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IAB Tech Lab Launches Agentic RTB Framework v1.0 for Public Comment

On November 13, 2025, the IAB Tech Lab, a prominent organization steering digital advertising standards, announced the public release of its Agentic RTB Framework (ARTF) v1.0. This new framework is positioned to revolutionize the way technologies communicate within the programmatic advertising landscape. It focuses on achieving higher efficiency and interoperability through a modernized approach.

Overview of the Framework

The Agentic RTB Framework introduces a standardized protocol that enhances real-time communication and data exchange. It utilizes a containerized architecture, which allows for quicker interactions among various technologies operating within a shared data center. As the industry increasingly relies on real-time transactions, this framework aims to streamline those processes significantly. The public comment period is set to remain open until January 15, 2026, allowing stakeholders across the industry to provide their input on this pivotal development.

IAB Tech Lab CEO Anthony Katsur emphasized that this framework is a critical step towards revolutionizing the speed and functionality of interactions between different advertising technologies. Katsur highlighted that the framework aims to enable systems to work within the same virtual environment, catalyzing rapid workflows and facilitating almost instant trading of media. This reform is considered foundational for establishing effective agentic interactions across the industry, leading to improved responsiveness and adaptability.

Significant Performance Gains

One of the standout features of the ARTF v1.0 is its capacity to reduce the time it takes for bid requests and responses by up to 80%. This impressive reduction opens the door for enhanced bid enrichment and informed decision-making in real-time. By enabling systems to communicate within the same server or virtual machine, the new protocol accelerates the entire auction process while simultaneously reducing the computational load and energy consumption. All of these improvements contribute not only to faster execution but also to a more sustainable and cost-effective advertising ecosystem.

Contributions from Industry Leaders

What sets the launch apart is the extensive collaboration between IAB Tech Lab and various industry players who participated in the development of the ARTF framework. Input from multiple stakeholders has helped ensure that the framework meets the diverse needs of the digital advertising landscape. For instance, Joshua Prismon, Chief Architect at Index Exchange, noted that the introduction of agentic standards within OpenRTB represents a key milestone for the sector, as it empowers companies to make precise, real-time decisions reflecting their priorities and those of their clients.

Adam Heimlich, CEO of Chalice, remarked that the new standard introduces a transformative perspective on AI's application in programmatic advertising. The implications for custom enhancements to media campaigns extend beyond merely inter-company collaborations; they also influence how agents can work with one another.

As Arpad Miklos of The Trade Desk highlighted, the practical implementation of a custom container-based solution has paved the way for this groundbreaking agentic specification. His enthusiasm reflects a growing trend towards intricate methodologies that foster collaborative opportunities in the bidding process.

Broad Implications for Ad Tech

Beyond immediate performance enhancements, the ARTF lays foundational groundwork for agentic trading systems. The framework supports various standards, including Model Context Protocol (MCP) and Agent-to-Agent (A2A) communications, which will facilitate novel interactions across ecosystems. IAB Tech Lab's commitment to open-source infrastructure means that industry participants can experiment with and contribute to the specification, driving further innovation.

To review the complete framework and participate in the ongoing public commentary, stakeholders can visit the IAB Tech Lab website. This open engagement sets the stage for a truly collaborative effort to refine this critical standard, further highlighting the collective push towards advanced capabilities in the realm of programmatic advertising.

Conclusion

The introduction of the Agentic RTB Framework v1.0 marks an exciting development in the realm of digital advertising, promising enhancements in efficiency, sustainability, and interaction. It invites participation from the broader community, laying a collaborative groundwork for the future of programmatic advertising technologies.