ARTF for Buy-side Hosts (DSPs and Buying Platforms)

This page describes how demand-side platforms (DSPs) and other buy-side hosts can use the Agentic RTB Framework (ARTF) to run buyer-focused agents alongside existing bidding systems.

graph LR Buyers[Buy-side clients] --> Host[ARTF Host Platform] Host --> Agent1[ARTF Bidding Agent] Host --> Agent2[ARTF Bidding Agent] Host --> Media[Media and data owners]

1. Hosting buyer-side logic

Buy-side hosts already implement their own bidding and optimization logic. ARTF does not replace this; instead, it provides a complementary way to:

Run ARTF Bidding Agents that encapsulate advertiser-, agency-, or desk-specific strategies.
Integrate external intelligence services (for example, identity, quality, or optimization) using a standardized container and API model.

The buy-side host retains control of the overall auction logic and time budgets.

2. Simplifying partner integrations

Historically, each external partner has required a bespoke integration. With ARTF, a buy-side host can:

Offer a documented ARTF Host Platform environment for partners to deploy their agents.
Use consistent policies and monitoring across different partner agents.

This can reduce engineering overhead while keeping the platform in control of data access and execution.

3. Readiness considerations for buy-side hosts

Buy-side hosts considering ARTF should plan for:

Architecture design. How ARTF Bidding Agents interact with existing bidder components.
Governance. How partner and client agents are admitted, configured, and audited.
Performance. Ensuring that additional agents do not compromise response-time requirements to upstream exchanges or publishers.

Adopted in this way, ARTF gives buy-side hosts a structured way to host buyer-specific logic and partner services, while preserving their role as the primary decisioning system for demand.