> ## Documentation Index
> Fetch the complete documentation index at: https://docs.adcontextprotocol.org/llms.txt
> Use this file to discover all available pages before exploring further.

# S1: Media buy mastery

> AdCP specialist module S1: Media buy mastery. Full transaction lifecycle, pricing models, proposals, forecasting, and multi-agent orchestration with live sandbox agents.

# S1: Media buy mastery

<Info>
  **Members only** — Requires Practitioner credential. \~45 minutes with Addie. Combines hands-on lab and adaptive exam.
</Info>

This specialist module tests your mastery of the media buy transaction lifecycle. You'll work with live sandbox agents to execute complex flows: proposals, forecasting, refinement, packages, and multi-agent orchestration. Addie evaluates both your hands-on work and your conceptual understanding.

Passing earns the **AdCP specialist — Media buy** credential.

## What you'll demonstrate

* Execute the full media buy lifecycle including proposals and forecasting
* Handle pricing negotiation, budget allocation, and multi-agent orchestration
* Use refinement and package requests for complex buying scenarios
* Monitor and optimize campaign delivery using protocol tools
* Reason about failure modes, conflict resolution, and edge cases

## Prerequisite reading

### Core transaction tasks

<CardGroup cols={2}>
  <Card title="get_products" icon="magnifying-glass" href="/dist/docs/3.0.0-rc.2/media-buy/task-reference/get_products">
    Product discovery: natural language briefs, structured filters, response schemas.
  </Card>

  <Card title="create_media_buy" icon="receipt" href="/dist/docs/3.0.0-rc.2/media-buy/task-reference/create_media_buy">
    Campaign creation: manual mode, proposal mode, approval lifecycle.
  </Card>

  <Card title="update_media_buy" icon="pen-to-square" href="/dist/docs/3.0.0-rc.2/media-buy/task-reference/update_media_buy">
    Campaign modification: budgets, targeting, scheduling, creative swaps.
  </Card>

  <Card title="get_media_buy_delivery" icon="chart-line" href="/dist/docs/3.0.0-rc.2/media-buy/task-reference/get_media_buy_delivery">
    Delivery reporting: impressions, spend, completion rates, performance.
  </Card>
</CardGroup>

### Supporting concepts

<CardGroup cols={2}>
  <Card title="Media buy specification" icon="scroll" href="/dist/docs/3.0.0-rc.2/media-buy/specification">
    The formal specification for the media buy protocol.
  </Card>

  <Card title="Pricing models" icon="tag" href="/dist/docs/3.0.0-rc.2/media-buy/advanced-topics/pricing-models">
    CPM, flat rate, performance-based pricing, and rate cards.
  </Card>

  <Card title="Media buys overview" icon="layer-group" href="/dist/docs/3.0.0-rc.2/media-buy/media-buys/index">
    Campaign structure, states, and the approval lifecycle.
  </Card>

  <Card title="Orchestrator design" icon="diagram-project" href="/dist/docs/3.0.0-rc.2/building/implementation/orchestrator-design">
    Architecture patterns for multi-agent orchestration.
  </Card>

  <Card title="Conversion tracking" icon="bullseye" href="/dist/docs/3.0.0-rc.2/media-buy/conversion-tracking/index">
    Event sources, log\_event, and attribution setup.
  </Card>

  <Card title="Performance feedback" icon="comment-dots" href="/dist/docs/3.0.0-rc.2/media-buy/task-reference/provide_performance_feedback">
    Seller optimization feedback based on campaign performance.
  </Card>
</CardGroup>

## Lab exercises

During the module, Addie will guide you through hands-on exercises:

1. **Product discovery and evaluation** — Query multiple sandbox agents, compare products, evaluate pricing
2. **Proposal and forecasting** — Request proposals with budget points, analyze delivery forecasts
3. **Campaign creation and optimization** — Create a media buy, monitor delivery, execute updates
4. **Multi-agent orchestration** — Manage campaigns across multiple sellers simultaneously

## Assessment

| Dimension           | Weight | What Addie evaluates                               |
| ------------------- | ------ | -------------------------------------------------- |
| Protocol mastery    | 30%    | Comprehensive understanding of media buy lifecycle |
| Targeting expertise | 25%    | Masters advanced targeting capabilities            |
| Analytical skill    | 25%    | Analyzes delivery data effectively                 |
| Problem solving     | 20%    | Handles complex scenarios and edge cases           |

Passing threshold: 70%.

## Start this module

<Card title="Start S1 with Addie" icon="play" href="https://agenticadvertising.org/chat">
  "I'd like to start the media buy specialist module."
</Card>