{"id":10614,"date":"2025-12-04T18:40:21","date_gmt":"2025-12-05T00:40:21","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=10614"},"modified":"2025-12-04T18:40:21","modified_gmt":"2025-12-05T00:40:21","slug":"iab-tech-lab-proposes-deals-api-for-programmatic-advertising","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=10614","title":{"rendered":"IAB Tech Lab proposes Deals API for programmatic advertising"},"content":{"rendered":"
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In a move that could clean up one of programmatic advertising\u2019s messier processes, IAB Tech Lab has released version 1.0 of its proposed Deals API for public comment. The new spec introduces a standardized way for supply-side platforms (SSPs) and demand-side platforms (DSPs) to sync deal data\u2014cutting down on the manual errors that often derail private marketplace (PMP) transactions.<\/p>\n

The public comment period runs through the end of January, and early feedback suggests the industry sees this as more than just a technical fix\u2014it\u2019s a long-overdue efficiency upgrade for deal-driven media buying.<\/p>\n

Dig deeper: IAB Tech Lab unveils Agentic RTB Framework to boost real-time ad trading efficiency<\/a><\/em><\/strong><\/p>\n

\u201cThe Deals API sync capability directly addresses a key inefficiency in the programmatic supply chain for high-value, curated, private marketplaces,\u201d Anthony Katsur, CEO of IAB Tech Lab, said in a release. \u201cIt improves transparency and accuracy for all parties, and builds confidence in a channel that\u2019s vital for publisher growth at a time when open web traffic is under pressure.\u201d<\/p>\n

Deals are especially important in curation-heavy environments, such as streaming, where they often serve as the primary monetization strategy. But today\u2019s deal management is still largely manual\u2014spread across spreadsheets and inconsistent interfaces\u2014which opens the door to mismatches, delivery shortfalls, and confusion about who\u2019s actually involved in packaging and selling the inventory.<\/p>\n

Consistent structure<\/h2>\n

\u201cTwo-thirds of deals are configured with the desired supply, yet deliver no or very little revenue,\u201d Magnite VP of Product Nick Allen said in a release. That inefficiency isn\u2019t just frustrating\u2014it\u2019s expensive.<\/p>\n

The proposed API addresses this by introducing a consistent structure and increased visibility. It clearly identifies the seller, the deal packager, and the curator\u2014bringing long-missing clarity to who\u2019s responsible for what. That\u2019s especially critical as curation becomes a dominant force in programmatic.<\/p>\n

\u201cThis formalizes needs we\u2019ve all had for years,\u201d said Anna-Maria Nalepa, senior technical product manager at Basis Technologies. \u201cIt not only helps collaboration and data cleanliness, but for the first time it brings transparency into who\u2019s involved in curated deals and what role they play.\u201d<\/p>\n

Future versions of the API aim to go further, supporting full discoverability so that every player in a deal can see who else is involved and their respective roles.<\/p>\n

\u201cAs the curation category matures, media buyers and their DSP partners should have basic line of sight into the companies that are packaging inventory,\u201d Chris Kane, founder of Jounce Media, said in a release. \u201cA standardized deal API is one critical step toward more trusted sell-side decisioning.\u201d <\/p>\n

To participate in the public comment process or to review the full specification, click here<\/a>. <\/p>\n

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The post IAB Tech Lab proposes Deals API for programmatic advertising<\/a> appeared first on MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"

In a move that could clean up one of programmatic advertising\u2019s messier processes, IAB Tech Lab has released version 1.0 of its proposed Deals API for public comment. The new spec introduces a standardized way for supply-side platforms (SSPs) and demand-side platforms (DSPs) to sync deal data\u2014cutting down on the manual errors that often derail … <\/p>\n

Read more “IAB Tech Lab proposes Deals API for programmatic advertising”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10614","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"featured_media_urls":{"thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/iab-tech-labBIG.png",0,0,false],"medium":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/iab-tech-labBIG.png",0,0,false],"medium_large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/iab-tech-labBIG.png",0,0,false],"large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/iab-tech-labBIG.png",0,0,false],"1536x1536":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/iab-tech-labBIG.png",0,0,false],"2048x2048":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/iab-tech-labBIG.png",0,0,false],"inspiro-featured-image":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/iab-tech-labBIG.png",0,0,false],"inspiro-loop":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/iab-tech-labBIG.png",0,0,false],"inspiro-loop@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/iab-tech-labBIG.png",0,0,false],"portfolio_item-thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/iab-tech-labBIG.png",0,0,false],"portfolio_item-thumbnail@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/iab-tech-labBIG.png",0,0,false],"portfolio_item-masonry":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/iab-tech-labBIG.png",0,0,false],"portfolio_item-masonry@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/iab-tech-labBIG.png",0,0,false],"portfolio_item-thumbnail_cinema":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/iab-tech-labBIG.png",0,0,false],"portfolio_item-thumbnail_portrait":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/iab-tech-labBIG.png",0,0,false],"portfolio_item-thumbnail_portrait@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/iab-tech-labBIG.png",0,0,false],"portfolio_item-thumbnail_square":["https:\/\/martech.org\/wp-content\/uploads\/2025\/10\/iab-tech-labBIG.png",0,0,false]},"_links":{"self":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10614","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10614"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10614\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10614"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=10614"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=10614"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}