{"page":"/blog/agent-ready-ad-infrastructure","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Agent action","Where it executes","Field or object","Source"],"rows":[["Agree a private marketplace deal","OpenRTB bid requests that carry the deal","imp.pmp.deals[].id, deal floor, allowed seats","OpenRTB 2.6"],["Book programmatic guaranteed","OpenRTB deal flagged as guaranteed","Deal.guar = 1; the IAB Seller Agent sets it \"on the wire\" from v2.3.2","seller-agent releases"],["Book a direct guaranteed order","Seller's order management system","OpenDirect 2.1 orders and lines","OpenDirect releases"],["Sync deal terms to DSPs","SSP to DSP deal sync","IAB Deals API v1.0 (comment version)","IAB Tech Lab, 4 Dec 2025"],["Pass an audience to the auction","Bid request extension","Agentic Audiences v1.1, \"integrated with OpenRTB and Prebid\"","IAB Tech Lab standards page"],["Enrich a bid request inside the exchange","Containers hosted by the exchange or DSP","ARTF v1.0 over gRPC with OpenRTB 2.6 protobuf","ARTF repository"],["Shape bid request traffic","SSP-side filtering on buyer signals","Dynamic Traffic Engine","DTE repository"]],"sourceUrls":[["https://github.com/InteractiveAdvertisingBureau/openrtb2.x/blob/main/2.6.md"],["https://github.com/IABTechLab/seller-agent/releases"],["https://github.com/InteractiveAdvertisingBureau/OpenDirect/releases"],["https://iabtechlab.com/press-releases/iab-tech-lab-releases-deals-api-to-standardize-programmatic-deal-sync/"],["https://iabtechlab.com/standards/agentic-advertising-and-ai/"],["https://github.com/IABTechLab/agentic-real-time-framework"],["https://github.com/IABTechLab/DynamicTrafficEngine"]]}