Amazon Ads donates Dynamic Traffic Engine framework to IAB Tech Lab

September 4, 2026 · mediapost.com

Amazon Ads has handed its Dynamic Traffic Engine framework to IAB Tech Lab, the technical standards group for the ad industry, so it can move toward becoming an open, interoperable standard for bidstream traffic. The framework works through a file-based method: it lets demand-side platforms flag which bid requests to prioritize, with signals that can run broad or narrow. Supply-side platforms use those signals to trim unneeded bid requests and ease the query-per-second pressure ad exchanges face when routing high volumes of requests to DSPs in real time. IAB Tech Lab plans to fold the framework into its Open Source initiative, with either the Programmatic Supply Chain Working Group or the Agentic Taskforce expected to take it on, and there are early proposals to work it into the Agentic Advertising Management Protocols framework using machine-readable formats such as Protocol Buffers.

Media buyers running campaigns through PubMatic-connected supply are already seeing the effect: PubMatic says clients integrated with Dynamic Traffic Engine have seen up to a 10% increase in eCPM, with campaigns matched more closely to inventory that fits campaign goals, according to a company blog post from March. Advertisers working through other SSPs should watch for similar integrations as IAB Tech Lab works toward a shared standard, since wider adoption could tighten how closely demand signals determine where budgets land. PubMatic co-founder and CEO Rajeev Goel frames the shift as DSPs investing in smarter routing technology so publishers see measurable gains as a result, a dynamic that could reshape which supply routes get prioritized as agentic bidding tools spread through programmatic.