IAB Tech Lab proposes Deals API for programmatic advertising

In a move that could clean up one of programmatic advertising’s 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—cutting down on the manual errors that often derail private marketplace (PMP) transactions.

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—it’s a long-overdue efficiency upgrade for deal-driven media buying.

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“The Deals API sync capability directly addresses a key inefficiency in the programmatic supply chain for high-value, curated, private marketplaces,” Anthony Katsur, CEO of IAB Tech Lab, said in a release. “It improves transparency and accuracy for all parties, and builds confidence in a channel that’s vital for publisher growth at a time when open web traffic is under pressure.”

Deals are especially important in curation-heavy environments, such as streaming, where they often serve as the primary monetization strategy. But today’s deal management is still largely manual—spread across spreadsheets and inconsistent interfaces—which opens the door to mismatches, delivery shortfalls, and confusion about who’s actually involved in packaging and selling the inventory.

Consistent structure

“Two-thirds of deals are configured with the desired supply, yet deliver no or very little revenue,” Magnite VP of Product Nick Allen said in a release. That inefficiency isn’t just frustrating—it’s expensive.

The proposed API addresses this by introducing a consistent structure and increased visibility. It clearly identifies the seller, the deal packager, and the curator—bringing long-missing clarity to who’s responsible for what. That’s especially critical as curation becomes a dominant force in programmatic.

“This formalizes needs we’ve all had for years,” said Anna-Maria Nalepa, senior technical product manager at Basis Technologies. “It not only helps collaboration and data cleanliness, but for the first time it brings transparency into who’s involved in curated deals and what role they play.”

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.

“As the curation category matures, media buyers and their DSP partners should have basic line of sight into the companies that are packaging inventory,” Chris Kane, founder of Jounce Media, said in a release. “A standardized deal API is one critical step toward more trusted sell-side decisioning.”

To participate in the public comment process or to review the full specification, click here.

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