Glossaryapplication programming interfacesAdTech infrastructure

Application Programming Interface (API)

APIdata integrationplatform integrationsoftware interoperabilityAdTech platforms

A set of instructions that allows one system to access features and data from another — whether that's a piece of software, an application, or an external tool.

In AdTech, APIs are a foundational layer of how platforms interoperate. Common uses include integrating one AdTech platform with another, pulling data from a source system and surfacing it in a user interface, and serving as the backbone for building new applications on top of existing infrastructure.

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