For the agentic-curious: WTF is the Agentic RTB Framework?

digiday.com/marketing/for-the-agentic-curious-wtf-is-the-agentic-rtb-framework

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…

This story appeared on digiday.com, 2025-11-13 13:30:00.
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