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Glossary · Measurement

What is MCP?

Also known as Model Context Protocol.

Definition

MCP (Model Context Protocol) is an open standard for connecting AI assistants to external tools and data. An MCP server exposes a set of tools that a client such as ChatGPT, Claude or Cursor can call. In advertising, an MCP server lets an assistant read ad account data and, if permitted, take campaign actions in plain language.

What to know

The security model matters more than the tool count. A server that can write to a live ad account should preview each change and require explicit confirmation, and campaigns it creates should start paused.

Connection is normally OAuth, so a well-built ad MCP does not require you to register a developer app or mint API tokens by hand.

Related terms

ROASROAS (return on ad spend) is the revenue generated by advertising divided by the amount spent on it. A campaig...Blended ROASBlended ROAS is total revenue from all sources divided by total advertising spend across all platforms. It is ...

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