oEmbed is a format for allowing an embedded representation of a URL on third party sites. The simple API allows a website to display embedded content (such as photos or videos) when a user posts a link to that resource, without having to parse the resource directly.

An oEmbed exchange occurs between a consumer and a provider. A consumer wishes to show an embedded representation of a third party resource on their own web site, such as a photo or an embedded video. A provider implements the oEmbed API to allow consumers to fetch that representation. The response returned by the provider can be in either JSON or XML.

The following types are defined :

  • photo
  • video
  • link
  • rich

The authors of oEmbed are Cal Henderson, Mike Malone, Leah Culver and Richard Crowley. Among the providers of oEmbed are Youtube, Flickr, Vimeo, WordPress and Slideshare.