Connector
A connector is a service that lists an ad platform's actions for AI software.
Connectors follow the Model Context Protocol (MCP), a public specification for listing and calling tools, so platform documents call one an MCP server. An official connector is the platform's own.
An agent can do only what its connector's tools exist for and what its login allows, and the MCP specification lets a connector show only the tools that a login's permissions allow. Some platforms may offer read access only and keep changes inside their own assistant, as Google does.
Use the platform's official connector where one exists, and a vendor's only for work no official connector covers, such as several retail media networks at once. A vendor's connector adds a company that holds your login.
Example
As of October 20, 2026, Meta's connector, in open beta, creates and edits campaigns, ad sets, and ads. Google's connector only reads. It searches metrics, budgets, and status, and lists accounts, with no bids, no pausing, and no new assets.