For the agentic-curious: WTF is the Agentic RTB Framework?
By Seb Joseph
Christopher Nolan’s Tenet imagined a world where time could fold back on itself. The IAB Tech Lab’s new Agentic RTB Framework takes a more literal swing at the idea – or more precisely, by stripping out the lag that slows every real-time auction. The milliseconds saved can finally go toward making smarter decisions about programmatic auctions
That’s the gist. Here’s what’s actually going on.
WTF is Agentic RTB Framework
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Source:: Digiday
