The IAB Tech Lab has introduced the Event and Conversion API (ECAPI) to standardize how advertisers communicate key marketing events and conversions to platforms and partners. It’s open for public comment through February 20, 2026.
The goal? Less friction, more clarity. “Advertisers and platforms are already doing this in parallel,” said Anthony Katsur, CEO of IAB Tech Lab, in an announcement. “ECAPI gives everyone a shared foundation so teams can give attention to results, not infinite integrations.”
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At its core, ECAPI defines a standard set of full-funnel events — from upper-funnel engagement to bottom-funnel conversions — that advertisers can send in a consistent format. That means cleaner data for platforms, higher inputs for AI agents, and smoother, more consistent campaign optimization across the board.
Today, many platforms run their very own versions of Conversion APIs. But that usually means custom work for each integration — time-consuming and complex to scale, especially as outcome-based buying gains traction. ECAPI offers a standardized, flexible alternative that also allows for platform-specific needs without reinventing the wheel.
This spec can be a 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.
“Instead of rebuilding the identical solutions over and over, we are able to give attention to the worth of the data,” Barbara Kalicki, Associate Director at Publicis Sapient, said in an announcement.
To take part in the general public comment process, which is able to remain open until February 20, 2026, go to https://iabtechlab.com/standards/ecapi/.
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