IAB Tech Lab adds Amazon Ads Dynamic Traffic Engine to its open source efforts to reduce inefficiencies and improve clarity of signaling throughout the programmatic advertising supply chain.
Currently, supply-side platforms send large volumes of bid requests without knowing exactly what the demand-side platforms’ priorities are, leading to wasted infrastructure and unnecessary traffic.
The Dynamic Traffic Engine is designed to fill this gap by giving buyers a way to set their priorities more explicitly. Demand-side platforms can define the types of bidding requests they want over a period of time, ranging from general criteria to very specific audience or inventory preferences.
Supply-side platforms can then access these signals and act accordingly, thereby reducing the number of irrelevant requests and improving the distribution of traffic in the system.
A more effective way to share intent
The framework uses a file-based approach that allows buyer preferences to be shared in a structured format. Supply-side platforms can query this information and adjust their bidding flows accordingly, reducing query volume and pressure on the system.
Fewer but more relevant RFQs can improve efficiency throughout the supply chain, while creating better alignment between buyers and sellers. This alignment can result in better campaign performance and more effective inventory monetization.
This approach also reflects a broader shift toward more transparent signal sharing in programmatic environments, where efficiency becomes just as important as scale. The result is a system that relies less on inference and more on direct communication between platforms.
Built for industrial collaboration
The work will be developed as part of the IAB Tech Lab Open Source Project, with input from working groups including the Programmatic Supply Chain group and the Agentic Taskforce. These groups will help shape how the framework is implemented and expanded.
Initial proposals include integrating the framework into agentic advertising protocols and supporting machine-readable formats such as Protocol Buffers. The goal is to ensure interoperability between platforms as automation increases.
By standardizing how intent is communicated, the framework aims to support a wide range of use cases without adding complexity for participants. As programmatic systems evolve, this type of shared infrastructure becomes increasingly important for maintaining efficiency at scale.
Why it matters
The move highlights a broader industry effort to reduce waste in the programmatic supply chain by improving how signals are shared and interpreted. For advertisers, this means more efficient bidding and potentially better performance. For publishers, this creates a more predictable path to inventory monetization without relying on excess traffic.
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