MCP (Model Context Protocol) is a wire format that defines how an LLM-powered app discovers and calls external capabilities. Instead of writing a custom integration for every tool, you wrap each tool as an MCP server, and any compliant client can use it.
For agencies, the relevance is consolidation: one protocol means the AI tools your team uses can plug into the same set of internal systems — DAMs, project management, analytics — without repeated integration work.
It is still early. The ecosystem is young, the security model is being figured out, and many vendors have not adopted it yet. But for agencies betting on AI for the long term, MCP is the integration layer to watch.