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Platforms

MCP server

An MCP server is a program that publishes a list of actions an AI client can call, each with a name, a description and a JSON schema. Remote servers are reached by URL and OAuth; local ones are packages you install and run yourself.

The server is the half of MCP that does the work. When a client connects, it returns a list of tools — each with a plain-English description the model reads like a menu — and optionally resources (documents addressable by URI) and prompts (reusable templates). In practice almost every marketing-relevant server is a list of tools and nothing else.

The distinction that decides whether a server is usable at all is remote versus local. A remote server runs on the vendor’s infrastructure: you paste an HTTPS URL, sign in with OAuth, and it works from any device with the grant revocable from your assistant’s settings. A local server is a package installed on one machine, usually with a long-lived API key in a plain JSON config file, and it works only there.

The scale is larger than most write-ups suggest and less useful than it sounds. Counted from the official registry on September 14, 2026, there were 31,793 distinct servers; 19,332 published a remote endpoint and 12,461 were local-only packages. A registry entry is a published manifest, not a maintained product.

Almost every MCP server is a wrapper around an API that already existed. What the wrapper adds is self-description, so a model that has never seen the system can decide to use it — which is why the useful question is never “MCP or API” but “does something need to choose at runtime”.

Related
  • The best MCP servers for marketers →
  • Google Ads over MCP →

See also

  • MCP (Model Context Protocol)

    The Model Context Protocol is an open standard that lets an AI assistant discover and call tools in other software at runtime. Published by Anthropic on November 25, 2024 and now maintained in the open.

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