Adds Tech Lab Agentic Audiences by therevoltingx · Pull Request #14626 · prebid/Prebid.js

therevoltingx · 2026-03-22T00:10:37Z

Add Agentic Audience Adapter RTD Module

Description

This PR adds a new RTD (Real-Time Data) provider module that injects Agentic Audiences (vector-based) signals into the OpenRTB bid request. Output follows the OpenRTB community extension Agentic Audiences in OpenRTB. Background: IABTechLab Agentic Audiences.

The module reads agentic audience data from browser storage (localStorage or cookie) and injects it into user.data with standard Segment objects (id, name, ext).

Features

Multi-provider support, no per-provider Prebid modules: Configure any number of vendors under params.providers. Each key (e.g. liveramp, raptive, or a label for a partner not represented by its own Prebid module) becomes user.data[].name for that provider’s segments. No extra Prebid.js modules per provider—only this RTD submodule, plus a storageKey per entry. Future or custom providers work whenever their script stores the Storage Format blob at that key.
Configuration: If params.providers is missing, empty, or not an object, init returns false and no data is injected.
OpenRTB-aligned segments: Each stored entry is copied into Segment with Agentic Audiences fields in ext (ver, vector, dimension, model, type); the module does not validate or normalize those values
Base64 storage: Wrapper JSON in cookie/localStorage is read via atob + JSON.parse as in Storage Format

Configuration

pbjs.setConfig({
  realTimeData: {
    auctionDelay: 300,
    dataProviders: [{
      name: 'agenticAudience',
      waitForIt: true,
      params: {
        providers: {
          liveramp: { storageKey: '_lr_agentic_audiences_' },
          raptive: { storageKey: '_raptive_agentic_audiences_' }
        }
      }
    }]
  }
});

Module `params` (this submodule)

These are the fields under realTimeData.dataProviders[].params when name is agenticAudience. Other dataProvider options (e.g. waitForIt) are generic RTD behavior, not read by this module.

Parameter	Type	Description
`providers`	`Object`	Map from provider label to per-provider settings. The label becomes OpenRTB `user.data[].name`. If `providers` is missing, not an object, or has no own keys, `init` returns `false` and no segments are injected.

Each value in providers is an object. Only the following property is read:

Parameter	Type	Description
`storageKey`	`string`	Storage key passed to `localStorage` and, if unset there, the cookie API. If missing or falsy, that provider entry is skipped (no `user.data` row for it).

Provider keys are arbitrary strings chosen by the publisher (or convention with a data partner). There is no whitelist in the module: a key for a future vendor is valid as long as you point storageKey at where that partner’s script stores data, using the same JSON shape as in Storage Format.

Storage Format

The outer stored value is base64-encoded JSON with an entries array. Each entry maps to one OpenRTB Segment. Description column text is from the OpenRTB community extension Agentic Audiences in OpenRTB (Data.segment and Segment.ext).

Field	Type	Description
id	string	ID of the data segment (standard Segment field).
name	string	Descriptive name for the segment (standard Segment field).
ver	string	Specification version for embedding schema compatibility (e.g., `"1.0.0"`).
vector	string	Base64-encoded embedding. The binary payload is Float32 values packed as IEEE 754 binary32 in little-endian byte order (4 bytes per value), concatenated, then standard Base64 (RFC 4648).
dimension	number	Number of Float32 values in the embedding. Must equal `(Base64-decoded byte length) / 4`. The decoded byte length must be divisible by 4. This field allows a DSP (or other consumer) to perform rapid validation—for example, by comparing `dimension` to an expected length for a given `model` before or without fully decoding the vector.
model	string	Model identifier that produced the embedding (e.g., `"sbert-mini-ctx-001"`).
type	number array	Embedding type(s): `1` = identity, `2` = contextual, `3` = reinforcement. An entry may encode multiple signal types.

OpenRTB Output

Per Agentic Audiences in OpenRTB, the module appends one Data object under user.data for each configured provider that has at least one mappable segment after reading storage.

Single provider

Each Data object’s name is the provider key from params.providers (e.g. liveramp). segment is built from that provider’s stored entries array.

