buckets, search-ctv-categories
    Compare available inventory by maximum video ad duration. Trader search-video-max-ad-duration-buckets
    Compare campaign budget estimates across currencies for multinational planning. Account manager search-currencies
    Compare inventory availability by DMA and US state for regional planning. Head of trading search-dmas, search-states, get-inventory-avails
    Compare inventory across geo targets: Run multiple avails calls with different country/region/city to size opportunities per market and recommend budget allocation. Head of trading get-inventory-avails, search-countries, search-regions, search-cities
    Estimate inventory volume before creating a deal: How many bid requests are available for Display, France, Mobile Web, with 70%+ viewability? Trader get-inventory-avails, search-countries, search-inventory-types, search-platforms
    Evaluate supply-path quality options before activating inventory. Trader search-spo-targeting, search-sco-node-buckets
    Explore available OTT inventory and distributors for a CTV campaign. Trader search-ctv-ott, search-ctv-distributors, search-ctv-networks, search-ctv-channels
    Explore available publishers for an RFP: Which Equativ publishers are available in the UK for in-stream video? Account manager, Trader search-publishers, get-inventory-avails, search-impression-types, search-video-placement-types
    Find audience and contextual segments for a brief: Find audience segments for 'luxury automotive' and semantic segments for 'sustainability'. Trader search-audience-segments, search-semantic-segments, search-domain-app-category-segments, search-content-metadata-segments
    Identify available identity providers for cookieless targeting strategies. Trader search-identity-providers
    Resolve and review a predefined site list before targeting activation. Trader get-site-list
    Find existing advertisers before campaign setup: Search available advertisers to avoid duplicate advertiser creation. Trader list-advertisers

    Advanced: skills and automation

    Use case Persona How it works
    Automated RFP response generator: Client sends an RFP spreadsheet, the skill maps each line item to Equativ inventory, checks availability, and generates a formatted proposal. Account manager Skill chains: file parsing + search-publishers + search-countries + get-inventory-avails + export to document
    Cookieless readiness assessment: Estimates what percentage of a client's target inventory is cookieless-ready, broken down by market and format. Head of trading Skill runs get-inventory-avails with isCookieless=true vs. total, produces a readiness scorecard
    Email-to-media-plan skill: Forwards a client brief email, extracts targeting requirements, runs inventory checks, and generates a structured media plan. Account manager, Trader Skill chains: email parsing + search-* tools + get-inventory-avails (multiple calls) + document generation
    Green inventory scoring: Automatically compares green PMP inventory versus standard inventory across all target markets and formats, and outputs a sustainability readiness report. Account manager, Head of trading Skill runs get-inventory-avails with isGreenPmp=true vs. false for each geo/format combo, computes ratios
    Inventory monitoring alert: A scheduled agent runs daily, checks inventory levels for key targeting combinations, and sends a Slack alert if volume drops below a threshold. Head of trading Scheduled agent + get-inventory-avails + Slack notification

    2. Deal management

    These use cases support the Campaign Manager and Media Planner agents—creating, configuring, auditing, and managing deals.

    Core

    Use case Persona Tools used
    Audit deal targeting configuration: What publishers, segments, and geo are set on this deal? Account manager, Trader get-deal, get-deal-resources
    Audit historical changes made to a deal before escalation or renewal. Account manager get-deal-changelog
    Build a meta deal from existing deals: Group child deals into a single parent deal. Account manager, Trader search-deals, create-deal (with childrenDealIds)
    Configure budget caps and pacing limits on a deal. Trader create-deal-budget, update-deal-budget, get-deal-budgets
    Create a curated deal end-to-end: Set up a deal with geo targeting, segments, SPO premium, and margins in one shot. Trader create-deal, search-publishers, search-semantic-segments, search-spo-targeting, search-countries
    Find all deals for a buyer or partner: Show me all active deals for Havas. Account manager, Head of trading search-buyers, search-deals, search-partners
    Identify the correct business entity for deal creation: Determine which regional Equativ business entity should own a deal before setup. Trader, Account manager search-business-entities
    Review DSP availability linked to a deal opportunity. Trader search-dsps, get-deal-resources
    Update deal parameters: Adjust price, dates, targeting, or pause/activate a deal. Trader update-deal, search-semantic-segments
    Validate available inventory before activating a deal. Trader get-deal-avails

