Agentic ad protocols: ARTF and AAMP

Myth. Agentic advertising means chatbots haggling over every single impression.

The reality is plumbing. ARTF, the Agentic Real Time Framework, runs partner code inside the auction itself.

Every partner that improves a bid request, say, a fraud filter or a deal curator, needs a network call. Each call eats into an auction of maybe one hundred milliseconds. ARTF flips that. The partner ships its logic as a container, running inside the SSP’s own servers. It reads part of the bid request, and sends back proposed changes, called mutations, like activate this deal. The SSP decides which to apply. Opened for comment in November twenty twenty-five, it’s now final, but adoption is early. In February twenty twenty-six, Tech Lab put all its agent work under one name, AAMP, Agentic Advertising Management Protocols, including agent toolkits and a registry.

For a publisher, the question is control. Ask your SSP which partner containers touch your bid requests, and what they may change.

Next: CoMP, getting paid when AI crawls your content.