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The Madison Avenue Field GuideA field guide to marketing & advertising, by Brandon Mina

GlossaryAI Search & EmergingModel Context Protocol (MCP)

AI Search & Emerging

Model Context Protocol (MCP)

An open standard introduced by Anthropic in 2024 that lets AI models connect to external tools, data, and apps through a common interface.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Model Context Protocol (MCP) is an open standard introduced by Anthropic in 2024 that lets AI models connect to external tools, data sources, and applications through a common interface. Instead of building custom integrations for each model, developers expose capabilities through an MCP server. It has become a widely used foundation for AI agents.