# Model Context Protocol (MCP)

An open protocol for connecting AI applications with tools and data sources.

An open protocol for connecting AI applications with tools and data sources.

## An example

An assistant uses an authorized tool to retrieve product availability.

## Why it matters

MCP is not an advertising marketplace or permission to act. Tools still need access controls and clear contracts.

## Reference

[Model Context Protocol documentation](https://modelcontextprotocol.io/docs/getting-started/intro).


## Related terms
- [Ad Context Protocol (AdCP)](https://jolts.xyz/resources/glossary/adcp)
- [Agentic advertising](https://jolts.xyz/resources/glossary/agentic-advertising)
- [Application programming interface (API)](https://jolts.xyz/resources/glossary/application-programming-interface)

## Next step

[Explore advertising](https://jolts.xyz/advertisers) or [monetize your AI app](https://jolts.xyz/publishers).