{"id":10719,"date":"2026-01-20T18:39:50","date_gmt":"2026-01-21T00:39:50","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=10719"},"modified":"2026-01-20T18:39:50","modified_gmt":"2026-01-21T00:39:50","slug":"iab-launches-event-and-conversion-api-to-standardize-advertisers-shared-data","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=10719","title":{"rendered":"IAB launches Event and Conversion API to standardize advertisers\u2019 shared data"},"content":{"rendered":"
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The IAB Tech Lab has introduced the Event and Conversion API (ECAPI) to standardize how advertisers communicate key marketing events and conversions to platforms and partners. It\u2019s open for public comment through February 20, 2026.<\/p>\n

The goal? Less friction, more clarity. \u201cAdvertisers and platforms are already doing this in parallel,\u201d said Anthony Katsur, CEO of IAB Tech Lab, in a statement. \u201cECAPI gives everyone a shared foundation so teams can focus on results, not endless integrations.\u201d<\/p>\n

Dig deeper: 5 ways to improve marketing measurement in 2026<\/a><\/em><\/strong><\/p>\n

At its core, ECAPI defines a common set of full-funnel events \u2014 from upper-funnel engagement to bottom-funnel conversions \u2014 that advertisers can send in a consistent format. That means cleaner data for platforms, better inputs for AI agents, and smoother, more consistent campaign optimization across the board.<\/p>\n

Today, many platforms run their own versions of Conversion APIs. But that often means custom work for every integration \u2014 time-consuming and complex to scale, especially as outcome-based buying gains traction. ECAPI offers a standardized, flexible alternative that still allows for platform-specific needs without reinventing the wheel.<\/p>\n

This spec is also part of IAB Tech Lab\u2019s broader push toward agentic marketing, where AI agents optimize outcomes across the funnel based on shared signals and measurable goals.<\/p>\n

\u201cInstead of rebuilding the same solutions over and over, we can focus on the value of the data,\u201d Barbara Kalicki, Associate Director at Publicis Sapient, said in a statement.<\/p>\n

To participate in the public comment process, which will remain open until February 20, 2026, go to\u00a0https:\/\/iabtechlab.com\/standards\/ecapi\/<\/a>.\u00a0<\/p>\n

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The post IAB launches Event and Conversion API to standardize advertisers\u2019 shared data<\/a> appeared first on MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"

The IAB Tech Lab has introduced the Event and Conversion API (ECAPI) to standardize how advertisers communicate key marketing events and conversions to platforms and partners. It\u2019s open for public comment through February 20, 2026. The goal? Less friction, more clarity. \u201cAdvertisers and platforms are already doing this in parallel,\u201d said Anthony Katsur, CEO of … <\/p>\n

Read more “IAB launches Event and Conversion API to standardize advertisers\u2019 shared data”<\/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-10719","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\/10719","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=10719"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10719\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10719"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=10719"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=10719"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}