Mumbai: IAB Tech Lab, the global standards-setting body for digital advertising, has released version 1.0 of its Deals API for public comment. The specification introduces a standardized method for communicating programmatic deals from supply-side platforms (SSPs) to demand-side platforms (DSPs), reducing errors from manual entry and enhancing operational efficiency. The public comment period will remain open until January 31, 2026.
“The Deals API sync capability directly addresses a key inefficiency in the programmatic supply chain for high-value, curated, private marketplaces,” said Anthony Katsur, CEO, IAB Tech Lab. “The ability to prove transparency to all parties involved in packaging and selling the deal, including curators, will improve accuracy and grow confidence in deal-based media transactions, which are a vital opportunity for publisher growth in a time of reduced traffic.”
Deals form a cornerstone of programmatic advertising, particularly in curation and streaming environments. However, manual deal entry often leads to mismatches, under-delivery, and unclear deal ownership. Nick Allen, Vice President, Product Management at Magnite, notes that “two-thirds of deals are configured with the desired supply, yet deliver no or very little revenue.”
Deals API v1.0 introduces greater transparency by explicitly identifying the business entities involved in deal packaging – including sellers, packagers, and curators. This visibility fosters accountability, reduces confusion, and strengthens trust across all transaction parties.
“While much of the Deal Sync capability in this API formalizes long-standing needs around deal management between various parties, it sets the foundation the industry needs for innovation in deal management going forward, given the growing dominance and importance of deals,” said Anna-Maria Nalepa, Senior Technical Product Manager, Basis Technologies. “Beyond enabling better collaboration and allowing for cleaner data as deal volumes grow, the API novelly addresses curation by bringing transparency to deals including information about who is involved and in what capacity. It paves the way for a more transparent, deal-driven programmatic marketplace in an ecosystem historically challenged by complexity and intermediaries.”
Future iterations of the API aim to support discoverability for all deal participants, allowing them to see their inclusion and roles within transactions.
“As the curation category matures, media buyers and their DSP partners should have basic line of sight into the companies that are packaging inventory,” added Chris Kane, Founder of Jounce Media. “A standardized deal API is one critical step toward more trusted sell-side decisioning.”
Stakeholders can participate in the public comment process or review the full specification at IAB Tech Lab’s Deals API page.
