ARTF for Retail Media Supply Platforms

This page describes how retail media supply platforms can use the Agentic RTB Framework (ARTF) to work with sensitive commerce and identity data in a controlled way.

graph LR Media[Retail media platform] --> Host[ARTF Host Platform] Host --> Agent1[ARTF Bidding Agent] Host --> Agent2[ARTF Bidding Agent] Host --> Buyers[Buy side platforms]

1. Operating close to commerce and identity data

Retail media platforms often operate:

  • Logged-in environments.
  • Detailed commerce events and product data.

ARTF allows them to host agents inside their own infrastructure so that partners can work with derived signals (for example, segments or propensity scores) rather than raw data.

2. Collaboration with brands and measurement partners

Within an ARTF Host Platform, a retail media platform can:

  • Run its own agents to create and apply retail-specific signals.
  • Allow selected brand or measurement partners to deploy agents that operate under the platform's data and policy controls.

This can support more sophisticated retail media products while maintaining strict governance over how underlying data is used.

3. Readiness considerations for retail media platforms

Retail media platforms considering ARTF should plan for:

  • Security and compliance. Ensuring that agents operate within the same controls that apply to other handling of commerce and identity data.
  • Partner management. Defining which partners can deploy agents and how their behavior is monitored.
  • Performance. Verifying that additional agents do not compromise latency in high-traffic retail environments.

Handled correctly, ARTF provides a technical framework for richer, real-time collaboration in retail media without widening the exposure of sensitive data.