IAB Tech Lab publishes new framework for containerised, agent-powered programmatic advertising
The IAB Technology Laboratory (IAB Tech Lab) has published a new framework designed to standardise how containerised, agent-powered services are integrated into real-time programmatic advertising. It aims to reduce integration overhead, maintain platform control and security, enable rapid market adaptation and support composable bidstream architectures. The framework outlines core requirements for agent participation in the bidstream, intent-driven actions, enterprise-grade container deployment, high-performance communication and security by design. It is intended to support broad and evolving use cases—including data collaboration, deal activation, audience segmentation, fraud detection and bid or supply path optimisation. By using container-based deployment, high-performance protocols and open standards, the ARTF seeks to deliver sub-millisecond performance, promote interoperability and prepare programmatic infrastructure for emerging AI-driven agentic systems.