# IAB Tech Lab

**Canonical:** https://apis.io/providers/iab-tech-lab/  
**Website:** https://iabtechlab.com/  
**APIs profiled:** 4

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.

## Kin Score — 51.8 / 100 (developing)

Scored 2026-09-18 under rubric 0.22.0. Trend: flat (+0.0 from 51.8).

| Facet | Score |
|---|---|
| Discoverability | 64.8 |
| Contract Quality | 51.4 |
| Contract Governance | 18.2 |
| Operational Transparency | 21.1 |
| Developer Ergonomics | 61.3 |
| Access Clarity | 65.8 |

## Agent readiness — 36.3 (agent-ready)

| Dimension | Value |
|---|---|
| Spec Presence | yes |
| Agentic Access | no |
| Reversibility Documented | documented |
| MCP Server | documented |
| Auth Clarity | bearer |
| Idempotency | verified |
| Error Semantics | verified |
| OpenAPI Examples | no |
| Rate Limit Signal | documented |
| Event Surface Described | no |
| Agent Skills | derived |
| Well Known Catalog | no |
| Consent Identity | no |
| Agent Card | no |
| Dry Run Mode | no |
| Delegated Identity | no |
| Protected Resource Metadata | no |
| Dynamic Client Registration | no |
| Agentic Commerce | no |

## APIs (9)

- **OpenDirect API** — OpenDirect is IAB Tech Lab's standard REST API for programmatic direct (guaranteed) media buying: organizations, accounts, products, orders, lines, creatives, assignments, chang...
- **IAB Agentic Advertising API** — 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-bo...
- **Seller Agent API** — 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...
- **Buyer Agent API** — 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, produc...
- **OpenRTB 2.x Protocol** — 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 def...
- **AdCOM Protobuf** — 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,...
- **Agentic RTB Framework gRPC** — 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 servi...
- **VAST and VMAP Schemas** — 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 pub...
- **Supply Chain API** — 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 compl...

## MCP servers (1)

- **IAB Tech Lab MCP Server** — IAB Tech Lab publishes three MCP servers, all as open-source reference implementations that an operator runs on their own host — none is hosted by IAB Tech Lab, so no agent can ...

## Security (2)

- **Iab Tech Lab Authentication** — apiKey/http-bearer/oauth2 · 5 schemes
- **Iab Tech Lab Domain Security** — TLSv1.3 · HSTS · DMARC

## Plans (1)

- **Iab Tech Lab Plans Pricing**

## Tags

Company, Advertising, AdTech, Standards, Programmatic, Real-Time Bidding, Consent, Privacy, Video Ads, Agentic Advertising, Non-Profit

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Profiled by [API Evangelist](https://apievangelist.com) and published on [APIs.io](https://apis.io/providers/iab-tech-lab/). Scores are computed from the provider's own public artifacts under a published rubric.