#United States #New York #digital advertising #IAB Tech Lab #Event and Conversion API

IAB Tech Lab Introduces ECAPI for Digital Advertising

On January 20, 2026, the IAB Tech Lab, a key player in establishing technical standards for the digital advertising industry, announced the launch of the Event and Conversion API (ECAPI). This new specification aims to create a unified framework for how marketing events and measurable results are communicated between advertisers, advertising platforms, and partners.

Objectives of ECAPI

The ECAPI seeks to eliminate the complexities associated with current advertising integration processes. According to Anthony Katsur, CEO of IAB Tech Lab, the aim is to provide a standardized method for sharing marketing-related events, which can help reduce friction and foster growth within the digital advertising space.

The new API will be open for public comments until February 20, 2026, offering industry stakeholders an opportunity to provide feedback and encourage broader adoption of this standard. Katsur emphasizes the importance of community involvement in refining ECAPI, urging professionals to challenge and test the framework during the comment period.

Features and Benefits

Designed to encapsulate a wide range of marketing activities, ECAPI includes standardized definitions for various full-funnel events. These events range from initial consumer engagement to lower-funnel conversion metrics. By utilizing a consistent format for data transmission, ECAPI facilitates more effective campaign optimizations.

Currently, different advertising platforms implement their own conversions APIs, leading to a fragmented ecosystem that can complicate integrations. ECAPI aims to simplify these processes, providing a scalable solution that adjusts to new business metrics and advertising practices without necessitating complete custom development for each partner integration.

This streamlined approach, according to Steven Ware Jones from Meta, supports privacy and transparency while providing consistent standards that help marketers derive deeper insights into their campaign performances.

Barbara Kalicki, from Publicis Sapient, further elaborates on the benefits of ECAPI. She states it creates a standardized language that minimizes integration overhead, allowing companies to concentrate on enhancing the value of the data exchanged rather than repeatedly reconstructing similar solutions.

Future Directions

The introduction of ECAPI represents a significant shift toward a cohesive and interoperable digital advertising infrastructure. It is also aligned with the IAB Tech Lab's broader initiative aimed at supporting agentic advertising—advertising that utilizes outcomes-based buying and selling practices through advanced technology.

This API not only represents a technical advancement but also a community-driven effort to improve the digital marketing landscape. The goal is to make it easier for advertisers to manage their data effectively and derive meaningful insights that can boost ROI.

As the feedback period progresses, all stakeholders in the digital advertising space are encouraged to engage with the IAB Tech Lab’s efforts, ensuring that ECAPI meets the evolving needs of the industry.

How to Participate

Industry professionals interested in providing feedback on the Event and Conversion API (ECAPI) can find more information at IAB Tech Lab. Participation in this initiative not only contributes to making a robust advertising ecosystem but also enhances individual success within it.

In conclusion, IAB Tech Lab’s ECAPI aims to set the stage for innovative solutions that will enable agencies and advertisers to operate more efficiently, optimally utilizing their resources in the ever-evolving digital marketplace.

As digital marketing continues to grow, embracing such standards will undoubtedly pave the way for future advancements and a more integrated approach to advertising.