Start small. Maybe it’s just automating audience file transfers. Then maybe it’s basic reporting aggregation. You crawl, then you walk, then you run.

The choice

What most people aren’t thinking about yet is that MCP isn’t just about connecting your own platforms. It’s about adding a new layer of connectivity that other companies can plug into. The question is whether you’re building that orchestration layer or just hoping someone else builds it for you.

We need to be smarter about this tool. Choose your MCP providers carefully. Start with clear use cases. Build governance frameworks before you need them. And please, for the sake of your sanity, don’t try to automate everything at once.

This is the good thing about these early days. We can approach MCP thoughtfully and create something that actually works. Or … we can rush in blindly and create another expensive mess that requires armies of specialists to maintain.