IAB Tech Lab Operationalizes Agentic Audiences with Embeddings

IAB Tech Lab has operationalized the Agentic Audiences standard — a privacy-preserving format for exchanging vector embeddings representing audience intelligence — by publishing an OpenRTB community extension and a Prebid module that enable passing embeddings in bid requests. The Agentic Audiences specification (donated to IAB Tech Lab by LiveRamp) is an interoperable messaging envelope describing embeddings and the models that produced them; it is not itself an embedding model. The OpenRTB extension minimizes payload size by base64-encoding vectors and requires fields such as id, name, version, vector, dimension, model, and type. LiveRamp also donated an open-source scorer demonstrating how to extract and compare embeddings against campaign targeting. IAB Tech Lab has launched a dedicated Agentic Audiences Task Force to accelerate adoption and experimentation.