Model Context Protocol (MCP)
In practice, for a UK buyer
The paragraph above is the neutral answer. This is the part a vendor glossary leaves out.
We are named after it, and the name is not the moat — Amazon and other advertising platforms already expose MCP capabilities, and an MCP server alone differentiates nothing. What is unusual here is that the agent transport and the browser exercise the same REST routes, the same tenant boundary, the same wallet gates and the same approval records, so there is no second execution path with weaker rules. The stronger guarantee is what is absent: eleven consequential operations have no agent tool at all, including approval resolution, mandate revocation and issuing a spend grant. An agent prepares and proposes; a named human authorises money. Access today is a self-hosted, single-tenant deployment behind a bearer token — there is no public connector.
Goes deeper: The 76 tools, and the 11 that do not exist
What this one connects to
Most confusion in media buying comes from two adjacent terms being used interchangeably, so these are the neighbours worth reading next.
Evidence ledger
A six-level grading of how far each supplier integration has actually been proved: sandbox-only, stub, client-built, contract-tested, spend-tested, report-verified. Deliberately not inferred from the presence of code or credentials.
Persona compiler
The deterministic stage that turns one described audience into each channel's native targeting specification — segment identifiers, attribute combinations, show allowlists, venue packs, keyword seeds — together with a fidelity score and a lawful-basis manifest.
More on adbuymcp's own vocabulary
Six terms we either invented or use more strictly than the category does. Defined here so nobody has to guess.
45 minutes. Bring a real brief and we compile it live. You describe one audience and watch it compile into seven targeting specifications, each with the score for how much of the definition survived.
Talk it through