{"id":4139,"date":"2022-12-02T01:03:39","date_gmt":"2022-12-02T06:03:39","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/12\/02\/feature-rich-apis-are-the-solutions-to-a-complex-fast-moving-industry\/"},"modified":"2022-12-02T01:03:39","modified_gmt":"2022-12-02T06:03:39","slug":"feature-rich-apis-are-the-solutions-to-a-complex-fast-moving-industry","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/feature-rich-apis-are-the-solutions-to-a-complex-fast-moving-industry\/4139\/","title":{"rendered":"Feature-Rich APIs Are The Solutions to a Complex, Fast-Moving Industry"},"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\">Recently, in these pages, I made the argument for how <a href=\"https:\/\/advertisingweek.com\/keeping-up-with-walled-garden-api-changes-requires-automation\/\">brands can keep up with the rapidly increasing pace of API updates<\/a> of Walled Garden platforms like Facebook and Google. In my summation, I urged companies to \u201cpartner 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.\u201d<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In this piece, I would like to dig deeper into the strategic and operational benefits of embracing feature-rich API platforms that support \u201cread and write\u201d operations.\u00a0 At its core, an API is a framework to optimize client-platform collaboration, creating greater efficiency and results.\u00a0 This collaborative element is critical.\u00a0 When you kick the tires on the range of API-enabled products currently in the marketplace, you\u2019ll find that many of them only allow you to read from them but not write into them. A Bi-Directional API gives you the power to do both, which in turn empowers your brand to control most\u2014if not all\u2014aspects of the underlying functional behavior.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Therefore, as part of your due diligence with potential platform partners to craft and implement an API-based advertising strategy, make sure you hone in on a partner that facilitates your team\u2019s maintenance of proprietary data access and ownership.\u00a0 This ensures your data informs the decisions of the product with which you integrate.\u00a0 In doing so, you\u2019ll save time and money and optimize your competitive advantage by taking full advantage of what bi-directional APIs have to offer.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What to look for in a feature-rich API<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">A well-engineered, flexible and easy-to-integrate API will help your teams avoid mistakes and save time.\u00a0 Fundamentally, an API is simply a software connection between applications that takes place at a programmatic level\u2014such as the interactions between an e-commerce store and PayPal. One of the advantages of an API that supports bi-directional exchange versus a read-only API\u00a0 is that it improves connectivity between data and systems so information is actionable and never siloed.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Well engineered APIs unlock massive scale for all advertisers, while ensuring their engineering teams retain control over critical parts of the process. This flexibility may be one of the biggest benefits of all\u2014just ask your closest engineer.\u00a0 Furthermore, for organizations that have enterprise-scaled needs or need to get data that isn\u2019t accessible through the user interface, they can do that programmatically with APIs. Looking at your business demands will determine whether read-only APIs will suffice or whether you will need to manage and control behaviors that can only be supported by APIs that support intake.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Enhanced Workflow Coupled with Opportunities to Innovate<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The best API solution is one that supports bi-directionality, reduces complexity by offering a stable, versioned API that sits in front of\u2014and normalizes\u2014the seemingly infinite number of channel partner APIs that will greatly simplify your internal architecture. Your business will want to leverage APIs to reduce labor in the long run. Exchanging manual work for continual developer API upkeep is just trading one person\u2019s set of hours for another\u2019s, so finding that stable and simple singular API for advertising can be a massive benefit.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As your organization grows, manual efforts are unsustainable to scale, a problem which virtually mandates programmatic automation (integration with APIs). Leveraging well-engineered APIs for all the same things you can do manually can reduce labor demands to zero or near zero time.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Whether you\u2019re struggling to keep up with the accelerated volume of API changes that I referenced earlier or weighing whether you should build or buy, know that API solutions exist that meet your full business demands, offer the best of all worlds, including flexible reporting and management, unlimited access and external platform data engagement.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In advertising, enabling feature-rich API functionality allows customers to automatically update hundreds or thousands of ad accounts based on their business data. This ensures clients scalability at lower labor costs while still feeling like they can provide a unique experience to their clients.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">This plays out across a broad range of brand verticals.\u00a0 For example, in real estate, agencies who manage advertising for hundreds or thousands of rental properties often have millions of images to use in their advertising. Oftentimes these images are stored in a proprietary Digital Asset Management tool (Like Adobe Experience Manager). Rather than creating copies or moving images from a Digital Asset Management tool to an advertising platform of record, a best-of-class API that provides bi-directionality allows customers to use images in their current location within their existing Digital Asset Manager. Using an API to reference data in-place reduces complexity, data duplication and streamlines business process flow.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Your entire organization will thank you.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Using an API to reference data in-place reduces complexity, data duplication, and streamlines business process flow.<\/p>\n","protected":false},"author":7,"featured_media":4140,"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-4139","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\/ 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