aid: iab-tech-lab name: IAB Tech Lab description: 'IAB Technology Laboratory (IAB Tech Lab) is the non-profit consortium that writes the technical standards the digital advertising supply chain runs on — OpenRTB (real-time bidding), AdCOM, OpenDirect (programmatic direct), VAST and VMAP (video ad serving), the Transparency and Consent Framework and Global Privacy Platform (consent signals), ads.txt, app-ads.txt and sellers.json (supply-chain transparency), the Open Measurement SDK and the content/audience/ad-product taxonomies. Its machine-readable contracts are published in the open on GitHub: an OpenRTB 2.x Protocol Buffers definition, the AdCOM protobuf, an OpenDirect Swagger specification, VAST XSDs, and an agentic-advertising stack (buyer-agent, seller-agent, Deals API, Agentic RTB Framework gRPC) that ships OpenAPI 3.1 contracts, JSON Schema primitives, MCP servers and A2A agent cards as reference implementations. The Tech Lab Tools Portal and its Core API sit behind a member login.' url: https://raw.githubusercontent.com/api-evangelist/iab-tech-lab/refs/heads/main/apis.yml image: https://iabtechlab.com/wp-content/uploads/2017/08/IABTL_Logo_512.png x-type: company x-source: harvest:operator-attribution x-tier: profiled x-tier-reason: enrichment-local-v3 specificationVersion: '0.20' created: '2026-09-17' modified: '2026-09-17' tags: - Company - Advertising - AdTech - Standards - Programmatic - Real-Time Bidding - Consent - Privacy - Video Ads - Agentic Advertising - Non-Profit tags_raw: - Company - Advertising - Ad Tech - Standards - Programmatic - Real-Time Bidding - Consent - Privacy - Video Ads - Agentic Advertising - Non-Profit apis: - aid: iab-tech-lab:opendirect-api name: OpenDirect API description: 'OpenDirect is IAB Tech Lab''s standard REST API for programmatic direct (guaranteed) media buying: organizations, accounts, products, orders, lines, creatives, assignments, change requests and messages exchanged between buyer and seller systems. The 1.5.1 Swagger 2.0 contract is published verbatim; OpenDirect 2.1 is published as prose plus an MCP tool catalog (33 tools) in the mcp-config reference implementation. There is no IAB Tech Lab-hosted instance — every seller hosts its own endpoint, which is why the contract''s host is a placeholder.' humanURL: https://iabtechlab.com/standards/opendirect/ x-base-url-note: No hosted base URL. The specification names host opendirect.example.com (1.5.1) and https://opendirect.example.com/v2.1 (2.1) as placeholders; each implementing seller publishes its own. tags: - Programmatic Direct - Media Buying - Order tags_raw: - Programmatic Direct - Media Buying - Orders properties: - type: Documentation url: https://github.com/InteractiveAdvertisingBureau/OpenDirect - type: OpenAPI url: openapi/iab-tech-lab-opendirect-1-5-1-swagger.yaml - type: MCPServer url: mcp/iab-tech-lab-mcp.yml - type: ToolCrosswalk url: mcp/iab-tech-lab-tool-crosswalk.yml - type: Overlay url: overlays/iab-tech-lab-opendirect-1-5-1-overlay.yaml - type: AgentSkill url: skills/iab-tech-lab-opendirect-book-line.md - aid: iab-tech-lab:agentic-advertising-api name: IAB Agentic Advertising API description: The canonical wire protocol between IAB Tech Lab's buyer and seller agents, published from the iab-agentic-primitives repository as an OpenAPI 3.1 document (catalog, quote-to-book deal flow, negotiation, change requests, A2A JSON-RPC messaging and Agent Card discovery) plus sixteen JSON Schema primitives (Account, Agent, Deal, Line, MediaKit, Negotiation, Order, Product, Proposal and others). Pre-release (0.1.0 / v0.5.1 tag) ahead of a 1.0 IAB Tech Lab standardization. humanURL: https://github.com/IABTechLab/iab-agentic-primitives x-base-url-note: No hosted base URL; the spec declares no servers[] and is implemented by each seller agent. tags: - Agentic Advertising - Deals - Negotiation properties: - type: Documentation url: https://github.com/IABTechLab/iab-agentic-primitives/blob/main/spec/README.md - type: OpenAPI url: openapi/iab-tech-lab-agentic-advertising-api-openapi.yaml - type: JSONSchema url: json-schema/iab-tech-lab-agentic-primitive-deal.json - type: JSONSchema url: json-schema/iab-tech-lab-agentic-primitive-order.json - type: JSONSchema url: json-schema/iab-tech-lab-agentic-primitive-product.json - type: JSONSchema url: json-schema/iab-tech-lab-agentic-primitive-negotiation.json - type: JSONSchema url: json-schema/iab-tech-lab-agentic-primitive-proposal.json - type: JSONSchema url: json-schema/iab-tech-lab-agentic-primitive-mediakit.json - type: JSONSchema url: json-schema/iab-tech-lab-agentic-primitive-agent.json - type: JSONSchema url: json-schema/iab-tech-lab-agentic-primitive-line.json - type: JSONSchema url: json-schema/iab-tech-lab-agentic-primitive-account.json - type: JSONSchema url: json-schema/iab-tech-lab-agentic-primitive-organization.json - type: JSONSchema url: json-schema/iab-tech-lab-agentic-primitive-creative.json - type: JSONSchema url: json-schema/iab-tech-lab-agentic-primitive-creativeapproval.json - type: JSONSchema url: json-schema/iab-tech-lab-agentic-primitive-assignment.json - type: JSONSchema url: json-schema/iab-tech-lab-agentic-primitive-changerequest.json - type: JSONSchema url: json-schema/iab-tech-lab-agentic-primitive-consentcontext.json - type: JSONSchema url: json-schema/iab-tech-lab-agentic-primitive-decisionrecord.json - type: Overlay url: overlays/iab-tech-lab-agentic-advertising-api-overlay.yaml - aid: iab-tech-lab:seller-agent-api name: Seller Agent API description: 'IAB Tech Lab''s reference seller agent for publishers: an OpenAPI 3.1 REST surface (87 operations — products and avails, tiered pricing, quotes, deal booking, negotiation, change requests, orders, packages, curators, SSP distribution, GAM/FreeWheel inventory sync, operator API keys), an MCP server with 46 tools at /mcp/ (Streamable HTTP) or stdio, and an A2A agent card at /.well-known/agent.json. Self-hosted by each publisher; IAB Tech Lab publishes the code and docs, not a hosted instance.' humanURL: https://iabtechlab.github.io/seller-agent/ x-base-url-note: Self-hosted (uvicorn on the publisher's own host); docs use http://localhost:8000 and https://your-server.example.com as placeholders. No IAB Tech Lab-hosted instance was found. tags: - Agentic Advertising - Publishers - Deals - MCP properties: - type: Documentation url: https://iabtechlab.github.io/seller-agent/ - type: APIReference url: https://iabtechlab.github.io/seller-agent/reference/endpoints/ - type: OpenAPI url: openapi/iab-tech-lab-seller-agent-openapi.json - type: SourceCode url: https://github.com/IABTechLab/seller-agent - type: ChangeLog url: https://github.com/IABTechLab/seller-agent/blob/main/CHANGELOG.md - type: Overlay url: overlays/iab-tech-lab-seller-agent-overlay.yaml - type: MCPServer url: mcp/iab-tech-lab-mcp.yml - type: ToolCrosswalk url: mcp/iab-tech-lab-tool-crosswalk.yml - type: AgentSkill url: skills/iab-tech-lab-quote-to-book-deal.md - type: AgentSkill url: skills/iab-tech-lab-negotiate-deal.md - type: ChangeLog url: changelog/iab-tech-lab-changelog.yml - type: CLI url: cli/iab-tech-lab-cli.yml - aid: iab-tech-lab:buyer-agent-api name: Buyer Agent API description: 'IAB Tech Lab''s reference buyer agent for DSPs, agencies and advertisers: an OpenAPI 3.1 REST surface (14 operations — orders and audit trails, booking jobs and approvals, product search, events, reports and campaign metadata) that drives MCP, A2A and REST clients against seller agents to browse media kits, negotiate and book OpenDirect 2.1 deals. Self-hosted; no IAB Tech Lab-hosted instance.' humanURL: https://iabtechlab.github.io/buyer-agent/ x-base-url-note: Self-hosted; the spec declares no servers[]. No IAB Tech Lab-hosted instance was found. tags: - Agentic Advertising - Media Buying - Deals properties: - type: Documentation url: https://iabtechlab.github.io/buyer-agent/ - type: OpenAPI url: openapi/iab-tech-lab-buyer-agent-openapi.json - type: SourceCode url: https://github.com/IABTechLab/buyer-agent - type: Overlay url: overlays/iab-tech-lab-buyer-agent-overlay.yaml - aid: iab-tech-lab:openrtb name: OpenRTB 2.x Protocol description: OpenRTB is the real-time bidding protocol between ad exchanges and bidders. IAB Tech Lab publishes the 2.x specification (current release 2.6-202606) with a Protocol Buffers definition (package com.iabtechlab.openrtb.v2, 69 messages) that is maintained in lockstep with the specification and is the standard binary encoding for OpenRTB. humanURL: https://iabtechlab.com/standards/openrtb/ x-base-url-note: A protocol, not a hosted endpoint — every exchange and bidder pair runs its own OpenRTB bid request/response exchange. tags: - Real-Time Bidding - Programmatic - Protocol Buffers properties: - type: Documentation url: https://github.com/InteractiveAdvertisingBureau/openrtb2.x - type: Protobuf url: grpc/iab-tech-lab-openrtb-v2.proto - type: ChangeLog url: https://github.com/InteractiveAdvertisingBureau/openrtb2.x/releases - type: Protobuf url: grpc/iab-tech-lab-grpc-index.yml - aid: iab-tech-lab:adcom name: AdCOM Protobuf description: Advertising Common Object Model (AdCOM) 1.0 is the shared object layer beneath OpenRTB 3.0, OpenDirect and the Ad Management API — media (ads, assets), placement, context (site, app, user, device, geo) and the standard enumerations. Published as five Protocol Buffers files under package com.iabtechlab.adcom.v1 in the IABTechLab/adcom-proto repository. humanURL: https://github.com/IABTechLab/adcom-proto x-base-url-note: A data model, not a hosted endpoint. tags: - Data Model - Protocol Buffers properties: - type: Documentation url: https://github.com/InteractiveAdvertisingBureau/AdCOM - type: Protobuf url: grpc/adcom/iab-tech-lab-adcom-adcom.proto - type: Protobuf url: grpc/adcom/iab-tech-lab-adcom-media.proto - type: Protobuf url: grpc/adcom/iab-tech-lab-adcom-placement.proto - type: Protobuf url: grpc/adcom/iab-tech-lab-adcom-context.proto - type: Protobuf url: grpc/adcom/iab-tech-lab-adcom-enums.proto - aid: iab-tech-lab:agentic-rtb-framework name: Agentic RTB Framework gRPC description: The Agentic Real-Time Framework (ARTF) 1.0 defines gRPC extension points an exchange calls during an auction so that agents can mutate the bidstream. The RTBExtensionPoint service (package com.iabtechlab.bidstream.mutation.services.v1) exposes a GetMutations RPC over OpenRTB 2.6 messages; the reference implementation also exposes the same service as an MCP "Extend RTB" tool over Streamable HTTP. Published as proto3 files with a Rust reference implementation. humanURL: https://github.com/IABTechLab/agentic-real-time-framework x-base-url-note: Self-hosted gRPC (reference implementation listens on :50051); no hosted endpoint. tags: - Real-Time Bidding - gRPC - Agentic Advertising properties: - type: Documentation url: https://github.com/IABTechLab/agentic-real-time-framework/blob/main/Agentic_Real_Time_Framework_Version_1_0_FINAL.md - type: Protobuf url: grpc/agentic-rtb-framework/iab-tech-lab-agenticrtbframeworkservices.proto - type: Protobuf url: grpc/agentic-rtb-framework/iab-tech-lab-agenticrtbframework.proto - aid: iab-tech-lab:vast name: VAST and VMAP Schemas description: Video Ad Serving Template (VAST) is the XML contract between video players and ad servers; VMAP (Video Multiple Ad Playlist) schedules ad breaks around content. IAB Tech Lab publishes XML Schema definitions for VAST 4.1, 4.2 and 4.4 and VMAP 1.0 in its GitHub repositories (the vast_4.3.xsd file in the repository is empty upstream). humanURL: https://iabtechlab.com/standards/vast/ x-base-url-note: An XML document format exchanged between players and ad servers, not a hosted endpoint. tags: - Video Ads - XML properties: - type: Documentation url: https://github.com/InteractiveAdvertisingBureau/VAST - type: XMLSchema url: xsd/iab-tech-lab-vast-4.4.xsd - type: XMLSchema url: