MCP. Take note of this acronym. You’re going to be seeing it a lot. If you li...
By Sreenath Reddy · February 5, 2026 · Curated by George's Blog
MCP.
Take note of this acronym.
You’re going to be seeing it a lot.
If you live in the AI dev world, you can skip this post.
MCP stands for Model Context Protocol.
As AI agents evolved, a core challenge emerged:
how do they connect to data that lives outside their universe—your calendar, task list, sales data, ad spend, revenue numbers etc.
The answer used to be painful.
You had to write custom connections for everything.
The story goes that someone at Anthropic got frustrated, created a standard protocol, and open-sourced it in November 2024.
It has since become an industry standard.
There are two main components to it:
Dev teams can expose data and resources via an MCP server
Or they can build MCP clients that communicate with MCP servers.
A simple (maybe simplistic) way to think about MCP is this:
MCP is the equivalent of API in the AI world.
APIs allowed systems to communicate in standardized ways.
MCP allows agents to interact with systems in standardized ways.
Amazon Ads just launched their MCP in open beta.
Ad management actions—like creating campaigns and changing budgets—are now possible using conversational prompts.
Expect a lot of action around this in the near future.
#amazonadvertising #genai #MCP