"The goal? Less friction, more clarity. "Advertisers and platforms are already doing this in parallel," said Anthony Katsur, CEO of IAB Tech Lab, in a statement. "ECAPI gives everyone a shared foundation so teams can focus on results, not endless integrations." Dig deeper: 5 ways to improve marketing measurement in 2026 At its core, ECAPI defines a common set of full-funnel events - from upper-funnel engagement to bottom-funnel conversions - that advertisers can send in a consistent format."
"Today, many platforms run their own versions of Conversion APIs. But that often means custom work for every integration - 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. This spec is also part of IAB Tech Lab's broader push toward agentic marketing, where AI agents optimize outcomes across the funnel based on shared signals and measurable goals."
IAB Tech Lab introduced the Event and Conversion API (ECAPI) to standardize how advertisers communicate marketing events and conversions to platforms and partners. The specification defines a common set of full-funnel events — from upper-funnel engagement to bottom-funnel conversions — so advertisers can send events in a consistent format. Standardization aims to reduce integration friction, produce cleaner data for platforms, provide better inputs for AI agents, and enable smoother campaign optimization. ECAPI offers a flexible alternative to many platform-specific conversion APIs, allowing platform-specific needs without requiring custom integrations. The spec supports a move toward agentic marketing where AI agents optimize outcomes.
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