IAB Tech Lab opens agentic RTB framework for container-based advertising

The Interactive Advertising Bureau Technology Laboratory released its Agentic RTB Framework version 1.0 for public comment on November 13, 2025, introducing standardized specifications for deploying containerized agents within real-time bidding infrastructure. The framework enters a public comment period extending through January 15, 2026.

The specification defines requirements for implementing agent services that operate within host platforms, leveraging containers deployed into infrastructure to enable delegation of bidstream processing tasks. According to the framework documentation, the model provides "minimal cost, latency and operational impacts" while establishing standard requirements for container runtime behavior and defining an API for bidstream mutation.

The framework addresses integration challenges that have limited programmatic advertising innovation. Service providers can package offerings once and deploy to any standard-compliant platform, focusing on unique value propositions while offloading operational concerns to host platforms. Host platforms maintain control of data and service level agreements while providing greater access to service agents without concerns about data leakage or misappropriation.

Miguel Morales, Director of Addressability & Privacy Enhancing Technologies at IAB Tech Lab, authored the framework announcement. The Container Project Working Group developed the specification through collaboration with Index Exchange, OpenX, The Trade Desk, and Chalice, according to participant documentation.

Technical architecture requirements

The framework establishes five critical requirements for agent deployment. Agents must participate in the core bidstream, focusing on entities transacting in real-time. Each agent must declare specific intents and any auction changes, allowing orchestrating entities to accept or reject modifications.

Container structure follows Open Container Initiative compliance, manageable through Kubernetes, Docker Compose, or cloud-based systems including Amazon's Elastic Container Service. Performance requirements mandate communication via high-performance protocols such as gRPC or Model Context Protocol, written in efficient languages including Rust, Go, or Java.

Security architecture prohibits external network access. All network ingress and egress is prohibited except for service communications with the orchestrating entity, ensuring bidstream data remains protected while enabling functionality.

The framework uses gRPC with protobuf serialization, which provides considerably more space and time efficiency than JSON formats. Protobuf enables easy validation with built-in rejection of invalid payloads and offers better models for agent-based communication than state transitions, according to the technical documentation.

Mutation paths use semantic references derived from OpenRTB concepts rather than explicit paths. The specification expresses mutations in auction semantics rather than data layout, enabling orchestrators to optimize internal data structures without breaking agent integrations.

Application scenarios and market context

The framework intentionally avoids constraining implementation to specific use cases. It provides a general-purpose foundation supporting any product requiring multiple parties to communicate during bidstream processes using high-performance containers.

Example applications include user data collaboration for AI-driven audience understanding, deal activation and curation for dynamic deal management, audience segmentation for real-time cohort activation, fraud detection for pre-impression analysis, bid optimization for real-time valuation adjustment, and supply path optimization for intelligent auction routing.

The containerized RTB approach gained early market validation through Zillow's pilot program with Chalice and Index Exchange in August 2025. That implementation embedded demand-side platform intelligence directly within supply-side platform infrastructure, enabling advertisers to access detailed site-level data unavailable through standard bid request information.

The framework development follows IAB Tech Lab's broader 2025 technical standards roadmap announced January 29, which outlined 31 new specifications or updates addressing privacy regulations, data handling, and streaming media challenges. The organization completed 79 initiatives in 2024, developed with input from over 800 member companies.

Performance architecture achieves low to sub-millisecond response times through container-based deployment. Containers are "dropped in" to host networks and communicate through high-performance messaging mechanisms built on gRPC, OpenRTB Patch, and Model Context Protocol, compatible with real-time bidding requirements.

Industry participation and standards alignment

The Container Project Working Group includes participants from Amazon Ads, Index Exchange, OpenX, The Trade Desk, Netflix, Yahoo, Paramount, Optable, HUMAN Security, Magnite, PubMatic, WPP Media, and Basis Technologies, according to participant documentation. The working group structure enables industry participation in standards development across specific technical challenges.

The specification leverages open protocols and industry standards throughout. OCI-compliant containers provide full compatibility with Docker, Kubernetes, and cloud container services. Protobuf serialization offers open messaging protocol with schema definitions available in the framework's GitHub repository. Standard health checks implement industry standards health and readiness probes, while Open Telemetry provides built-in support for metrics and distributed tracing.

The framework describes a standard interface enabling containers to be managed using AI agents for sub-millisecond real-time bidding operations driven by agentic systems. While current focus addresses systematic agentic integration from service to service, autonomic agentic functionality from model to service is envisioned as the integrating technology matures, according to the specification.

The timing coincides with broader industry movement toward agentic advertising infrastructure. Amazon announced unified Campaign Manager platform consolidation on November 11, 2025, introducing AI agents for automated campaign management across its advertising ecosystem. The company simultaneously released Model Context Protocol Server in closed beta on November 13, enabling natural language interactions with advertising APIs through standardized protocols.

Google released an open-source Model Context Protocol server on October 7, 2025, connecting large language models with Google Ads API for read-only reporting through natural language queries. Multiple companies launched Ad Context Protocol on October 15, 2025, though that initiative drew industry debate about whether another protocol addresses fundamental programmatic challenges.

Standards coordination and market positioning

Anthony Katsur, Chief Executive Officer at IAB Tech Lab, emphasized the organization's role in technical standards development. The IAB Tech Lab previously challenged Prebid transaction ID implementation changes in August 2025, declaring that modifications materially violated OpenRTB specifications and risked "undermining the integrity and consistency of open technical standards."

