{"id":3475,"date":"2022-09-13T01:42:42","date_gmt":"2022-09-13T05:42:42","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/09\/13\/keeping-up-with-walled-garden-api-changes-requires-automation\/"},"modified":"2022-09-13T01:42:42","modified_gmt":"2022-09-13T05:42:42","slug":"keeping-up-with-walled-garden-api-changes-requires-automation","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/keeping-up-with-walled-garden-api-changes-requires-automation\/3475\/","title":{"rendered":"Keeping Up With Walled Garden API Changes Requires Automation"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Eric Mayhew, Fluency, President<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As if digital marketers don\u2019t have enough on their plates, Google and Facebook are rolling out API changes at a dizzying pace that is unprecedented. \u00a0In the past year alone, Google pushed out four major version releases while Facebook put out eight. \u00a0Businesses have always been able to plan for a certain amount of these major releases each year, but recently the pace of walled gardens\u2019 major API releases is quicker, and on top of that there are more and more ad hoc changes as well.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While the walled gardens often make digital marketers\u2019 lives more complicated than many feel they should, in this instance, the seemingly all-too-frequent API changes actually help the walled gardens stay on the leading edge of user optimization and experience through constant innovation. \u00a0So what to do if you\u2019re an auto or CPG marketer, among others, who may be strapped for platform resources?\u00a0 Not keeping up with this newly frenetic pace of API changes is a non-starter.\u00a0 Unless you want to disintermediate yourself from one of the cornerstones of digital advertising.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Many organizations have dealt with the specter of API changes by not dealing with them, that is, simply ignoring them; for businesses that focus on building their own technology, for instance, maintaining API parity doesn\u2019t give them any competitive advantage, so why divert resources to it? As understandable as prioritizing business and revenue-critical work is, ignoring API changes\u2014especially at their current volume\u2014leads to a larger tech deficit quarter over quarter than ever before. A minor maintenance issue becomes a hard-to-tackle project\u2014and a major risk for a business as a whole.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Another way these accelerated API releases may be impacting your business comes in the form of changes not always being communicated to technology teams. Developers are in the business of anticipating evolving API versions and variations, but ad hoc changes aren\u2019t always broadcast to technology teams. In many instances, it requires developers to pay close attention to forums-\u2013such as the Google Ads API and AdWords API forum\u2014to see what\u2019s coming down the pipeline.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In this day and age, having to pick between manually scouring forums or falling behind with API parity is an unacceptable choice. So whether your technology team is relentlessly caring and feeding these API changes, or you\u2019re kicking the can further and further down the road, it\u2019s time for a different approach: automation.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With version releases only becoming more frequent, even the most experienced in-house\/agency teams will spend days implementing and testing each release\u2014and the story isn\u2019t over once you have migrated and tested. Monitoring is critical for confidence to ensure no issues have occurred from the initial testing. \u00a0While this seems daunting, it doesn\u2019t necessarily mean your teams have to be \u00a0overwhelmed. \u00a0Automation will allow them to fulfill all responsibilities and still pursue the innovative passion projects that shape your company\u2019s competitive advantages.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If it\u2019s your company\u2019s primary focus, keeping up with channel API releases isn\u2019t difficult. The trouble with agencies building software dedicated to API maintenance, however, is that they\u2019re not in the ad tech business. With this approach, the technology itself (something that\u2019s otherwise more of a nice to have than a NEED to have) demands time, budget, and resources that should otherwise be put towards the primary business.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019ve wrestled with the \u201cbuild or buy?\u201d question, you\u2019ll know that keeping up with partner API changes can be a very stressful and extremely time-consuming task for businesses. Platform solutions will help your brand and your agency to keep your finger on the pulse of all changes.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Partner with a platform that offers bi-directional API access, which will also deliver additional benefits such as scoping, planning, and management of customer data throughout its lifecycle. \u00a0But primarily, these partnerships will help your brand simplify the process of keeping up with accelerated API changes no matter what their cadence or scale is. The results? Besides the client-side benefits inherent with constant API parity, your team\u2014no matter what its size\u2014can use its mental and physical bandwidth on business drivers, customer relations, and other high-value, high-satisfaction efforts.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Besides the client-side benefits inherent with constant API parity, your team\u2014no matter what its size\u2014can use its mental and physical bandwidth on business drivers, customer relations, and other high-value, high-satisfaction efforts.<\/p>\n","protected":false},"author":7,"featured_media":3476,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[6],"topics":[2],"class_list":["post-3475","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-tech","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Keeping Up With Walled Garden API Changes Requires Automation | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/keeping-up-with-walled-garden-api-changes-requires-automation\/3475\/\" \/>\n<meta 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