IAB Tech Lab

Pop-art illustration of Meta and Google logos shaking hands with crossed fingers behind their backs in front of an IAB Tech Lab ECAPI 1.0 specification document and server racks

Meta and Google Helped Write ECAPI 1.0 Without Promising to Honor It

The IAB Tech Lab finalized ECAPI 1.0 on May 3, 2026, a server-to-server specification that defines 42 standard marketing events advertisers can send to any participating platform using one shared payload. Meta, Google, TikTok USA, Walmart, and Roku helped author it, but none have publicly committed to a date

Isometric illustration of AI agents passing notes in a chain with integer taxonomy IDs replacing natural language text

Natural Language Is Breaking AI Ad Agents (and the Fix Is Boring)

If you hand a campaign brief to four different people at an agency, you get four slightly different interpretations. That is normal. It is also manageable, because humans catch the drift in review meetings and email threads before anything ships. Now imagine the same brief passed between four AI agents