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IAB Tech Lab Unveils Cutting-Edge Deals API

In a significant development for the digital advertising landscape, the IAB Tech Lab has announced the launch of version 1.0 of its Deals API. This new application programming interface represents a crucial step toward standardizing programmatic deal synchronization, aiming to reduce inefficiencies within the programmatic supply chain. With the Deals API, the aim is to facilitate a more seamless and error-free exchange between supply-side platforms (SSPs) and demand-side platforms (DSPs).

Addressing Key Inefficiencies

The launch of the Deals API is timely, as the digital advertising market faces growing challenges in deal management. As noted by Anthony Katsur, CEO of IAB Tech Lab, these inefficiencies often arise from manual data entry processes that lead to errors and miscommunications between parties involved in the deal-making process. "The Deals API sync capability directly addresses a key inefficiency in the programmatic supply chain for high-value, curated, private marketplaces," Katsur stated.

In many cases, the confusion surrounding deal arrangements has led to mismatches and poor revenue performance. Nick Allen, Vice President of Product Management at Magnite, highlighted that approximately two-thirds of deals configured with the expected supply often yield minimal or no revenue. This inconsistency stresses the necessity for a more reliable mechanism to facilitate transparency and accountability among transaction participants.

Enhanced Transparency

One of the standout features of the Deals API is its focus on transparency. By clearly defining the roles of various parties involved in a deal—including sellers, packagers, and curators—the API allows all stakeholders to understand their contributions better. This increased visibility is expected to foster greater trust and collaboration throughout the deal-making process.

As Anna-Maria Nalepa, Senior Technical Product Manager at Basis Technologies, pointed out, this new framework sets the stage for future innovations in deal management. She emphasized that the API is designed to not just address current needs but also to pave the way for growth in the deal-centric economy of digital media.

A Collaborative Future

Chris Kane, Founder of Jounce Media, echoed this sentiment, emphasizing that as the curation category evolves, it’s vital for media buyers and their DSP partners to have insights into who is packaging the inventory. The standardization that the Deals API introduces is a critical step toward achieving a more cohesive and reliable sell-side decision-making process.

As the digital advertising ecosystem becomes increasingly complex, the IAB Tech Lab's initiative to introduce the Deals API is poised to enhance operational efficiency and improve overall transaction outcomes. The open comment period, which runs until January 31, 2026, invites industry stakeholders to share their insights and recommendations, ensuring that the API meets the diverse needs of the market.

For more information about participating in the public comment process or reviewing the full specification, please visit the IAB Tech Lab's official site.

About IAB Tech Lab

Founded in 2014, the IAB Technology Laboratory is a non-profit consortium dedicated to developing technology standards that support growth and trust in the digital media ecosystem. The organization works with various stakeholders, including publishers, ad technology firms, agencies, and marketers, to tackle challenges in brand safety, ad fraud, and programmatic effectiveness.

In conclusion, the launch of the Deals API by the IAB Tech Lab marks an exciting milestone in the quest for streamlined and transparent programmatic advertising processes. It highlights the ongoing evolution of the digital advertising landscape and the importance of collaboration in overcoming existing challenges.