# Agentic Ad Lab > Protocol-neutral reference for agentic advertising: AdCP, AAMP, and how machines buy media. Opinionated analysis of the two agentic advertising standards, written for people with budget authority. Every page takes a position on what to build, what to defer and what to put in a contract, and says where a standard is silent rather than filling the gap. ## Pages - [AdCP vs AAMP: Which Standard to Implement](https://agenticadlab.com/protocols/adcp-vs-aamp/): AdCP and AAMP are the two agentic advertising protocol stacks. AdCP is one specification of 64 operations pinned at 3.1.13; AAMP is an IAB Tech Lab umbrella over eight independently versioned repositories that share no data type. Implement AdCP first. - [The Autonomy Ladder for Agentic Media Buying](https://agenticadlab.com/guides/autonomy-ladder/): The autonomy ladder is the five rungs between an agent that only reads your delivery data and one that moves money unattended. Vendors sell rung placement as a buyer-set dial; it is set by whichever counterparty's implementation is loosest. - [Questions to Ask an Agentic Advertising Vendor, and the Answers That Disqualify](https://agenticadlab.com/guides/questions-to-ask-an-agentic-vendor/): Diligence questions for an agentic advertising vendor work only if the vendor can fail them on the wire. Three AdCP sales agents answered anonymously on 12 August 2026: one honoured a structured channel filter, none honoured a plain-English exclusion. - [Who Is Actually Running Agentic Buys: A Sourced Ledger](https://agenticadlab.com/guides/who-is-running-agentic-buys/): The companies who have transacted agentic media buys since December 2025 are Omnicom, NBCUniversal, Butler/Till, Vox Media, Magnite, PubMatic and Yahoo, mostly on AdCP. One advertiser has been named, and every result came from the vendor that sold the campaign. - [Will Agents Replace Media Buyers? Role by Role](https://agenticadlab.com/guides/will-agents-replace-media-buyers/): Agents will not replace media buyers. AdCP and AAMP automate the tasks their schemas both carry and decide: creative sync, pacing writes, counter-offers, IO paperwork. Tasks where a person still supplies the number, the floor or the policy stay human. - [Agentic Ad Lab: independent analysis of AdCP and AAMP](https://agenticadlab.com/about/): Agentic Ad Lab is an independent analysis site covering the two agentic advertising protocol stacks, AdCP and IAB Tech Lab AAMP, for buyers and publishers deciding which one to fund. It is published by Postindustria and affiliated with neither body. - [Agent Discovery Files: Publish adagents.json and Pin the Signing Keys](https://agenticadlab.com/guides/agent-discovery-files/): A publisher makes inventory discoverable to a buying agent by serving /.well-known/adagents.json on its own domain: a released JSON Schema listing which sales agents may sell which properties, and pinning the signing keys those agents must use. - [Agentic Advertising Standards: Two Cover Advertising, One Ships a Contract](https://agenticadlab.com/protocols/): Two standards target agentic advertising: AdCP, one versioned registry from AgenticAdvertising.org, published at 3.1.13 stable; and AAMP, an IAB Tech Lab umbrella over eight repositories with no shared version number. ACP, UCP, AP2 and x402 are commerce and payments protocols. - [How a Machine Actually Buys Media, End to End](https://agenticadlab.com/guides/how-a-machine-buys-media/): How a machine buys media: one CTV campaign runs 13 of AdCP 3.1.13's 64 operations, from get_adcp_capabilities through create_media_buy to get_media_buy_delivery. AAMP's shared contract begins at the quote and stops at the deal ID, leaving creative, delivery and spending authority outside it. - [Protocol Integration and Agent Readiness Work](https://agenticadlab.com/services/): Protocol integration work is the L4 business logic no SDK ships: implementation reviews against a named AdCP release, readiness audits, adagents.json and brand.json validation, and buyer or seller agent builds. Unaffiliated with AgenticAdvertising.org and IAB Tech Lab, and not a certification. - [Five Gaps Neither AdCP Nor AAMP Fills, and the Registry That Should Police Them](https://agenticadlab.com/guides/what-agentic-ad-protocols-dont-standardize/): Neither AdCP 3.1.13 nor any AAMP repository standardises measurement, invalid-traffic detection, billing settlement, cross-stack identity or dispute resolution. All five land in a contract you renegotiate with every counterparty, which is what makes them expensive. ## Optional - [Full text corpus](https://agenticadlab.com/llms-full.txt): every page as one markdown file - [Brief Gateway](https://briefgateway.com): Turn a campaign brief into a structured object a seller agent can actually consume. - [AdCP Explorer](https://adcpexplorer.com): Every Ad Context Protocol task, schema and discovery file, browsable and linkable. - [AAMP Explorer](https://aampexplorer.com): Reference for IAB Tech Lab's Agentic Advertising Management Protocols and their component repos. - [What Is Agentic Buying](https://whatisagenticbuying.com): A single, definitive, citable answer to one question. - [Ad Tech Glossary](https://adtechglossary.com): Plain-language definitions for the vocabulary of agentic and programmatic advertising.