If you still think that MCP stands for Male Chauvinist Pig, well, the 1970’s want their disco ball back. Today’s hep cats know that MCP stands for Model Context Protocol, a new-but-widely supported standard that lets large language models access structured data as context for their prompts. Early adopters include Salesforce and Adobe, and search platform Algolia is now using it to feed their data to customer-facing real-time AI agents.

Game developers once feared that players would resent seeing ads, but, well, money. Leading game engine Unity, which released its first ad platform in 2021, just replaced it with a new version that will ingest gamer data from across the Unity eco-system. The new system uses an adaptive model to teach itself how to make ads more effective for certain audiences.

Databricks is highlighting its interest in marketers through out-of-the-box integrations with partners including Adobe, Braze, Salesforce, MessageGears, and Tealium. All will be able to run campaigns using information in the Databricks data intelligence platform without data syncing or copying.