"The IAB Tech Lab has released the Agentic RTB Framework (ARTF) v1.0 for public comment, introducing a new technical specification designed to accelerate and streamline real-time bidding in digital advertising. The framework standardizes agentic interoperability within shared data center environments, enabling faster, containerized interactions between demand-side platforms (DSPs), supply-side platforms (SSPs), and other services. According to the Tech Lab, ARTF can reduce bid request-response latency by up to 80%, cutting round-trip times from 600-800ms to approximately 100ms."
""This framework lays the foundation for interoperable, high-performance, agentic workflows," said IAB Tech Lab CEO Anthony Katsur, positioning the release as a key milestone toward a modernized, virtualized programmatic ecosystem. Industry stakeholders are already weighing in. Index Exchange Chief Architect Joshua Prismon called the spec "production-tested" and "transformational," while Chalice CEO Adam Heimlich said the standard could redefine AI-driven optimization in programmatic media."
IAB Tech Lab released the Agentic RTB Framework (ARTF) v1.0 as an open, technical specification to accelerate real-time bidding. ARTF standardizes agentic interoperability within shared data center environments and enables containerized, low-latency interactions among DSPs, SSPs, and ancillary services. The framework claims to reduce bid request-response round-trip times from roughly 600–800ms to about 100ms, enabling richer bid enrichment, more responsive decision-making, and potential energy savings from lower computational overhead. ARTF also supports protocols such as the Model Context Protocol (MCP) and agent-to-agent communication. The spec is open for contributions on GitHub, with public comments accepted through January 15, 2026.
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