# IAB Agentic Advertising API

**Canonical:** https://apis.io/apis/iab-tech-lab/agentic-advertising-api/  
**Provider:** IAB Tech Lab — https://apis.io/providers/iab-tech-lab/  
**Documentation:** https://github.com/IABTechLab/iab-agentic-primitives

IAB Agentic Advertising API is one of 9 APIs that [IAB Tech Lab](https://apis.io/providers/iab-tech-lab/) publishes on the [APIs.io](https://apis.io/) network, described by a machine-readable OpenAPI specification. This API exposes 16 JSON Schema definitions. Tagged areas include Agentic Advertising, Deals, and Negotiation. The published artifact set on APIs.io includes API documentation, an OpenAPI specification, and 16 JSON Schemas.

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.

## Operations (13)

| Method | Path | Summary |
|---|---|---|
| GET | `/products` | Paginated product catalog (filtering is client-side; no /products/search) |
| GET | `/products/{product_id}` | Product detail (the Product primitive, no wrapper) |
| POST | `/products/avails` | Availability + pricing query (OpenDirect 2.1 spec dialect and legacy simplified profile) |
| POST | `/api/v1/quotes` | Request a non-binding quote (money-mutating; idempotency_key required) |
| GET | `/api/v1/quotes/{quote_id}` | Retrieve a quote |
| POST | `/api/v1/deals` | Book a deal from a quote (money-mutating; idempotency_key required) |
| GET | `/api/v1/deals/{deal_id}` | Retrieve a deal |
| POST | `/api/v1/change-requests` | Post-booking modification (money-mutating; idempotency_key required). Makegoods (change_type=makegood, typed MakegoodDetails) and cancellations (change_type=... |
| POST | `/api/v1/negotiations/messages` | One negotiation move: offer/counter/accept/decline via the required action enum (FD-5). Replaces POST /proposals/{id}/counter and its bare-price payload. Mon... |
| GET | `/api/v1/negotiations/{negotiation_id}` | Full negotiation history (the Negotiation primitive) |
| POST | `/a2a/jsonrpc` | A2A JSON-RPC endpoint, ONE method: message/send (the A2A-spec dialect). The retired method "call" MUST be answered with JSON-RPC error -32601. |
| GET | `/.well-known/agent.json` | Agent Card for A2A discovery — the shared Agent primitive; ONE card schema for both agents. trust_status is registry-verified, never self-asserted (a self-se... |
| POST | `/registry/agents/discover` | Fetch and register a counterparty's card by base URL |

## Machine-readable artifacts (19)

- **Documentation** — https://github.com/IABTechLab/iab-agentic-primitives/blob/main/spec/README.md
- **OpenAPI** — https://raw.githubusercontent.com/api-evangelist/iab-tech-lab/refs/heads/main/openapi/iab-tech-lab-agentic-advertising-api-openapi.yaml
- **JSONSchema** — https://raw.githubusercontent.com/api-evangelist/iab-tech-lab/refs/heads/main/json-schema/iab-tech-lab-agentic-primitive-deal.json
- **JSONSchema** — https://raw.githubusercontent.com/api-evangelist/iab-tech-lab/refs/heads/main/json-schema/iab-tech-lab-agentic-primitive-order.json
- **JSONSchema** — https://raw.githubusercontent.com/api-evangelist/iab-tech-lab/refs/heads/main/json-schema/iab-tech-lab-agentic-primitive-product.json
- **JSONSchema** — https://raw.githubusercontent.com/api-evangelist/iab-tech-lab/refs/heads/main/json-schema/iab-tech-lab-agentic-primitive-negotiation.json
- **JSONSchema** — https://raw.githubusercontent.com/api-evangelist/iab-tech-lab/refs/heads/main/json-schema/iab-tech-lab-agentic-primitive-proposal.json
- **JSONSchema** — https://raw.githubusercontent.com/api-evangelist/iab-tech-lab/refs/heads/main/json-schema/iab-tech-lab-agentic-primitive-mediakit.json
- **JSONSchema** — https://raw.githubusercontent.com/api-evangelist/iab-tech-lab/refs/heads/main/json-schema/iab-tech-lab-agentic-primitive-agent.json
- **JSONSchema** — https://raw.githubusercontent.com/api-evangelist/iab-tech-lab/refs/heads/main/json-schema/iab-tech-lab-agentic-primitive-line.json
- **JSONSchema** — https://raw.githubusercontent.com/api-evangelist/iab-tech-lab/refs/heads/main/json-schema/iab-tech-lab-agentic-primitive-account.json
- **JSONSchema** — https://raw.githubusercontent.com/api-evangelist/iab-tech-lab/refs/heads/main/json-schema/iab-tech-lab-agentic-primitive-organization.json
- **JSONSchema** — https://raw.githubusercontent.com/api-evangelist/iab-tech-lab/refs/heads/main/json-schema/iab-tech-lab-agentic-primitive-creative.json
- **JSONSchema** — https://raw.githubusercontent.com/api-evangelist/iab-tech-lab/refs/heads/main/json-schema/iab-tech-lab-agentic-primitive-creativeapproval.json
- **JSONSchema** — https://raw.githubusercontent.com/api-evangelist/iab-tech-lab/refs/heads/main/json-schema/iab-tech-lab-agentic-primitive-assignment.json
- **JSONSchema** — https://raw.githubusercontent.com/api-evangelist/iab-tech-lab/refs/heads/main/json-schema/iab-tech-lab-agentic-primitive-changerequest.json
- **JSONSchema** — https://raw.githubusercontent.com/api-evangelist/iab-tech-lab/refs/heads/main/json-schema/iab-tech-lab-agentic-primitive-consentcontext.json
- **JSONSchema** — https://raw.githubusercontent.com/api-evangelist/iab-tech-lab/refs/heads/main/json-schema/iab-tech-lab-agentic-primitive-decisionrecord.json
- **Overlay** — https://raw.githubusercontent.com/api-evangelist/iab-tech-lab/refs/heads/main/overlays/iab-tech-lab-agentic-advertising-api-overlay.yaml

## Other IAB Tech Lab APIs (8)

- [OpenDirect API](https://apis.io/apis/iab-tech-lab/opendirect-api/)
- [Seller Agent API](https://apis.io/apis/iab-tech-lab/seller-agent-api/)
- [Buyer Agent API](https://apis.io/apis/iab-tech-lab/buyer-agent-api/)
- [OpenRTB 2.x Protocol](https://apis.io/apis/iab-tech-lab/openrtb/)
- [AdCOM Protobuf](https://apis.io/apis/iab-tech-lab/adcom/)
- [Agentic RTB Framework gRPC](https://apis.io/apis/iab-tech-lab/agentic-rtb-framework/)
- [VAST and VMAP Schemas](https://apis.io/apis/iab-tech-lab/vast/)
- [Supply Chain API](https://apis.io/apis/iab-tech-lab/supply-chain-api/)

## Tags

Agentic Advertising, Deals, Negotiation

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Profiled by [API Evangelist](https://apievangelist.com) and published on [APIs.io](https://apis.io/apis/iab-tech-lab/agentic-advertising-api/). The API's provider profile, Kin Score and agent-readiness rating are at https://apis.io/providers/iab-tech-lab/.