The IAB Tech Lab has released Deals API v1.0, a new industry specification designed to standardise how programmatic deals are synced between SSPs and DSPs tackling one of the most persistent inefficiencies in the programmatic advertising supply chain.The API introduces a unified framework for deal synchronisation, reducing manual errors, improving operational efficiency, and bringing long-needed clarity to curated and private marketplace (PMP) transactions.This isn’t just a technical upgrade.It’s a structural reset for deal-based programmatic advertising.
Why This Matters Now
Deals are increasingly central to programmatic advertising—especially across curation, premium inventory, and streaming environments. Yet the infrastructure behind deals has remained fragmented and manual.
Today’s reality:
- Deals are often entered manually across platforms
- Mismatches lead to under-delivery or zero revenue
- Ownership and responsibility are frequently unclear
According to Magnite, two-thirds of programmatic deals are set up with the intended supply but deliver little to no revenue a clear sign of systemic inefficiency.
The Deals API directly targets this gap.
What Deals API v1.0 Changes
At its core, the Deals API v1.0 provides a standardised way to sync deal metadata across the buy and sell sides.
Key improvements include:
- Clear identification of all entities involved in deal packaging
- Reduced duplication and configuration errors
- Improved transparency into who owns, curates, and sells each deal
- Better accountability across SSPs, DSPs, and intermediaries
By formalising how deals are shared and understood, the API enables cleaner execution at scale.
Transparency as a Growth Lever
Anthony Katsur, CEO of IAB Tech Lab, highlighted the broader impact of the release:
“The Deals API sync capability directly addresses a key inefficiency in the programmatic supply chain for high-value, curated, private marketplaces.”
Crucially, the API allows all parties including curators to prove transparency, improving accuracy and confidence in deal-based transactions.In an era of reduced traffic and tightening publisher margins, deal-based media represents a vital growth opportunity if it works as intended.
Solving the Curation Blind Spot
As curation matures, a major challenge has been visibility buyers often lack insight into who is packaging inventory and in what capacity.Anna-Maria Nalepa, Senior Technical Product Manager at Basis Technologies, noted that the API goes beyond operational cleanup:
“The API novelly addresses curation by bringing transparency to deals including information about who is involved and in what capacity.”
This clarity lays the foundation for:
- Better collaboration between partners
- Cleaner data as deal volumes grow
- Future innovation in deal management
Industry Backing Signals Momentum
Chris Kane, Founder of Jounce Media, reinforced why standardisation matters:
“As the curation category matures, media buyers and their DSP partners should have basic line of sight into the companies that are packaging inventory.”
A standardised Deals API represents a critical step toward trusted sell-side decisioning in an ecosystem long challenged by opacity and intermediaries.
The Bigger Trend: Infrastructure Over Optimisation
The launch of Deals API v1.0 reflects a broader shift in adtech priorities:
- Fixing foundational plumbing before layering optimisation
- Rebuilding trust through transparency
- Enabling deal-driven buying at scale
As programmatic advertising becomes more curated and premium-led, standardsnot shortcuts will determine who wins.
IAB Tech Lab’s Deals API v1.0 marks a pivotal moment for programmatic advertising.
It signals that:
- Deals are no longer edge cases they’re core infrastructure
- Transparency is essential for growth, not optional
- Standardisation is the unlock for scalable, trusted marketplaces
This isn’t just about syncing deals.It’s about restoring confidence in how programmatic value is created and delivered.
