"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,"
""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.""
""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."
IAB Tech Lab released version 1.0 of a Deals API to standardize how supply-side platforms (SSPs) and demand-side platforms (DSPs) sync deal information. The API aims to reduce manual errors that disrupt private marketplace (PMP) transactions and to introduce consistent structure and visibility across deal management. The public comment period runs through the end of January. The spec clarifies roles by identifying sellers, deal packagers, and curators, targeting mismatches, delivery shortfalls, and under-monetized inventory. The API seeks to improve transparency, accuracy, and operational efficiency for deal-driven media buying, especially in curation-heavy environments like streaming.
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