Real-time execution and bidstream agents
Real-time execution in advertising is what runs while an impression is being decided rather than at planning time: AdCP's Trusted Match Protocol, with context_match and identity_match, and ARTF, the AAMP framework in which an agent proposes typed edits to a live OpenRTB bid request.
Trusted Match Protocol keeps context_match and identity_match structurally apart so that page context and user identity never share a request. Mutation and intent are ARTF's: a mutation is a proposed change to a live bid request or response, and an intent is the reason the agent gives for it.
- Intent (ARTF)
Intent in ARTF is the reason an agent gives for an edit to a live bid request - Mutation (ARTF)
A mutation is ARTF's proposed change to an OpenRTB bid request or response - Trusted Match Protocol (TMP)
Trusted Match Protocol is AdCP's serve-time execution layer
Other sections
- Ad Tech Glossary — all 35 terms, A to Z
- Concepts and standards — The protocols themselves, the transports they run on, and the names the category is given.
- Agent roles, identity and discovery — The parties to an agentic trade, the identity each one publishes, and the directories that list them.
- Buying objects and campaign lifecycle — A bought campaign breaks into a media buy, its packages and the products behind them.
- Signals, audiences and identity — Targeting data, who owns it, and the call that makes it usable on a destination.
- Deals, pricing and negotiation — How a price is agreed and booked: quotes, deals, negotiation rounds, access tiers and trust status.
- Governance, privacy and compliance — The constraints a buy has to satisfy before it is allowed to run.
- About — Which specification each definition comes from, and the terms this glossary leaves out on purpose.