ARTF for Agencies

This page describes how the Agentic RTB Framework (ARTF) can be used by agencies that buy on behalf of many advertisers across multiple platforms.

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

1. Representing multiple advertisers

Agencies typically manage campaigns for many advertisers across several buying platforms. Under ARTF, agencies can:

  • Package shared logic or models into ARTF Bidding Agents that are deployed into compatible host platforms.
  • Maintain advertiser-specific policies or configurations while reusing a common technical implementation.

This can reduce fragmentation between different DSPs or buying platforms by moving key logic into a standardized execution environment.

2. Coordination across platforms

Because the same ARTF Bidding Agent image can be deployed to multiple hosts that support ARTF, agencies can:

  • Apply consistent bidding and risk policies across several supply sources.
  • Update strategies once in the agent and have changes applied wherever that agent is deployed, subject to host controls.

This supports a more uniform execution of agency strategies while respecting each host platform's governance and time budgets.

3. Collaboration and transparency

ARTF does not change commercial arrangements between agencies and their clients. Instead, it provides a technical mechanism to:

  • Run agency-defined logic closer to the impression, under host-governed data and policy controls.
  • Maintain a clear separation between what is decided by the advertiser, what is implemented by the agency, and what is enforced by the host platform.

This clarity can make discussions about responsibility and performance more concrete.

4. Readiness considerations for agencies

Agencies considering ARTF should plan for:

  • Technical capability. Ability to design, test, and maintain containerized ARTF Bidding Agents that meet host performance requirements.
  • Client alignment. Clear agreements on which strategies are implemented in agents and how they relate to existing platform settings.
  • Operational processes. Versioning, rollbacks, and monitoring of agents running across multiple host environments.

Handled in this way, ARTF gives agencies a precise, technical way to implement their strategies while keeping existing commercial and contractual structures intact.