Understanding MCP, The ‘Universal Adapter’ For AI In Advertising

If there are two things ad tech isn’t short on, it’s acronyms and, more recently, AI product demos. But MCP – short for Model Context Protocol – is more than another TLA (sorry, three-letter acronym) or AI buzzword. Metaphorically speaking, it’s plumbing for AI: the piping that lets large language models connect to other software […] The post Understanding MCP, The ‘Universal Adapter’ For AI In Advertising appeared first on AdExchanger.

Last updated Mar 9, 2026 by ATDb automated enrichment