""enrich, inform and analyze programmatic trading, or the bid stream itself," Tony Katsur, CEO of the IAB Tech Lab, told AdExchanger."
""We needed to containerize the architecture," he said, "rather than have buying endpoints" like DSPs and SSPs pinging between their own separate data centers."
""To any average person, [that] would seem really fast," he added, but programmatic buyers and sellers are "up against a time crunch.""
"Containerization, simply put, is the process of taking a set of code and packaging it to be easily placed in another company's physical infrastructure."
IAB Tech Lab released Agentic RTB Framework (ARTF) v1.0 to enable agentic media buying marketplaces and tighter integration between demand- and sell-side technologies. The framework seeks to enrich, inform and analyze the programmatic bid stream to make trading more comprehensive and efficient. Containerization packages code so it can run inside another company's infrastructure, allowing a single server to host both DSP and SSP functionality and reducing API round-trips. The approach targets current ad-serving response times of roughly 400–600 milliseconds and aims to cut latency. Containerization also enables integration of third-party black-box capabilities like model-drift analysis or deal activation.
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