Glossary
MCP (Model Context Protocol)
An open protocol originated by Anthropic that standardizes how AI applications and agents connect to external tools, data sources, and other agents, serving as the substrate that AdCP and other agent-to-agent advertising standards build on.
More in ai and conversational advertising
How buying, selling and measurement work when the surface is a conversation.
- AdCP (Advertising Context Protocol)
- Agent-to-Agent Attribution (A2A attribution)
- Agentic advertising
- Agentic conversion
- AI ad network
- AI DSP (AI demand-side platform)
- AI media
- AI open web
- AI publisher
- AI share of voice (AI SOV)
- AI SSP (AI supply-side platform)
- AI walled gardens
- Answer insertion
- Artificial intelligence (AI)
- Branded agent
- ChatGPT Ads
- Citation bidding
- Conversational ads
- Conversational frequency cap
- GEO / AEO (Generative engine optimization / Answer engine optimization)
- Hallucination liability
- Intent density
- Machine learning
- Post-click ad economy
- Prompt inventory
- Sponsored follow-up
- Sponsored intelligence (SI)
- Sponsored prompt
- Synthetic audience
- Trust graph