5 September 2023
Last modified: 14 March, 2022
An application programming interface (API) is a programming method/code or set of defined rules that allow applications and programmes to automatically exchange data and share features.
Acting as a digital middleman, an API only shares the data necessary to fulfil each specific request, so neither party’s data is ever fully exposed.
In digital advertising, APIs allow adtech platforms to interact, enabling users to view data from multiple systems on one single interface.