#zero-click

#zero-click

Claude Desktop Extensions, recently renamed MCP Bundles, are packaged applications that extend the capabilities of Claude Desktop using the Model Context Protocol, a standard way to give generative AI models access to other software and data. Stored as .dxt files (with Anthropic transitioning the format to .mcpb), they are ZIP archives that package a local MCP server alongside a manifest.json file describing the extension's capabilities.

For the better part of two decades, the digital marketing ecosystem has operated on a simple, unspoken contract: content creators make the web interesting, and search engines send them traffic. In exchange, publishers run ads, brands get reach, and users are rewarded with access to "free" content. This intricate dance, orchestrated by Google and Meta's algorithms and monetised through clicks and impressions, has defined countless marketing playbooks. But the mood music is changing faster than ever.