xsd/iab-tech-lab-vast-4.2.xsd - type: XMLSchema url: xsd/iab-tech-lab-vast-4.1.xsd - type: XMLSchema url: xsd/iab-tech-lab-vmap-1.0.xsd - aid: iab-tech-lab:supply-chain-api name: Supply Chain API description: 'IAB Tech Lab''s hosted, subscription API for aggregated supply-chain data: crawled and validated ads.txt, app-ads.txt and sellers.json files, plus the Transparency Center''s compliance and identifier registries (OM SDK and podcast compliance, MSPA signatory IDs, SKAdNetwork IDs, GPP data). Access is provisioned through the Tech Lab Tools Portal (tools.iabtechlab.com, free login) at /transparencycenter/apiAccess/all; the backing host api.iabtechlab.com (alias coreapi.iabtechlab.com) identifies itself as ''IAB Tech Lab Core API'' and answers /health, but /docs, /docs/oauth and /openapi.json all 302 to /login, so the contract is gated behind a subscription. Basic tier is $2,500/yr for members and $4,500/yr for non-members; API+ adds $2,500/yr.' humanURL: https://iabtechlab.com/software/iab-tech-lab-supply-chain-api/ baseURL: https://api.iabtechlab.com tags: - Supply Chain - ads.txt - sellers.json - Transparency - Compliance properties: - type: Documentation url: https://iabtechlab.com/software/transparency-center/ - type: Pricing url: https://iabtechlab.com/software/iab-tech-lab-supply-chain-api/ - type: SignUp url: https://tools.iabtechlab.com/ - type: Portal url: https://tools.iabtechlab.com/ - type: Plans url: plans/iab-tech-lab-plans-pricing.yml x-base-url-note: api.iabtechlab.com is the host the Tools Portal SDK (iabtechlab-sdk_v1.7.3.js) calls and the one that names itself IAB Tech Lab Core API; coreapi.iabtechlab.com serves the identical page. The contract behind /docs is gated (302 -> /login). maintainers: - FN: Kin Lane email: kin@apievangelist.com - FN: APIs.json email: info@apis.io common: - type: DomainSecurity url: security/iab-tech-lab-domain-security.yml - type: OAuthScopes url: scopes/iab-tech-lab-scopes.yml - type: Authentication url: authentication/iab-tech-lab-authentication.yml - type: Website url: https://iabtechlab.com/ - type: Documentation url: https://iabtechlab.com/standards/ - type: GitHubOrganization url: https://github.com/IABTechLab - type: GitHubOrganization url: https://github.com/InteractiveAdvertisingBureau - type: Blog url: https://iabtechlab.com/category/blog/ - type: BlogRSS url: https://iabtechlab.com/feed/ - type: Support url: https://iabtechlab.com/contact-us/ - type: TermsOfService url: https://iabtechlab.com/terms-of-use/ - type: PrivacyPolicy url: https://iabtechlab.com/privacy-policy/ - type: Pricing url: https://iabtechlab.com/membership/ - type: Login url: https://tools.iabtechlab.com/ - type: Portal url: https://tools.iabtechlab.com/ - type: Software url: https://iabtechlab.com/software/ - type: Events url: https://iabtechlab.com/events/ - type: PressReleases url: https://iabtechlab.com/press-releases/ - type: Packages url: packages/iab-tech-lab-packages.yml - type: SDKs url: packages/iab-tech-lab-packages.yml - type: MCPServer url: mcp/iab-tech-lab-mcp.yml - type: ToolCrosswalk url: mcp/iab-tech-lab-tool-crosswalk.yml - type: LLMsTxt url: llms/iab-tech-lab-llms.txt - type: Conformance url: conformance/iab-tech-lab-conformance.yml - type: ErrorCatalog url: errors/iab-tech-lab-problem-types.yml - type: Lifecycle url: lifecycle/iab-tech-lab-lifecycle.yml - type: Conventions url: conventions/iab-tech-lab-conventions.yml - type: Idempotency url: conventions/iab-tech-lab-conventions.yml - type: ChangeLog url: changelog/iab-tech-lab-changelog.yml - type: CLI url: cli/iab-tech-lab-cli.yml - type: DataModel url: data-model/iab-tech-lab-data-model.yml - type: Plans url: plans/iab-tech-lab-plans-pricing.yml - type: RateLimits url: rate-limits/iab-tech-lab-rate-limits.yml - type: AgentSkill url: skills/_index.yml - type: Protobuf url: grpc/iab-tech-lab-openrtb-v2.proto x-enrichment: date: '2026-09-17' status: enriched artifacts_added: 66 pass: local-v3