> ## Content Index
> Fetch the complete content index at: https://www.adlingo.org/llms.txt
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# Host Platform
- URL: https://www.adlingo.org/glossary/host-platform/
- Published: 2025-01-15T10:50:00.000Z
- Updated: 2025-01-15T10:50:00.000Z
- Description: In ARTF, the SSP, DSP or exchange that runs third-party agent containers inside its own infrastructure, calls them during the auction and decides which proposed changes to apply.
- Author: Travis Lusk
- Tags: Agentic Advertising, #glossary, #Import 2026-10-27 17:05

The landlord. Partners move their code into the host's building, follow the host's rules, and get only the data the host chooses to share. Holding the keys is a big deal. Expect every major SSP and DSP to want this role.