ARTF for Ad Exchanges

This page describes how ad exchanges can use the Agentic RTB Framework (ARTF) as a standardized execution environment while maintaining their neutral role between buyers and sellers.

graph LR Media[Supply partners] --> Host[ARTF Host Platform] Host --> Agent1[ARTF Bidding Agent] Host --> Agent2[ARTF Bidding Agent] Host --> Buyers[Buy side platforms]

1. Neutral execution infrastructure

Ad exchanges typically position themselves as neutral intermediaries between supply and demand. ARTF does not change this positioning; instead, it offers:

  • A standardized way to host quality, compliance, and enrichment agents inside the exchange environment.
  • A mechanism for buyers and sellers to connect their own agents, under exchange governance, if the exchange chooses to support that model.

The exchange remains responsible for auction rules, market design, and commercial terms.

2. Quality, compliance, and measurement

Many exchanges already operate internal systems for:

  • Inventory quality and fraud detection.
  • Policy enforcement and regulatory compliance.
  • Reporting and measurement.

ARTF allows some of these functions to be implemented or extended as ARTF Bidding Agents or related agents, so that they run inside a consistent, containerized framework. This can improve:

  • Repeatability of integrations.
  • Observability and auditability of agent behavior.

3. Collaboration with supply and demand partners

Where appropriate, an exchange can allow selected partners to deploy agents into its ARTF Host Platform, for example:

  • A supply partner providing a pre-bid quality or viewability agent.
  • A demand partner providing a bidding or optimization agent for specific deals.

Any such collaboration remains subject to the exchange's policies and commercial agreements; ARTF only defines the technical interface and isolation model.

4. Readiness considerations for exchanges

Exchanges considering ARTF adoption should focus on:

  • Policy design. How agents from different parties would be admitted, prioritized, and monitored.
  • Risk management. Ensuring that agents cannot undermine auction integrity or regulatory compliance.
  • Operational capability. Running containerized agents at scale with predictable latency.

ARTF is therefore an option for exchanges that want a more standardized and observable execution layer, without implying a change in their neutral commercial role.