A new open source framework helps buyers signal intent more clearly, reducing wasted bids across programmatic advertising.

By ,

Senior Editor, MarTech

April 15, 2026 • 3 minutes read

Table of Contents

Table of Contents

IAB Tech Lab is adding Amazon Ads’ Dynamic Traffic Engine to its open-source efforts to reduce inefficiencies and improve clarity in signaling across the programmatic advertising supply chain.

Currently, supply-side platforms send large volumes of bid requests without knowing exactly what demand-side platforms prioritize, leading to wasted infrastructure and unnecessary traffic.

The Dynamic Traffic Engine is designed to address that gap by giving buyers a way to define their priorities more explicitly.…