IAB Tech Lab unveils Agentic RTB Framework to boost real-time ad trading efficiency
The new Agentic RTB Framework promises to slash programmatic ad latency by 80%—and reshape how AI-powered agents trade in real time.
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 leap in speed enables richer bid enrichment, more responsive decision-making, and potentially lower energy usage due to reduced computational overhead.
Dig deeper: AI gains influence with shoppers, but search still rules
“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.
The framework also supports emerging protocols such as Model Context Protocol (MCP) and agent-to-agent communication. Contributions to the open-source spec may be made on GitHub. The public comment period runs through January 15, 2026.
MarTech is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
Related stories
New on MarTech
About the author
