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. Demand-side platforms can outline the types of bid requests they want over a given period, ranging from broad criteria to highly specific audience or inventory preferences.…