The IAB Tech Lab introduced the Event and Conversion API (ECAPI) to standardize how advertisers communicate key marketing events and conversions to platforms and partners. It is open for public comment until 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 a statement. “ECAPI gives everyone a shared foundation so teams can focus on results, not endless integrations.”
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At its core, ECAPI defines a common set of full-funnel events (from upper-funnel engagement to lower-funnel conversions) that advertisers can send in a consistent format. That means cleaner data for platforms, better input for AI agents, and smoother, more consistent campaign optimization across the board.
Today, many platforms use their own versions of conversion APIs. But that often means customization for each integration – time-consuming and complex to scale, especially now that results-oriented purchasing is gaining more and more ground. ECAPI provides a standardized, flexible alternative that still takes into account platform-specific needs without reinventing the wheel.
This specification is also part of IAB Tech Lab’s broader push toward agentic marketing, where AI agents optimize results across the funnel based on shared signals and measurable goals.
“Rather than rebuilding the same solutions over and over again, we can focus on the value of the data,” said Barbara Kalicki, Associate Director at Publicis Sapient, in a statement.
To participate in the public comment process, which will remain open until February 20, 2026, visit https://iabtechlab.com/standards/ecapi/.
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