{
  "user": {
    "data": [
      {
        "name": "liveramp",
        "segment": [
          {
            "id": "agentic-audiences",
            "ext": {
              "ver": "1.0.0",
              "vector": "<Base64 Float32 little-endian per spec>",
              "dimension": 3,
              "model": "sbert-mini-ctx-001",
              "type": [1, 2]
            }
          }
        ]
      }
    ]
  }
}

Multiple providers

With several providers (e.g. liveramp and raptive), each reads its own storageKey; user.data contains one element per provider that returned segments, in iteration order of Object.keys(params.providers) (insertion order for ordinary objects).

{
  "user": {
    "data": [
      {
        "name": "liveramp",
        "segment": [
          {
            "id": "agentic-audiences",
            "ext": {
              "ver": "1.0.0",
              "vector": "<Base64 from liveramp storage>",
              "dimension": 384,
              "model": "sbert-mini-ctx-001",
              "type": [1]
            }
          }
        ]
      },
      {
        "name": "raptive",
        "segment": [
          {
            "id": "agentic-audiences",
            "ext": {
              "ver": "1.0.0",
              "vector": "<Base64 from raptive storage>",
              "dimension": 256,
              "model": "raptive-embed-v1",
              "type": [2]
            }
          }
        ]
      }
    ]
  }
}

The sample id values above mirror a typical stored entry; segment id and name are copied from storage as provided (the examples omit name on the segment only for brevity).

The vector in each ext is whatever string was stored per entry (OpenRTB Base64 Float32 LE per spec); this module does not encode or decode it.

Files Changed

modules/agenticAudienceAdapter.js - RTD submodule implementation
test/spec/modules/agenticAudienceAdapter_spec.js - Unit tests

Build

gulp build --modules="rtdModule,agenticAudienceAdapter,..."

Testing

npm test -- --file "test/spec/modules/agenticAudienceAdapter_spec.js"

References

github-actions · 2026-03-22T00:13:39Z

Whoa there partner! This project is migrating to typescript. Consider changing the new JS files to TS, with well-defined types for what interacts with the prebid public API (for example: bid params and configuration). Thanks!

modules/agenticAudienceAdapter.js

Tread carefully! This PR adds 1 linter warning (possibly disabled through directives):

modules/agenticAudienceAdapter.js (+1 warning)

chatgpt-codex-connector

💡 Codex Review

Here are some automated review suggestions for this pull request.

Reviewed commit: 01b523c7e3

ℹ️ About Codex in GitHub

Codex has been enabled to automatically review pull requests in this repo. Reviews are triggered when you

Open a pull request for review
Mark a draft as ready
Comment "@codex review".

If Codex has suggestions, it will comment; otherwise it will react with 👍.

When you sign up for Codex through ChatGPT, Codex can also answer questions or update the PR, like "@codex address that feedback".

chatgpt-codex-connector · 2026-03-22T00:18:59Z

modules/agenticAudienceAdapter.js

+  getBidRequestData
+};
+
+submodule(REAL_TIME_MODULE, agenticAudienceAdapterSubmodule);


Register the new RTD submodule in .submodules.json

If a publisher builds with --modules=agenticAudienceAdapter and relies on the normal parent-module auto-inclusion, this submodule will never run because gulpHelpers.getArgModules() only prepends rtdModule for names listed in modules/.submodules.json (gulpHelpers.js:61-68), and agenticAudienceAdapter is not added there. The bundle will compile, but the RTD hook is missing at runtime, so the adapter silently does nothing.

Useful? React with 👍 / 👎.

i added the module to modules/.submodules.json

chatgpt-codex-connector · 2026-03-22T00:18:59Z

modules/agenticAudienceAdapter.js

+export const agenticAudienceAdapterSubmodule = {
+  name: MODULE_NAME,
+  init,
+  getBidRequestData


Declare a GVL ID for GDPR-enforced deployments

On sites that enable consentManagementTcf with tcfControl, this submodule is treated as an unknown vendor because the registration object never sets gvlid. attachRealTimeDataProvider() only records submodule.gvlid (modules/rtdModule/index.js:198-200), and tcfControl resolves that ID before allowing storage access and UFPD enrichment (modules/tcfControl.js:110-138, 245-257). In that setup, the localStorage/cookie read and the user.data update are both blocked unless the publisher adds a manual gvlMapping, so the module effectively does nothing on GDPR traffic.

