ARTF for Advertisers

This page describes what the Agentic RTB Framework (ARTF) enables for advertisers, with a focus on brands and in-house teams that control strategy and outcomes directly.

graph LR Buyers[Advertisers] --> Host[ARTF Host Platform] Host --> Agent1[ARTF Bidding Agent] Host --> Agent2[ARTF Bidding Agent] Host --> Agent3[ARTF Bidding Agent] Host --> Media[Media and data owners]

1. Advertisers (brands and in-house teams)

1.1 From platform defaults to advertiser-controlled agents

In the legacy model, advertisers often express strategy indirectly through the controls provided by one or more DSPs. ARTF introduces the option of a true bidding agent that is directly owned or specified by the advertiser:

  • A containerized agent controlled by the advertiser or its internal technology team.
  • Deployed into ARTF-compliant host platforms (for example, SSPs or exchanges).
  • Executing proprietary bidding logic or models inside the host's environment.

This model allows advertisers to:

  • Evaluate each impression according to advertiser-specific objectives, not only generic optimization strategies.
  • Incorporate internal constraints, risk policies, and measurement requirements into real-time bidding decisions.

1.2 Using the additional time budget

By co-locating agent services as containers inside the host platform, ARTF is designed to reduce overall bid request/response times compared with legacy multi-hop architectures. The recovered time can be used to:

  • Consider more features per impression, such as refined audience signals, contextual attributes, or publisher-specific quality indicators.
  • Evaluate models that would previously have been too slow for real-time bidding, provided they run efficiently inside the host environment.
  • Move from coarse-grained rules to more granular, per-impression decisioning while remaining within latency constraints.

1.3 Data protection and governance for advertisers

ARTF is defined so that hosts maintain control of data and service-level agreements, while still allowing agents to operate on sensitive information under defined permissions. For advertisers, this means:

  • Access without unnecessary exposure. Agents can work with signals that would not be shared in a traditional, fully external call model, because data remains inside the host environment.
  • Clear boundaries. The host uses a standardized API and OpenRTB Patch mechanism to limit what an agent can see and what it can change.

This makes it more practical for advertisers to collaborate with publishers, retail media networks, or other data owners who are cautious about exposing raw data into open auctions.

1.4 Readiness considerations for advertisers

Before deploying an advertiser-controlled agent, teams should consider:

  • Model robustness and latency. Ensuring that logic or models can run within the host's time budget while maintaining stability.
  • Governance. Defining how bidding strategies are reviewed, updated, and rolled back, given that changes now affect real-time behavior inside host platforms.
  • Integration alignment. Coordinating with host platforms to understand their ARTF support, available intents, and operational expectations for ARTF Bidding Agents.