I’m thrilled to sit down with Anastasia Braitsik, a global leader in SEO, content marketing, and data analytics, to discuss the latest innovation in programmatic advertising. Anastasia brings a wealth of experience to the table, having navigated the complex world of digital media buying and selling for years. Today, we’re diving into the IAB Tech Lab’s newly proposed Deals API version 1.0, exploring how it promises to streamline processes, enhance transparency, and tackle long-standing inefficiencies in private marketplace transactions. We’ll unpack its potential to reduce manual errors, improve collaboration, and build trust across the programmatic supply chain, especially in high-value, curated environments like streaming.
How do you see the IAB Tech Lab’s Deals API addressing the persistent issue of manual errors in private marketplace transactions, and can you share a real-world scenario where such errors created problems?
I think the Deals API is a game-changer for tackling manual errors in PMP transactions because it standardizes the way deal data is synced between supply-side and demand-side platforms. In the past, much of this process relied on clunky spreadsheets and disjointed interfaces, which inevitably led to mistakes. I remember working on a campaign a few years back where a simple typo in a deal ID during setup caused a mismatch between the SSP and DSP. It resulted in the campaign failing to deliver for nearly a week, costing both the publisher and the advertiser significant revenue and, frankly, a lot of frustration. We were scrambling to pinpoint the issue while the clock was ticking. With the Deals API’s standardized approach, that kind of human error could be minimized because the data sync is automated and structured, ensuring both platforms are aligned from the get-go. It’s not just about preventing mistakes—it’s about freeing up teams to focus on strategy rather than firefighting.
What’s your perspective on why the industry views this Deals API as a significant efficiency upgrade for deal-driven media buying, and can you walk us through a specific inefficiency you’ve encountered that this might solve?
The industry’s excitement around the Deals API stems from its potential to cut through the chaos of manual deal management, which has bogged down media buying for too long. Efficiency is the name of the game here—standardizing how deals are structured and communicated means less time wasted on misalignments and more focus on delivering value. I recall a project where we were managing a high-value PMP for a streaming platform, and the lack of a unified system meant constant back-and-forth between teams to confirm inventory details and pricing. It was a frustrating mess; emails were flying everywhere, and we missed a tight campaign deadline by days because of mismatched data. The Deals API could address this by creating a consistent framework for deal setup and data exchange, so everyone’s on the same page in real time. Step by step, it would automate the sync, flag discrepancies instantly, and let us track progress without the endless manual checks. That kind of streamlined workflow would have saved us not just time, but also a lot of stress.
With the API’s emphasis on transparency and accuracy, especially for high-value private marketplaces, how do you think this will support publisher growth in today’s challenging open web environment?
Transparency and accuracy are critical for publishers right now, especially as open web traffic faces increasing pressure. The Deals API offers a way to rebuild confidence in programmatic channels by ensuring all parties know exactly what’s happening in a deal, which directly supports publisher growth. When publishers can demonstrate reliable delivery and clear terms, advertisers are more likely to invest, particularly in curated, high-value spaces like PMPs. I’ve seen deals fall apart due to opacity—one instance comes to mind where a publisher lost a major advertiser because the deal terms weren’t clearly communicated, and the campaign underperformed without anyone fully understanding why. It eroded trust, and the publisher struggled to recover that relationship. With this API, the clear identification of roles and responsibilities could prevent such breakdowns, giving publishers a stronger footing to prove their value and secure long-term partnerships, even in a tough market.
Given the statistic that two-thirds of deals deliver little to no revenue due to poor configuration, why do you think this inefficiency has lingered in programmatic advertising, and how might the API help turn things around?
That statistic about two-thirds of deals underperforming is staggering but not entirely surprising. The inefficiency has persisted because programmatic advertising grew so fast that many processes, like deal configuration, were patched together with manual workarounds instead of scalable solutions. There’s often a lack of standardized tools, so misconfigurations—like mismatched inventory or pricing errors—slip through and tank performance before anyone notices. I worked on a deal once where the supply was perfectly aligned with the advertiser’s needs, but a tiny setup error on the DSP side meant the campaign barely spent any budget. We only caught it after weeks of dismal results, and by then, the opportunity was lost. It was disheartening to see such potential go to waste over something preventable. The Deals API’s consistent structure could be a lifesaver here by enforcing a uniform setup process and providing visibility into configurations, catching issues early. It’s about creating a system where errors have fewer places to hide, ultimately driving better revenue outcomes.
