The IAB Tech Lab has released Agentic RTB Framework (ARTF) v1.0 for public comment, marking one of the most significant advances in programmatic advertising infrastructure in the past decade. The new standard introduces a containerised, same-environment architecture that can reduce real-time bidding (RTB) latency by up to 80%, reshaping how DSPs, SSPs, enrichment partners, and agentic systems interact during auctions.
For an industry where milliseconds determine value, ARTF offers a unified technical foundation that supports ultra-fast decisioning, scalable agentic workflows, and the next generation of AI-powered optimisation. By enabling all components to operate within the same virtual environment, the framework eliminates multiple network hops long considered a bottleneck in programmatic trading.
Why this matters
RTB has struggled with rising complexity: more signals, more AI models, more partners, and more compliance layers. These demands have often slowed auctions and increased infrastructure costs. ARTF flips the model by allowing decision engines and agents to work “side-by-side,” making workflows more efficient, extensible, and AI-ready.
Industry voices signal a turning point
IAB Tech Lab CEO Anthony Katsur called ARTF a “fundamental step” in modernising real-time systems, emphasising its role as a foundation for near-instantaneous media trading. His framing positions the spec as not just an incremental update but the technical groundwork for a future where agentic and AI-driven decisioning is the norm.
Joshua Prismon, Chief Architect at Index Exchange, echoed this sentiment, noting that ARTF reflects production-tested learnings from years of container integrations. For the sell side, he said, the framework unlocks precise, per-impression decisioning aligned with publisher and buyer priorities.
Chalice AI CEO Adam Heimlich highlighted the transformative impact on AI interoperability, predicting that AI agents will be able to interact with each other not just between companies unlocking more custom optimisation at scale.
Industry technologist Arpad Miklos added perspective on the evolution of the spec, pointing to early container-based prototypes as stepping stones toward the now formalised agentic standard.
The road ahead
Public comments remain open until January 15, 2026, giving the global ad tech ecosystem time to review, test, and refine the framework. If adopted widely, ARTF could become a cornerstone for future OpenRTB innovation and the backbone for AI-accelerated, high-performance programmatic trading.
The shift signals a clear direction:
Programmatic is entering its agentic era faster, more intelligent, and built for real-time AI.
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