That standards enforcement followed the organization's established procedures for technical specification evolution. IAB Tech Lab previously released Publisher Advertiser Identity Reconciliation protocol in September 2024 for first-party data matching, Attribution Data Matching Protocol in October 2024 for privacy-preserving conversion measurement, and ID-Less Solutions Guidance in July 2025 for advertising without traditional identifiers.

The framework development parallels the organization's Content Monetization Protocols working group launched August 20, 2025, addressing AI-driven search impacts on publisher revenue. That initiative responded to evidence that AI technologies threatened publishing economic sustainability through traffic reductions and uncompensated content scraping.

The Agentic RTB Framework addresses different technical challenges than content monetization protocols. Rather than focusing on publisher-AI platform relationships, the framework standardizes how service providers integrate capabilities into programmatic advertising infrastructure through containerized deployment.

IAB Tech Lab's Data Deletion Request Framework finalized in June 2024 established standardized approaches for transmitting consumer privacy requests throughout advertising supply chains. The organization's Global Privacy Platform Extensions announced May 2024 addressed state-specific privacy laws through standardized consent signals.

Implementation considerations and market implications

The framework provides comprehensive specifications and guidance for deploying agents using containers in real-time programmatic and digital advertising use cases. Service providers package offerings once for deployment to any standard-compliant platform, reducing integration overhead while maintaining control and security.

Platforms can adapt quickly to changing market demands by adding, updating, and removing components while maintaining control of operational costs without incurring significant integration overhead. The framework enables platforms to compose bid processing pipelines configured specifically for target use cases.

Industry analysis suggests agentic AI could fundamentally disrupt demand-side platform business models through automated campaign management and optimization functions, according to assessment published July 21, 2025, by Ari Paparo, founder and CEO of Marketecture Media. That analysis warned that AI agents could eliminate centralized roles traditionally occupied by demand-side platforms.

The containerized approach addresses concerns raised in Paparo's framework diagrams. Traditional demand-side platform models position platforms as central hubs managing connections between advertisers and multiple supply sources. Container-based agents enable direct integrations while maintaining host platform control over data and service level agreements.

McKinsey data indicates $1.1 billion in equity investment flowed into agentic AI during 2024, with job postings related to the technology increasing 985 percent from 2023 to 2024, according to the consulting firm's Technology Trends Outlook 2025. The substantial investment momentum suggests accelerating market adoption of agentic advertising technologies.

The public comment period extending through January 15, 2026, allows industry stakeholders to provide feedback on the framework specification. Interested parties can access documentation and submit comments through the IAB Tech Lab website at iabtechlab.com.

Timeline

• September 2024: IAB Tech Lab launches Publisher Advertiser Identity Reconciliation protocol for first-party data matching
• October 2024: IAB Tech Lab unveils Attribution Data Matching Protocol for privacy-preserving conversion measurement
• January 29, 2025: IAB Tech Lab announces 2025 technical standards roadmap with 31 planned specification releases
• July 21, 2025: Industry analysis warns agentic AI threatens traditional demand-side platform business models
• August 6, 2025: Zillow pilots containerized RTB with Chalice and Index Exchange to improve programmatic quality
• August 20, 2025: IAB Tech Lab launches Content Monetization Protocols working group addressing AI impacts on publishers
• August 27, 2025: IAB Tech Lab challenges Prebid transaction ID implementation changes violating OpenRTB standards
• October 15, 2025: Ad Context Protocol launches for advertising automation amid industry debate
• November 11, 2025: Amazon announces unified Campaign Manager platform with AI agents for automated campaign management
• November 13, 2025: IAB Tech Lab releases Agentic RTB Framework version 1.0 for public comment through January 15, 2026
• November 13, 2025: Amazon launches Model Context Protocol Server closed beta for AI agent advertising integration

Summary

Who: IAB Technology Laboratory released the Agentic RTB Framework through its Container Project Working Group, with collaboration from Index Exchange, OpenX, The Trade Desk, Chalice, and additional participants from Amazon Ads, Netflix, Yahoo, Paramount, Optable, HUMAN Security, Magnite, PubMatic, WPP Media, and Basis Technologies. Miguel Morales, Director of Addressability & Privacy Enhancing Technologies at IAB Tech Lab, authored the framework announcement.

What: The Agentic RTB Framework version 1.0 provides comprehensive specifications and guidance for deploying containerized agents in real-time programmatic advertising. The framework establishes standardized requirements for container runtime behavior, defines APIs for bidstream mutation, and enables service providers to package offerings once for deployment to any standard-compliant platform. The specification leverages Open Container Initiative-compliant containers, gRPC protocols, protobuf serialization, and security architecture prohibiting external network access.

When: IAB Tech Lab released the framework for public comment on November 13, 2025, with the comment period extending through January 15, 2026. The announcement follows the organization's January 2025 technical standards roadmap outlining 31 planned specification releases for 2025, and precedes anticipated market adoption as the framework matures through industry feedback.

Where: The framework targets global programmatic advertising infrastructure, focusing on real-time bidding environments where multiple parties communicate during bidstream processing. Implementation occurs within host platform infrastructure, with containers deployed into existing systems using Kubernetes, Docker Compose, or cloud-based container services. The specification applies across various advertising channels including display, video, connected television, and digital out-of-home formats.

Why: The framework addresses critical integration challenges limiting programmatic advertising innovation. Traditional integration approaches require service providers to develop custom implementations for each partner platform, creating significant time and cost barriers while limiting data access due to security concerns. The standardized container-based approach reduces integration overhead, maintains host platform control over data and service level agreements, enables rapid market adaptation through modular component deployment, and supports composable architectures for bid processing pipelines. The framework positions the industry to leverage emerging AI and machine learning technologies while maintaining performance and reliability requirements for programmatic advertising.