MCP (Model Context Protocol)

MCP is an open protocol that lets an AI assistant connect to tools and data. For agencies it is the way an assistant reads, and sometimes changes, an ad account.

Stock photos and example labels, not customers.

Definition

MCP is an open protocol that lets an AI assistant connect to tools and data. For agencies it is the way an assistant reads, and sometimes changes, an ad account.

How to use it

An MCP server exposes a set of actions. What matters is which actions: reading is low risk, while anything that changes a budget or a status needs approval, a preview and a read-back.

Ask of every connector whether writing can be turned off, whether changes need a named approver, and whether there is a log you can export.