Google Opens Gemini and Search to Outside Apps Through MCP, With a Console That Tracks Their Traffic

Google is turning Gemini and Search into an app distribution channel with its own developer console. On October 28 it launched a preview of the Connected Apps Platform, which lets developers build one integration and choose whether it appears in Search, the Gemini app or both.

How it works#

Developers connect through a cloud-hosted Model Context Protocol (MCP) server, or through Android MCP using the AppFunctions APIs, then register, test and submit the app in a new Google Connected Console, according to Google product managers Chips Mistry and Mai Lowe. Once live, the console reports traffic, latency and error rates, and developers keep control of verified logos and authenticated accounts.

Access is opening in phases. TechCrunch reported the preview is for US developers who join a waitlist; Google says it will add developers, markets and Google products over the coming months.

The apps#

Google says it has launched more than 50 Connected Apps across Search and Gemini. Integrations from Adobe, Experian, Localiza and Peloton are live in Gemini and will come to Search in the coming weeks, and Calm is launching on both.

MCP is becoming the common plug for this kind of distribution. Apple this week opened Pages, Keynote and Numbers to outside agents through MCP, and earlier this month Meta and Sierra announced a Personal Agent Protocol for consumer agents, with Walmart and Stripe among the partners.

The rules Google wrote for the apps#

Google's developer policy for the platform makes three choices clear. First, Connected Apps "must not serve any third party advertising content or promotional material" through their integrations; only a developer's own branding is allowed. Google is selling ads in the same AI answers: on the same day it expanded ads in AI Mode to 10 more countries.

Second, the policy prohibits wrapper apps. Developers may not "wrap or repackage third-party APIs" they do not own, manage or hold rights to, though they may use outside APIs for supporting functions such as email notifications or sign-in. That favours companies that own the underlying service, such as Peloton or Experian, over intermediaries that combine other companies' services.

Third, the policy anticipates competition for the model's attention. Apps must not use "overly broad or deceptive capability descriptions" to influence the model into choosing them over another app. They also must not reference other tools or return system instructions in their responses. User data obtained through an app "may not be exchanged or shared for monetary consideration."

Taken together, the rules keep advertising in Google's hands, limit the platform to companies that own their services, and treat attempts to sway the model as a form of deception. Google has not yet said how it will choose between two compliant apps that offer the same service.

Limits#

• Google did not say how it will rank or choose Connected Apps in answers, or whether developers can pay for placement.
• No usage figures for existing Connected Apps were given.
• The announcement does not give review criteria; the developer policy sets out what is prohibited but not how apps are ranked.
• The section on Google's rules is analysis of the published policy, read on November 2; Google says the policy is updated from time to time.

Sources#

• Google for Developers: Connected Apps Platform policy (accessed November 2, 2026)
• Google: Build and manage Connected Apps in one place (October 28, 2026)
• TechCrunch: As AI agents reshape the web, Google opens Gemini and Search to more apps (October 28, 2026)