Useful? React with 👍 / 👎.

I have added VENDORLESS_GVLID

modules/agenticAudienceAdapter.md

patmmccann · 2026-03-22T00:28:32Z

modules/agenticAudienceAdapter.md

+## References
+
+- [IABTechLab Agentic Audiences](https://github.com/IABTechLab/agentic-audiences)
+- [Agentic Audiences in OpenRTB](https://github.com/IABTechLab/agentic-audiences) (Segment extension proposal)


This does not appear to be the correct reference

Looks like the correct place is actually

InteractiveAdvertisingBureau/openrtb#210

patmmccann · 2026-03-22T00:34:30Z

modules/agenticAudienceAdapter.md

+            "model": "sbert-mini-ctx-001",
+            "dimension": 3,
+            "type": [1, 2]
+          }


A bunch of required fields are missing

See https://github.com/IABTechLab/agentic-audiences/blob/85df65c44b6727746f2850efd5aa63e372028bcc/specs/v1.0/embedding-taxonomy.md?plain=1#L311

patmmccann · 2026-03-22T00:36:08Z

modules/agenticAudienceAdapter.js

+const REAL_TIME_MODULE = 'realTimeData';
+const MODULE_NAME = 'agenticAudience';
+
+export const DEFAULT_PROVIDERS = {


Please remove references to specific vendors in the code and just move this into the documentation so the publisher chooses it with config

patmmccann · 2026-03-22T00:39:01Z

modules/agenticAudienceAdapter.md

+
+This RTD module injects Agentic Audiences (vector-based) signals into the OpenRTB bid request. Agentic Audiences is an open standard by [IABTechLab](https://github.com/IABTechLab/agentic-audiences) for exchanging semantic embeddings—identity, contextual, and reinforcement signals—in a privacy-preserving, interoperable format.
+
+The module reads agentic audience data from browser storage (localStorage or cookie) and adds it to `user.data` as segment extensions for downstream bidders.


This generally feels unnecessary, is this intended as an example? Liveramp and optable are both rather capable of maintaining their own modules. This would allow them to communicate with their endpoints rather than relying on data being in storage, which seems like a bad place for it given the alternatives

patmmccann · 2026-03-22T00:41:18Z

test/spec/modules/agenticAudienceAdapter_spec.js

+        user: {
+          data: [
+            {
+              name: 'live_ramp',


Why are you breaking up liveramps name

patmmccann · 2026-03-22T00:42:10Z

test/spec/modules/agenticAudienceAdapter_spec.js

+          data: [
+            {
+              name: 'live_ramp',
+              segment: [


Again this looks rather incomplete and is not in the segment object spec

patmmccann · 2026-03-22T00:43:01Z

modules/agenticAudienceAdapter.md

+gulp build --modules="rtdModule,agenticAudienceAdapter,..."
+```
+
+> Note that the global RTD module, `rtdModule`, is a prerequisite.


You need to commit to submodules.json in that case

patmmccann · 2026-03-22T00:43:30Z

modules/agenticAudienceAdapter.md

+      name: 'agenticAudience',
+      waitForIt: true,
+      params: {
+        providers: {


Please define types for this entire interface

hi i added a proper type table below. let me know if that's what you meant

patmmccann · 2026-03-22T00:44:19Z

modules/agenticAudienceAdapter.md

+| dimension | number | Vector dimension |
+| type | number[] | Embedding type(s): identity, contextual, reinforcement |
+
+These fields align with the [Agentic Audiences OpenRTB Segment extension](https://github.com/IABTechLab/agentic-audiences).