    Advanced: skills and automation

    Use case Persona How it works
    Bulk deal creation from spreadsheet: Agent validates rows against available inventory and creates all deals in batch. Trader, Account manager Skill chains: file parsing + search-buyers + get-inventory-avails (validation) + batch create-deal
    Deal cloning across markets: Clone a deal for multiple new countries. Trader Skill chains: get-deal + get-deal-resources + loop of create-deal with different countryCodes
    Deal portfolio overlap detection: Review active deals for a partner, identify overlapping targeting, and recommend consolidation. Head of trading Skill chains: search-deals + get-deal-resources for each + overlap analysis + recommendation
    Deal renewal automation: A scheduled agent identifies deals ending within 7 days and posts a Slack summary recommending actions. Account manager, Head of trading Scheduled agent + search-deals + get-deal-metrics + get-deal-pacing + Slack notification
    Deal setup validation skill: Automatically validates avails, segment combinations, pricing, and buyer status before activation. Trader Skill chains: get-deal + get-deal-avails + get-inventory-avails (benchmark) + validation rules
    Multi-market deal routing: Automatically assign deal ownership to the correct regional business entity based on buyer geography and operational scope. Head of trading Skill chains: search-business-entities + search-buyers + create-deal

    3. Campaign management

    These use cases support the Campaign Manager agent—setting up, adjusting, and monitoring campaign structures.

    Core

    Use case Persona Tools used
    Adjust campaign budget or pacing mid-flight: Switch from even to ASAP pacing and increase the daily budget cap when under-delivering. Trader update-campaign-budget
    Audit campaign modification history before troubleshooting delivery changes. Trader get-campaign-changelog
    Audit historical line item changes during optimization cycles. Trader get-line-item-changelog
    Check campaign pacing against targets: Are my 15 active campaigns on track to fully deliver their budgets by the end date? Trader, Head of trading get-campaign-pacing
    Diagnose line item funnel performance and drop-off points. Trader get-line-item-troubleshooting
    Modify targeting or pacing settings on an existing line item. Trader update-line-item
    Review available inventory volume for a line item targeting configuration. Trader get-line-item-avails
    Review campaign configuration, goals, and advertiser setup before optimization changes. Trader get-campaign
    Review campaign performance metrics across active campaigns. Head of trading get-campaign-metrics, list-campaigns
    Review line item delivery breakdown: Compare spend, impressions, and CTR across line items within a campaign to identify top performers. Trader list-line-items, get-line-item-delivery, get-line-item-pacing
    Review line item performance metrics across a campaign structure. Trader get-line-item-metrics
    Set up a full campaign with line items: Create an advertiser, define campaign budget and goals, then add line items with geo and format splits plus creatives. Trader create-advertiser, create-campaign, create-line-item, create-creative
    Update campaign goals and frequency capping: Add a 70% viewability goal and reduce frequency capping to 3 impressions per hour. Trader update-campaign
    Validate supported banner dimensions before creative upload. Trader get-creative-banner-sizes
    Verify which creatives are attached before campaign launch. Trader list-creatives
    Adjust line item budget allocation mid-flight: Increase or decrease budget for individual line items without modifying campaign-level budgets. Trader update-line-item-budget

    Advanced: skills and automation

    Use case Persona How it works
    A/B testing setup: Create parallel line items with different targeting strategies (for example, semantic vs. audience segments, or SPO premium vs. standard) to determine which delivers better KPIs. Trader Skill creates multiple create-line-item variants under the same campaign with controlled differences
    Automated budget reallocation: A scheduled agent monitors pacing across all campaign line items and reallocates budget from underperforming to outperforming line items based on configurable rules (CTR, viewability, and spend pace). Trader, Head of trading Scheduled agent + get-line-item-pacing + get-line-item-metrics + update-line-item-budget
    Campaign launch checklist: A pre-launch validation step that verifies all line items have creatives attached, budgets sum correctly, dates fall within the campaign range, goals are set, frequency capping is configured, and targeting meets availability thresholds. Trader Skill chains: get-campaign + list-line-items + list-creatives + get-inventory-avails + validation rules
    Conversational campaign management via Slack: Traders send messages such as 'pause line item 12345' or 'increase daily budget on campaign 67890 to $500,' and an agent interprets the commands and executes updates via MCP tools. Trader Slack integration + NLU + update-campaign-budget / update-line-item / update-campaign
    Media plan to campaign in one click: Automatically generate a full campaign structure from a validated media plan (spreadsheet or structured brief), including advertiser setup, campaign creation, line items with geo and format splits, budget allocation, goals, and creative uploads. Trader Skill chains: brief parsing + list-advertisers/create-advertiser + create-campaign + loop of create-line-item + create-creative

    4. Reporting

    These use cases help the Reporting Analyst agent generate insights, compare performance, and create client-facing reports.

