Making the most of Atlas APIs

Sky’s the Limit: API Mystique

In the past, whenever I spoke about APIs—to clients, partners, or even internal folks—I did so with a healthy dose of trepidation. The tricky thing about an API is that it’s not tangible to the likes of sales folks, or the majority of clients we have daily conversations with—it lives within the realm of the mysterious “backend,” and seems to be deeply understood (start to finish) only by developers and IT pros.

As a former account manager, both in services and in sales, I could engage with clients about Atlas API capabilities because I had the right internal resources, and my account list was comprised of strategic clients whose businesses hinged on some level of API integration. I found time and again that clients knew what they needed on a high level (i.e. “we need to have this field included”), but the discussion around APIs was simply a means to an end.

Why the ambiguity around API conversations? APIs can achieve a myriad of objectives, which differ by agency, brand, even campaign. Reporting dashboards, workflow tools, and campaign management platforms: the possibilities seem limitless not just by application, but also by execution.

Ultimately, APIs enable digital marketing solutions—solutions imaginable and up to interpretation by anyone who can develop against them. In many ways, the permutations make APIs even more difficult to grasp.

The Grounding: Real Uses of APIs

In the past couple of months, we’ve seen a few features arising from Atlas APIs. These are clear illustrations of ways clients can build their own systems, dashboards, and workflow efficiency tools. For me, these features make APIs tangible, real, and ultimately prove their value in use cases.

One demonstration of API use came from an Atlas developer who released a mini Atlas Media Console Windows Phone 7 app. The app includes quick methods to manage campaigns and ad assignment, and a high-level performance report view.

A second release, the Atlas Media Add-in, is a major product milestone. In its first version, the Media Add-in replicates much of the Atlas Media Console functionality within Excel. The Media Add-in connects directly to the servers via multiple Atlas APIs, enabling clients to create and update campaigns, creative, and ad and audience assignments—all in a program that clients are familiar with.

These are both very real implementations showcasing API capabilities. Still, how does one begin to think about the possibilities if they choose to build something on their own?

A programming writer for Microsoft recently published an end-to-end example application using Atlas APIs. I thought I’d share this, as it’s yet another tangible and clear way of demonstrating API use. The example is posted to the MSDN Developer Samples page, and illustrates how to use four of the Atlas API web services: Organization, Campaign Management, Creative Management, and Ad Assignment. You can download the example here, or visit the forum for more information.

If you’d like to share how you’re using Atlas APIs, feel free to jump into the developer’s forum to join the conversation, or leave a comment on this blog.