This extension does not appear to be at this link and youre not using extension fields

patmmccann · 2026-03-22T00:49:43Z

Generally what's your goal here? Optable and liveramp both already have modules they could pr to inject their embeddings. It's unclear what utility this has

github-actions · 2026-03-22T01:04:05Z

Whoa there partner! This project is migrating to typescript. Consider changing the new JS files to TS, with well-defined types for what interacts with the prebid public API (for example: bid params and configuration). Thanks!

modules/agenticAudienceAdapter.js

therevoltingx · 2026-03-22T01:29:53Z

@patmmccann thanks for the review comments. just realized that i actually have to get this: InteractiveAdvertisingBureau/openrtb#210 merged before even tackling this.

let me get that PR merged first before circling back to this PR. i will also ask liveramp and internally if we can just ask vendors to update their own prebid modules.

patmmccann · 2026-03-22T11:04:06Z

@patmmccann thanks for the review comments. just realized that i actually have to get this: InteractiveAdvertisingBureau/openrtb#210 merged before even tackling this.

let me get that PR merged first before circling back to this PR. i will also ask liveramp and internally if we can just ask vendors to update their own prebid modules.

Great! We're really looking forward to transacting on this, thanks for pushing it forward

github-actions · 2026-04-01T08:35:09Z

Whoa there partner! This project is migrating to typescript. Consider changing the new JS files to TS, with well-defined types for what interacts with the prebid public API (for example: bid params and configuration). Thanks!

modules/agenticAudienceAdapter.js

github-actions · 2026-04-01T16:22:04Z

Whoa there partner! This project is migrating to typescript. Consider changing the new JS files to TS, with well-defined types for what interacts with the prebid public API (for example: bid params and configuration). Thanks!

modules/agenticAudienceAdapter.js

github-actions · 2026-04-06T19:13:14Z

Whoa there partner! This project is migrating to typescript. Consider changing the new JS files to TS, with well-defined types for what interacts with the prebid public API (for example: bid params and configuration). Thanks!

modules/agenticAudienceAdapter.js

github-actions · 2026-04-06T19:13:45Z

Whoa there partner! This project is migrating to typescript. Consider changing the new JS files to TS, with well-defined types for what interacts with the prebid public API (for example: bid params and configuration). Thanks!

modules/agenticAudienceAdapter.js

coveralls · 2026-04-06T19:23:56Z

Coverage Report for PR #14626

Coverage increased (+0.002%) to 96.344%

Diff Coverage: 219 of 222 changed lines covered (98.65%)

Uncovered Changes

File	Covered	Changed	%
modules/agenticAudienceAdapter.js	44	47	93.62%

Coverage Regressions

3 previously-covered lines in 2 files lost coverage.

File	Lines Lost	Coverage
modules/browsiAnalyticsAdapter.js	1	92.31%
modules/widespaceBidAdapter.js	2	83.67%


Change from base Build 23950616689:	0.002%
Covered Lines:	216935
Relevant Lines:	225168

💛 - Coveralls

therevoltingx · 2026-04-06T21:10:50Z

@patmmccann
ok we are now ready to resume attempting to release this module.

we discussed with liveramp and internally and the main idea here is to have one universal module for agentic audiences. this is the same approach we took for PAIR btw.

but basically providers don't have to go through the whole PR->merge process and simply document their configuration for this module.

hope that explanation makes sense and let me know if i missed anything with the PR.
i also added a PR for its documentation here: prebid/prebid.github.io#6518

chatgpt-codex-connector bot reviewed Mar 22, 2026

View reviewed changes

patmmccann reviewed Mar 22, 2026

View reviewed changes

modules/agenticAudienceAdapter.md Outdated Show resolved Hide resolved

therevoltingx mentioned this pull request Mar 22, 2026

Adds Agentic Audience InteractiveAdvertisingBureau/openrtb#210

Merged

patmmccann reviewed Mar 22, 2026

View reviewed changes

patmmccann changed the title ~~Agentic Audiences: Adds New Module for Agentic Audiences by Tech Lab~~ Agentic Audiences rtd: initial commit Mar 22, 2026