    Core

    Use case Persona Tools used
    Daily delivery monitoring: Receive a morning snapshot of delivery data across all active campaigns to identify issues early. Head of trading get-campaign-delivery
    Discover available values for report filtering before building a dashboard. Any get-filter-suggestions
    Discover report dimensions and metrics: Identify available fields for breakdown and view video-specific metrics. Any get-dimensions, get-fields-category, get-metrics
    Get deal-level KPIs for a client review: Pull metrics including impressions, spend, viewability, and completion rate for specific deals from the last 30 days. Account manager get-deal-metrics
    Run an instant performance report: Request impressions, spend, and CTR by deal for the last 7 days. Account manager, Trader run-instant-report
    Week-over-week performance comparison: Compare this week's spend and impressions against last week, broken down by advertiser, to identify growing accounts. Head of trading run-compare-report

    Advanced: skills and automation

    Use case Persona How it works
    Anomaly detection and alerting: A scheduled agent compares daily metrics to a 7-day rolling average. If impressions, spend, or CTR deviate by more than 20%, it sends a Slack alert with the anomaly details and likely cause. Head of trading Scheduled agent, run-instant-report (daily vs. 7-day), deviation calculation, Slack alert
    Cross-deal benchmarking: Compare a client's deal performance (CTR, viewability, win rate) against the portfolio average to identify optimization opportunities and support pricing recommendations. Account manager, Head of trading Skill chains: get-deal-metrics (client deals), run-instant-report (portfolio-wide), benchmark analysis
    Post-campaign wrap-up report: Automatically generate a summary when a campaign ends, including goal achievement rates, best and worst performing line items, week-over-week trends, and recommendations for the next flight. Account manager, Trader Skill chains: get-campaign, get-campaign-metrics, list-line-items, get-line-item-metrics, run-compare-report, document generation
    QBR preparation package: Prepare a full Quarterly Business Review for a client, including deal inventory, performance trends, top and bottom performers, pacing health, and strategic recommendations in a slide-ready document. Account manager Skill chains: search-deals, get-deal-metrics, run-compare-report, get-deal-pacing, document generation
    Scheduled weekly client report: Every Monday at 9 a.m., an agent generates a performance report for a client's deals or campaigns, formats it, and posts it to a dedicated Slack channel or sends it via email. Account manager Scheduled agent, get-deal-metrics or run-instant-report, Slack or email delivery

    5. Deal troubleshooting

    These use cases help the Troubleshooting Expert agent diagnose delivery issues, validate setup, and resolve problems before they affect clients.

    Core

    Use case Persona Tools used
    Check if a deal has matching inventory: Verify that the deal's targeting matches available supply when there are zero bid requests. Trader get-deal-avails
    Compare deal avails vs. actual delivery: Cross-reference available bid requests with the actual funnel to pinpoint bottlenecks, such as a buyer not bidding, low prices, or rendering issues. Trader get-deal-avails, get-deal-delivery, get-deal-troubleshooting
    Diagnose delivery failure: Get the full bid funnel (bid requests, bids, eligible bids, wins, impressions) with failure reasons. Account manager, Trader get-deal-troubleshooting
    Full deal health check: Complete a diagnostic combining configuration, avails, funnel, delivery, and metrics before a client QBR. Account manager, Trader get-deal, get-deal-avails, get-deal-delivery, get-deal-metrics, get-deal-resources, get-deal-troubleshooting
    Investigate pacing issues: Determine if a deal's over-delivery or under-delivery is caused by the pacing mode or a demand spike. Trader, Head of trading get-deal-pacing, get-deal-troubleshooting

    Advanced: skills and automation

    Use case Persona How it works
    Client-facing troubleshooting report: Generate a client-friendly diagnostic that translates technical bid funnel data into business language, such as recommending a floor adjustment to improve win rates. Account manager Skill chains: get-deal-troubleshooting, get-deal, natural language translation, formatted output
    Deal SLA tracking: Compute projected delivery based on current pace. A scheduled agent alerts you if a deal risks missing its target with 5 or more days remaining. Account manager, Head of trading Scheduled agent, get-deal-pacing, get-deal-delivery, pace projection, Slack/email alert
    Proactive deal monitoring: Every morning, a scheduled agent checks all active deals, runs the bid funnel for each, flags deals with a drop-off rate above 90%, and posts a prioritized alert to Slack. Head of trading Scheduled agent, search-deals, batch get-deal-troubleshooting, Slack alert
    Root cause analysis with auto-fix suggestions: Cross-reference funnel data with deal configuration to recommend specific fixes, such as adjusting price floors, creative sizes, or geography. Account manager, Trader Skill chains: get-deal-troubleshooting, get-deal, get-deal-resources, get-inventory-avails, recommendation engine
    Troubleshooting Slack bot: Paste a deal ID in Slack to have the bot run a full health check and reply in-thread with a formatted diagnostic summary and recommended actions. Account manager, Trader Slack integration, skill chains: get-deal, get-deal-resources, get-deal-avails, get-deal-troubleshooting, get-deal-metrics

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