Tags: Model Context Protocol

Last week, the Google Ads team presented Google Ads MCP. For me personally, it was one of the most anticipated updates of this autumn (yes, there have been unofficial MCPs for Google Ads for quite some time, but the official one is still the official one — and it marks the real move of Google’s team in this direction). This news quickly spread across news groups and chats — both among those working with advertising and within analytics communities. However, apart from the announcement itself, I haven’t seen a single example of practical use.

Although ChatGPT appeared less than three years ago, it has already significantly changed how we behave online. More precisely, not only ChatGPT, but LLMs in general: Gemini and Claude, of course, have also contributed greatly to this shift in behavior. And I believe that the market hasn’t yet fully appreciated the contribution of Anthropic (the developers of Claude). After all, they were the ones who came up with the Model Context Protocol (MCP), which we’ll be discussing today.