Observed Signal · Mar 24, 2026 · Technical Release · Source: https://iabtechlab.com/feed/ · Impact: 4/5 · Sentiment: Positive
IAB Tech Lab Proposes ECAPI for Server-Side Measurement
The IAB Tech Lab introduced the ECAPI (Event and Conversion API) specification as a reference architecture for server-side transmission of conversion events between advertisers, technology providers and advertising platforms. ECAPI promotes a modular event pipeline—event generation, enrichment, and routing/delivery—so backend systems (transaction databases, CRM, payment systems) can send structured conversion signals via Conversion APIs. The approach aims to reduce browser-driven signal loss, enable value-based optimization (e.g., revenue or LTV-weighted signals), incorporate predictive model outputs into campaign learning, and improve privacy controls through first-party data governance. The article is authored by Paolo Dello Vicario, CEO of Bytek.
ECAPI is a standards-focused technical specification that can change how advertisers, MarTech vendors and ad platforms implement measurement—addressing signal loss, enabling value-weighted optimization and predictive signals, and affecting cross-industry interoperability and privacy practices.
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Key Takeaways & Evidence Grounding
- The IAB Tech Lab published the ECAPI (Event and Conversion API) specification as a reference model for server-side conversion event transmission.
- ECAPI organizes server-side measurement into three layers: Event Generation, Event Enrichment, and Routing & Delivery.
- Conversion APIs enable server-to-server delivery of enriched signals (event type, timestamp, anonymized identifiers, transaction revenue, predictive estimates) to advertising platforms.
- Server-side architectures based on ECAPI aim to reduce reliance on browser-based tracking (third-party cookies, pixels) and to support privacy controls and first-party data governance.
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Related Market Signals & Shifts
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IAB Tech Lab Releases ECAPI Conversion API Spec
IAB Tech Lab published the ECAPI (Event and Conversion API) specification, a standardized technical framework for server-side conversion and event measurement. ECAPI expands on the concept of Conversion API (CAPI) to cover a broader set of events (upper-, mid-, lower-funnel and custom actions), and provides guidance for deduplication, data quality verification, event classification, and both real-time and batch delivery. The spec is designed to be extensible (via an ext object) so publishers and platforms can accept a common inbound format without rebuilding integrations. IAB Tech Lab says adoption reduces engineering overhead across partners, improves signal interoperability, and enables outcome-driven advertising. The full specification is published on GitHub and is available for implementation.
CAPIs: The Future of Measurable Performance in CTV
Streaming platforms are adopting conversion APIs (CAPIs) to bring performance-oriented measurement to connected TV (CTV). Netflix recently unveiled a conversion API aimed at helping advertisers prove outcomes; Roku also publishes a CAPI and an Ads API for its self-serve platform. CAPIs — already common on Meta, Google, Snap and LinkedIn — let brands send first‑party conversion data server‑to‑server to streaming ad platforms, reducing signal loss from privacy restrictions and improving targeting and attribution. Publishers and ad platforms hope these integrations will make CTV measurement more reliable, encourage marketers to allocate more media dollars to streaming, and accelerate the shift toward so‑called “performance TV.” Netflix also rolled out new buyer targeting via Amazon DSP and Yahoo’s DSP the same day it announced its CAPI.
OAAA Launches Programmatic Center of Excellence for DOOH
AI is pushing advertising back into physical spaces due to declining trust in online content, the rise of AI answer engines that bypass websites, and the growth of agentic AI. Out-of-home (OOH) and digital out-of-home (DOOH) advertising are gaining renewed relevance, with US OOH revenue up 10.7% YoY to $3.16B in Q2 and DOOH up 18.5%, representing nearly 40% of category revenue. To guide this evolution, the OAAA has launched a Programmatic & Automation Center of Excellence led by COO Patrick Dolan, focusing on standardization, workflow automation, agentic AI, reporting/attribution, and omnichannel/retail media integration. The initiative aims to automate both programmatic and static OOH processes, addressing friction points. However, this trend raises concerns about consumer opt-out options and the over-commercialization of public spaces, as noted by Ezra Klein.
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