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New collaboration enables privacy-focused real-time data activation and paves the way for future AI-driven media buying
Adform and Adsquare have announced an expanded partnership aimed at advancing the next generation of programmatic advertising through the implementation of the Agentic Real-Time Framework (ARTF).
The collaboration introduces a standardized and privacy-centric integration that allows external data providers and AI-powered agents to operate directly within a demand-side platform (DSP) environment. By leveraging the ARTF standard, advertisers can activate external signals and data sources in real time without requiring sensitive information to leave the platform.
ARTF is part of the broader Agentic Advertising Management Protocols (AAMP) initiative developed to establish common standards for agentic advertising. The framework is designed to support efficient bid request enrichment, signal activation, and execution while maintaining strong privacy controls.
With this integration, advertisers using Adform can access Adsquare’s data capabilities, including location intelligence and offline audience insights, directly within the DSP. The approach simplifies data activation by removing the need for custom integrations and reducing technical complexity.
The partnership also supports the industry’s move toward agentic media buying, where AI-powered systems can use trusted signals from multiple sources to make more informed advertising decisions.
According to the companies, the implementation demonstrates how standardized frameworks can help create a more open, interoperable, and scalable advertising ecosystem while preserving transparency and data privacy.
The integration further reinforces the role of DSPs as centralized execution environments capable of supporting multiple data providers, technologies, and advertising channels through a unified framework.
As AI and automation continue to influence digital advertising strategies, initiatives such as ARTF are expected to play an important role in enabling secure collaboration between platforms, data providers, and intelligent advertising systems.
