The alternatives, answered in full.

StackAdapt, on capability, and it is ahead on almost every axis that matters today: live supply, a first-party data hub, DCO, attribution, agency tooling and support. The defensible gap is narrower than a category pitch would suggest — UK cinema and addressable television workflows, seller-neutral allocation, published fidelity and policy provenance, and measurement that keeps delivered, responded, caused and remembered apart, with the fourth published as a placeholder rather than a feature.

No, and claiming it would be the first thing a technical buyer discounted. MCP is an integration surface, and Amazon among others already exposes advertising capabilities through it. What is unusual here is not that an MCP server exists but that the agent transport and the browser exercise the same routes, tenant boundary, wallet gates and approval records, so pointing an agent at a budget does not mean accepting weaker rules.

Take one audience definition and show what it becomes in the native targeting vocabulary of seven UK channels, with a fidelity score and a lawful-basis manifest on each, including the channels that transact as paperwork rather than as APIs — and then keep delivered, responded, caused and remembered apart in the report, with modelled evidence never presented as observed. Each individual piece exists somewhere. The combination, UK-first, with the approximation published rather than implied, is the thing.

Because anyone who has read four competitor sites has heard every one of them, and the fastest way to be believed about anything is to be visibly unwilling to say the things that are not true. Every phrase on that list was considered for this site and rejected for the reason printed beside it.