patmmccann requested changes Mar 22, 2026

View reviewed changes

patmmccann self-assigned this Mar 22, 2026

patmmccann added the feature label Mar 22, 2026

therevoltingx marked this pull request as draft March 22, 2026 01:06

Miguel Morales added 11 commits April 6, 2026 12:10

adds agentic audiences

db010a4

fixes typo and updates docs

10439f1

fixes data object

9d09c9a

adds example

5637f67

uses multiple data entries

d9afb51

adds agentic audiences spec

ca0e24e

uses snakecase

4c05e71

cleans up implementation

e6bb76d

updates to latest extension

a632c75

adds vendorless id

fd5db4d

adds to submodules.json

21ebd4d

therevoltingx force-pushed the feature/adds-agentic-audiences branch from fae6daf to 21ebd4d Compare April 6, 2026 19:10

therevoltingx marked this pull request as ready for review April 6, 2026 19:12

review-assignment-bot bot requested a review from robertrmartinez April 6, 2026 19:13

therevoltingx mentioned this pull request Apr 6, 2026

adds agentic audiences module docs prebid/prebid.github.io#6518

Open

8 tasks

therevoltingx changed the title ~~Agentic Audiences rtd: initial commit~~ Adds Tech Lab Agentic Audiences Apr 7, 2026


		This RTD module injects Agentic Audiences (vector-based) signals into the OpenRTB bid request. Agentic Audiences is an open standard by [IABTechLab](https://github.com/IABTechLab/agentic-audiences) for exchanging semantic embeddings—identity, contextual, and reinforcement signals—in a privacy-preserving, interoperable format.

		The module reads agentic audience data from browser storage (localStorage or cookie) and adds it to `user.data` as segment extensions for downstream bidders.

Conversation

therevoltingx commented Mar 22, 2026 • edited Loading Uh oh! There was an error while loading. Please reload this page.

Uh oh!

Add Agentic Audience Adapter RTD Module

Description

Features

Configuration

Module params (this submodule)

Storage Format

OpenRTB Output

Single provider

Multiple providers

Files Changed

Build

Testing

References

Uh oh!

github-actions bot commented Mar 22, 2026

Uh oh!

chatgpt-codex-connector bot left a comment

Choose a reason for hiding this comment

💡 Codex Review

Uh oh!

chatgpt-codex-connector bot Mar 22, 2026

Choose a reason for hiding this comment

Uh oh!

Choose a reason for hiding this comment

Uh oh!

chatgpt-codex-connector bot Mar 22, 2026

Choose a reason for hiding this comment

Uh oh!

Choose a reason for hiding this comment

Uh oh!

Uh oh!

Choose a reason for hiding this comment

Uh oh!

Choose a reason for hiding this comment

Uh oh!

Choose a reason for hiding this comment

Uh oh!

Choose a reason for hiding this comment

Uh oh!

Choose a reason for hiding this comment

Uh oh!

Choose a reason for hiding this comment

Uh oh!

Choose a reason for hiding this comment

Uh oh!

Choose a reason for hiding this comment

Uh oh!

Choose a reason for hiding this comment

Uh oh!

Choose a reason for hiding this comment

Uh oh!

Choose a reason for hiding this comment

Uh oh!

patmmccann commented Mar 22, 2026

Uh oh!

github-actions bot commented Mar 22, 2026

Uh oh!

therevoltingx commented Mar 22, 2026

Uh oh!

patmmccann commented Mar 22, 2026

Uh oh!

github-actions bot commented Apr 1, 2026

Uh oh!

github-actions bot commented Apr 1, 2026

Uh oh!

github-actions bot commented Apr 6, 2026

Uh oh!

github-actions bot commented Apr 6, 2026

Uh oh!

coveralls commented Apr 6, 2026

Coverage Report for PR #14626

Coverage increased (+0.002%) to 96.344%

Diff Coverage: 219 of 222 changed lines covered (98.65%)

Uncovered Changes

Coverage Regressions

💛 - Coveralls

Uh oh!

therevoltingx commented Mar 22, 2026 •

edited

Loading

Module `params` (this submodule)