Long-form research on how autonomous performance marketing actually works. Every paper is free to read in full, on the page, with no form in the way. Take the PDF if you would rather.
B2B advertising learns to generate enquiries instead of revenue, because the enquiry is the only outcome the platform is ever shown. The three joins of a closed measurement loop, how to pick the bidding signal, and what the loop still cannot prove.
Why fifteen years of martech automated execution and left judgement alone. A six-level autonomy ladder, a maturity model for scoring your own readiness, and the evidence on why most autonomy projects are abandoned inside a quarter.
An industry research programme studying how organisations move from automated marketing execution to governed decision autonomy. Now interviewing senior practitioners.
So What Labs contributes to industry discussions shaping the future of agentic advertising and autonomous marketing.
In October 2026, Founder Alam Shukla contributed to IAB Tech Lab’s public consultation on AAMP 3.0 and the OpenProposal specification.
Our position is that advertising standards should define transparent, verifiable inputs while allowing advertisers and their agents to evaluate those inputs against their own commercial objectives.
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