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Agentic Real Time Framework ARTF

Act ARTF defines how a host advertising platform (an SSP or DSP) can let a third party's agent service run inside the host's own infrastructure -- packaged as a container -- and be called directly to mutate an OpenRTB bid request in real time: fraud detection, bid shading, audience augmentation, viewability scoring and similar tasks [1][2]. It is the execution/runtime layer of IAB Tech Lab's broader AAMP advertising-agent program (see the separate AAMP record), specifically the piece that answers "how does an agent invoke a capability inside someone else's system" -- which is why this record has been moved from the site's original 'account' placement to 'act.' The framework standardizes container runtime behavior, a gRPC RTBExtensionPoint.GetMutations service, an MCP tool (extend_rtb) as an alternative interface for AI agents, and Kubernetes-style health endpoints, all built on existing infrastructure primitives (Kubernetes, Docker, Protobuf, gRPC) rather than inventing new transport [3][4].

Overview

What it does not do. ARTF does not define agent identity or authentication (containers run inside the host's own trusted network, with no external network access by default), does not standardize commercial terms or negotiation (that is AAMP's Agentic Direct/Deals-API layer), and does not itself provide an audit trail beyond whatever the host platform's own logging does.

Current state. IAB Tech Lab opened public comment on ARTF v1.0 on 2025-11-13, closing 2026-01-15 [1]. The finalized v1.0 specification and a Git tag were published 2026-07-20, with an accompanying Go reference implementation, and the project's own August 2026 recap describes v1.0 as already in production use by unnamed companies, several of whom helped design it, while adding a Rust reference implementation and cross-node orchestration; work on v2.0 was already underway at that point [2][3][4].

Who implements it. IAB Tech Lab publishes an open-source Go reference server (gRPC + MCP + web UI + health checks) and, per the August 2026 post, a Rust reference implementation; the November 2025 launch quoted named ad-tech companies (Index Exchange, Chalice, The Trade Desk) describing implementation work, though none of those sources names a company as live in production as of the v1.0 release.

Disputed / unknown. No independent, named list of production deployments exists in public sources; "used in production by a number of companies" is IAB Tech Lab's own claim, not something this site has measured. Because ARTF nodes are deployed inside a host's private infrastructure by design, there is no public origin to probe for adoption counting -- the probe above will almost always come back absent from the outside, which is expected behavior, not evidence of non-adoption.

Discovery and probe

endpoint · http://{host}:{health-port}/health/ready

GET http://{host}:8080/health/ready
parse:     HTTP 200 with the readiness handler's OK body indicates a running ARTF node (per internal/health in the Go reference implementation); a companion MCP tool 'extend_rtb' is exposed at {host}:8081/mcp and a gRPC RTBExtensionPoint.GetMutations service at port 50051.
on absent: Connection refused or non-200 means no ARTF container is deployed at that host/port -- expected for the overwhelming majority of ad-tech origins, since ARTF nodes run inside a host platform's private infrastructure rather than being publicly addressable.

Not probed live: needs-credentials. ARTF containers run inside the host platform; the health endpoint is internal.

History

Instances

Every instance with its source is listed on the instances page.

See also

References

  1. IAB Tech Lab announced ARTF v1.0 for public comment on 2025-11-13, open until 2026-01-15, describing a containerized architecture aiming to cut bid request/response time up to 80%; quotes from Index Exchange, Chalice and The Trade Desk describe early implementation work. — https://iabtechlab.com/press-releases/iab-tech-lab-announces-agentic-rtb-framework-artf-v1-0-for-public-comment/ (2025-11-13) VERIFIED
  2. The standards page (last modified 2026-08-12) says public comment ran until 2026-01-15 and links to the finalized v1.0 specification and sample code repositories. — https://iabtechlab.com/standards/artf/ (2026-08-12) VERIFIED
  3. IAB Tech Lab's 2026-08-12 milestone post says v1.0 'is now being used in production by various companies, including several of the organizations that helped design it,' adds a Rust reference implementation and an orchestration layer for chaining ARTF nodes, and states that v2.0 work has already begun -- without naming which companies are in production. — https://iabtechlab.com/a-milestone-for-the-agentic-advertising-ecosystem/ (2026-08-12) VERIFIED
  4. The GitHub repository's v1.0 tag/release was published 2026-07-20; the Go reference implementation exposes gRPC (port 50051), an MCP server (port 50052, or /mcp on the web-UI port), a web UI (8081) and Kubernetes health endpoints at /health/live and /health/ready (port 8080, default). — https://github.com/IABTechLab/agentic-real-time-framework (2026-07-20) VERIFIED

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