Your fraud vendor, your data partner, and your bidding specialist, all moved into the SSP's house. Today the bid request gets shipped out to a dozen vendors while everyone waits. With ARTF, those services run as containers right next to the auction. It is faster, and the host keeps control of the data. The spec started life as the "Agentic RTB Framework," so you will see both names in the wild.
Ad tech glossary
ARTF (Agentic Real Time Framework)
Technical definition
An IAB Tech Lab specification that lets third-party agent services run as containers inside a host platform's infrastructure and propose changes to bid requests during the auction.
The ADLINGO translation
Get the full Mega Glossary as a PDF
Nearly 200 ad tech terms, translated. Plus the ADLINGO newsletter every Tuesday. Free.
Related terms
- A2A (Agent2Agent Protocol)
- AAMP (Agentic Advertising Management Protocols)
- adagents.json
- AdCP (Ad Context Protocol)
- Agent Manifest
- Agentic Advertising
- Agentic Audiences
- Agentic Commerce
- Agentic Commerce Protocol (ACP)
- Agentic Marketplace
- AgenticAdvertising.org
- Answer-Based Ads
Where this shows up
AI: What we owe the team
I'm clocking two kinds of advertising executives right now: Ones who treat AI like a procurement decision, and the ones treating it like a leadership test. One buys tools. The other builds teams that know how to use them.
The skills that survive
You cannot automate a decade of being trustworthy. You can't prompt your way to someone wanting to work with you for the next year.
The RFP Oracle
The ad tech sales season is wrapping up for 2026. AI dominated everything the market responded to this year, and it was the most predictable trend ever. All we had to do was pay attention to what the agencies were asking.