Approval Threshold
The spend level, volume or deal type at which a named person must sign off before an AI agent can commit.
Agentic Advertising
How AI agents buy and sell media. AdCP, ARTF, sell-side agents and principal media, explained by a 20-year ad tech insider. Plain-language explainers, standards comparisons and what agencies are asking for in RFPs.
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ARTF (Agentic Real Time Framework)
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.
Bilateral Deal Record
A record of agreed deal terms that the buyer and the seller each hold and can read independently.
brand.json
In the AdCP ecosystem, a file where a brand declares the properties it owns or works with and the nature of each relationship (owned, direct or delegated).
Buyer Agent
An AI agent acting on behalf of an advertiser or agency to discover inventory, evaluate offers and book media within a defined mandate.
Campaign Governance
In AdCP, always-on compliance that ties a campaign's transactions to its approved media plan and checks each one through three independent parties.
Deals API
An IAB Tech Lab specification for passing deal terms from the system where a deal is created to the system that delivers it.
Earned Autonomy
A model in which an AI agent's authority expands in stages, with each expansion requiring evidence of performance and approval from a person.
Host Platform
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.
Human-in-the-Loop (HITL)
An operating model in which a person must review and approve defined AI agent actions before they take effect.
IAB Tech Lab Agent Registry
A directory in the IAB Tech Lab Tools Portal where companies list the MCP and A2A agents they operate, which other agents can query.
Idempotency Key
A unique key attached to each request that changes data, so a repeated request has the same effect as the original and does not create duplicates.