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Your integration path determines which demand can serve on your surface. The rule is rendering context. Impression-priced demand (Direct and Programmatic CPM) requires a real browser or app context where the impression can be verified client-side. Headless integrations such as AdsMCP are limited to performance-priced demand: CPA, and CPC with click-quality filtering. There is no client context on a headless surface to verify an impression against. This is not an Adgentek policy preference. It is how the measurement ecosystem works. Impression events fired from server infrastructure originate from datacenter IP space and are classified as general invalid traffic (GIVT) by verification vendors including IAS, DoubleVerify, and MOAT. Advertisers do not pay for GIVT impressions, so Adgentek does not serve impression-priced demand where impressions cannot be verified. The SDKs exist so you never have to think about this. They fire the impression pixel from the client, handle viewability, and route clicks through the filtered redirect layer automatically.

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The integration matrix

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Why headless surfaces cannot serve impression-priced demand

Impression verification requires a client context: a real device, a real viewport, and a pixel request originating from the user’s network. A request fired from a Worker, a backend, or an agent runtime originates from datacenter IP space. Verification vendors classify it as invalid traffic and the impression is discarded, unbilled. What headless surfaces do well is performance demand. CPA demand bills on a downstream conversion that is verified independently of the ad render, so it does not depend on impression verification at all. CPC demand works when clicks route through Adgentek’s redirect layer, where click-quality filtering runs. Both are fully supported on AdsMCP.

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Custom integrations

For architectures where the JavaScript SDK cannot run, an approval-only direct API integration may be available. Contact your Customer Success representative to determine eligibility.

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The short version

If you can use an SDK, use an SDK. AdsMCP exists for agent surfaces where nothing renders at all. Every path monetizes; they monetize with the demand classes their rendering context can support.