For the agentic-curious: WTF is the Agentic RTB Framework?

"WTF is Agentic RTB Framework It's a new technical standard for running real-time bidding that focuses on efficiency. It takes the existing RTB process and redeploys it inside a containerized environment so the different parts of a programmatic transaction can run much closer together. The setup lets any participant - no matter their role in te bid stream - introduce agents directly into the RTB system."

"In plain terms please. Think of it as a different way to run programmatic auctions. Now, most programmatic transactions involve multiple vendors and cloud services, each operating on separate infrastructure. Bid requests travel between those systems before a decision is made. Under the Agentic RTB Framework, that process happens locally within a shared computing environment, instead of across several external systems."

"Who's behind the framework A handful of major players have been shaping the framework over the last year including Index Exchange, Amazon Ads, Yahoo DSP, Basis, Chalice, Publicis Group's Epsilon, Netflix, Optable, Paramount, WPP and others. Execs from Index Exchange have been particularly involved. Lending their expertise in building containerized architectures and protocols that let agents operate within the auction. Chalice, meanwhile, was among the first to put that setup to use,"

The Agentic RTB Framework is a technical standard for real-time bidding that prioritizes efficiency by redeploying RTB workflows inside a containerized, shared computing environment. It co-locates programmatic transaction components so bid requests and decision logic run locally rather than across multiple external vendors and cloud services, cutting milliseconds of network latency. The framework allows any participant in the bid stream to introduce agents that execute directly within the RTB system, enabling more complex, time-sensitive decisioning. Major industry players including Index Exchange, Amazon Ads, Yahoo DSP, Basis, Chalice, Publicis Group's Epsilon, Netflix, Optable, Paramount and WPP have contributed; Index Exchange provided architectural learnings while Chalice built an early in-system agent implementation.

Read at Digiday