Ecosystem Impact and Use Cases

The Agentic RTB Framework (ARTF) changes how major participants in programmatic advertising collaborate, run integrations, and control data. This page is a map of perspectives: it shows which questions each group can answer with ARTF, and where to read more.

What ARTF changes at ecosystem level

At a high level, ARTF:

• Standardizes execution. Partners integrate once to a containerized execution environment instead of maintaining many bespoke HTTP integrations.
• Reduces latency and variability. Co-located agents and local RPC calls recover time in the auction window and make performance more predictable.
• Improves data governance. Hosts remain gatekeepers of which data is shared and which mutations are accepted, while still enabling richer collaboration.

These properties are intended to be beneficial for all parties: buyers, intermediaries, media owners, and specialist technology partners.

Perspectives by role

Use the links below to view how ARTF looks from each side of the market. Each role has its own dedicated page written from its point of view.

Buy-side decision makers

• Advertisers (brands and in-house teams)
• Agencies
• Trading desks

Execution platforms

• Supply-side platforms (SSPs)
• Ad exchanges
• Publisher ad servers
• Retail media supply platforms
• Buy-side hosts (DSPs and other buying platforms)

Technology and media partners

• Intelligence and infrastructure partners
  Identity, fraud and quality, measurement, enrichment, and optimization providers.
• Media and data owners
  Publishers, broadcasters, apps, retail media operators, and other first-party data holders.

The framework is defined to preserve existing commercial roles and strengthen collaboration between them. Each page describes the specific role, benefits, and practical considerations for that audience in the context of ARTF, with the intention of creating a positive-sum outcome rather than shifting value away from any participant.