In curation-heavy environments like streaming, how do you envision the API’s clarity on roles—such as sellers, packagers, and curators—reshaping collaboration, and can you share a story of when role confusion caused a hiccup?
In curation-heavy spaces like streaming, where deals are often the backbone of monetization, the API’s clarity on who’s doing what—sellers, packagers, curators—is going to transform collaboration. Knowing exactly who’s responsible for each piece of the puzzle cuts down on miscommunication and speeds up decision-making. I remember a streaming deal where we hit a wall because no one could agree on who was supposed to handle inventory curation versus packaging. It led to delays, finger-pointing, and a campaign that launched late and underperformed—I could feel the tension in every meeting as trust broke down. It was a mess that lingered in my mind as a classic case of avoidable chaos. With the Deals API standardizing role identification, that confusion could be eliminated from the start. Teams would have a clear map of responsibilities, fostering smoother partnerships and letting everyone focus on delivering value rather than untangling misunderstandings.
What are some of the biggest data challenges you’ve faced in programmatic deals, and how do you think the Deals API’s focus on data cleanliness could improve those pain points?
Data challenges in programmatic deals are a constant headache—messy, inconsistent datasets can derail even the best-planned campaigns. One of the biggest issues I’ve faced is mismatched data between platforms, where inventory details or pricing don’t align due to manual entry or outdated spreadsheets. I recall a project where we lost days troubleshooting a deal that wasn’t delivering because the data fed into the SSP had discrepancies with the DSP’s records. It was like trying to solve a puzzle with missing pieces, and the frustration was palpable as deadlines loomed. The client was understandably upset, and we had to work overtime to rebuild trust. The Deals API’s emphasis on data cleanliness and standardized syncing could tackle this head-on by ensuring data integrity across the board. It would minimize those discrepancies, automate validation checks, and create a single source of truth. That kind of reliability would not only save time but also reduce the emotional toll of chasing down errors, letting us focus on strategy instead.
Looking ahead to future versions of the Deals API, which aim for full discoverability of all players in a deal, how do you think this will build trust in sell-side decisioning, and can you recall a time when opacity led to mistrust?
Full discoverability is a huge step toward building trust in sell-side decisioning because it ensures everyone knows who’s involved and what their role is in a deal. Trust is fragile in programmatic advertising, and opacity can shatter it quickly. I’ve seen this firsthand in a situation where a media buyer couldn’t identify all the parties packaging inventory in a deal, leading to suspicions about hidden fees or misaligned interests. The lack of clarity created a rift—meetings became tense, and the buyer pulled back on spend, impacting the publisher significantly. It was a bitter experience that highlighted how much trust matters in this space. With future versions of the API offering complete visibility into every player, that kind of mistrust could be avoided. Buyers and sellers would have the transparency needed to make informed decisions, fostering confidence and stronger relationships. It’s not just about data—it’s about creating an environment where collaboration feels safe and reliable.
What’s your forecast for the future of programmatic advertising with innovations like the Deals API coming into play?
I’m incredibly optimistic about the future of programmatic advertising with tools like the Deals API paving the way. I believe we’re heading toward a more transparent, efficient ecosystem where technology reduces friction and lets creativity and strategy take center stage. Over the next few years, I expect APIs like this to become the backbone of deal management, especially as curation and high-value PMPs grow in importance. We’ll likely see a ripple effect—publishers gaining more trust from advertisers, DSPs and SSPs working in tighter sync, and ultimately, better campaign outcomes. The frustration of manual errors and opacity could become a thing of the past if adoption is widespread. My forecast is that innovations like this will not only streamline operations but also rebuild confidence in programmatic as a whole, making it a more sustainable channel for everyone involved.
