At Tangram, we work with leading network agencies and indies, and we’re seeing that advertising agencies are constantly seeking ways to streamline their workflows, encourage stronger collaboration, and deliver better results for their clients. With the crunch on budgets, we’re seeing an increasing reliance on software tools and platforms to manage tasks ranging from project management to marketing analytics. The need for seamless integration and interoperability has become more critical than ever and this is where Application Programming Interfaces (APIs) come into play.
Owain Harris, software developer at Tangram, looks at the importance of integration and APIs for business software and what may be around the corner.
APIs serve as the glue that connects different software applications, allowing them to communicate and share data with each other efficiently. For ad agencies, leveraging APIs can unlock a multitude of benefits, ultimately leading to a smoother operation and delivering better results for clients.
While web APIs have been around for a while in some shape or form (luckily, SOAP is no longer with us), they have become the backbone that allows us to connect and utilise the applications and services we rely on today.
Companies like Slack, Xero, Salesforce, and Atlassian have made a name for themselves by focusing on ease of use and integration. In addition, they offer an emphasis on developer tooling and documentation. These platforms can plug into almost any workflow software your company relies on to get things done.
monday.com, is a stand-out example, putting an emphasis on developer API tooling, integration, and automation. REST APIs are something most developers, in the webspace at least, are probably most familiar with. While they are great, monday.com has opted to use GraphQL, an open-source query language that has been ‘all the hype’ in recent years amongst the nerds in Silicon Valley. Allowing developers to obtain and update data in a much more efficient and productive way than REST.
This, along with their robust documentation and ‘starter projects’, testing an idea or getting a required integration working is simple. Something all modern web-based management systems should strive to implement.
What are the benefits of API technology to agencies?
Streamlining Workflows: One of the biggest advantages of APIs is their ability to streamline workflows by automating repetitive tasks and eliminating manual data entry. By integrating different software tools through APIs, agencies can create a unified ecosystem where information flows seamlessly between applications. For example, integrating project management software with creative design tools can automate the process of assigning tasks and sharing assets, saving valuable time and reducing the risk of errors.
Enhancing Collaboration: Effective collaboration is essential for the success of any campaign. APIs enable real-time collaboration by enabling team members to access and share data across multiple platforms effortlessly. Whether it’s sharing campaign performance metrics from analytics tools or collaborating on creative assets through design platforms, APIs empower agencies to work together more efficiently and deliver better outcomes for their clients.
Automation: Automation is revolutionising the advertising industry by streamlining processes and increasing efficiency. Tools like Deltek Unionpoint, Zapier, and Make.com are at the forefront of this transformation. They utilise existing APIs to enable seamless integration of various agency software, allowing for a more connected and efficient workflow. These tools automate costly and time-consuming tasks, such as data entry, project management updates, and communication workflows, freeing up valuable time for creative professionals to focus on high-value tasks. By reducing manual errors and ensuring data consistency across platforms, automation enhances productivity and drives innovation in the creative industry.
Here at Tangram, we’ve developed a seamless integration for DDB Worldwide, leveraging Deltek WorkBook to incorporate Euler scores for their debtors. DDB required a robust solution to integrate daily updates of Euler scores from Allianz Trade into their existing workflow. Our integration was designed to:
- Automatically retrieve the updated Euler scores from Allianz Trade each day.
- Compare these updated scores with the current debtor scores stored in a custom field within Deltek WorkBook.
- Update the debtor scores while maintaining an audit log history of all score updates.
- Created Inbox Group Conversations with necessary Deltek WorkBook employees for an overview and debtor updates daily.
This integration ensures that DDB’s teams have real-time, accurate Euler scores, enabling them to make informed decisions and create project estimates with confidence and efficiency.
Improving Data Insights: Data-driven decision-making lies at the heart of successful advertising campaigns. APIs play a crucial role in aggregating data from various sources, such as social media platforms, ad networks, and CRM systems, into a centralised dashboard for analysis. By integrating APIs with business intelligence tools, agencies can gain deeper insights into campaign performance, audience behaviour, and market trends, allowing them to optimise and drive better results.
At Tangram, we leverage APIs to deliver data-driven insights using Deltek WorkBook and reporting services such as Power BI. By integrating data from multiple sources, we create comprehensive dashboards and reports that provide up-to-date and accurate business metrics for our clients.
For Dentsu Australia, we developed sophisticated, real-time dashboards for supply, forecast, and profitability. With access to real-time data, Dentsu Australia has shifted accountability to business leads for tracking and meeting their KPIs and profitability targets. This enables them to make decisions backed by data and justifications, providing a robust foundation for strategic choices.
Enabling Custom Solutions: APIs offer the flexibility to create custom solutions tailored to the unique needs of ad agencies. Whether it’s building a custom reporting dashboard, integrating proprietary algorithms for campaign optimisation, or developing AI-powered chatbots for customer support, APIs provide the building blocks for innovation and differentiation in a competitive market landscape.
Looking ahead
As technology continues to evolve rapidly, the future of APIs in the industry looks promising. With advancements in artificial intelligence, machine learning, and data analytics, APIs will play an even more significant role in driving innovation and efficiency across the advertising ecosystem. We can expect to see more intelligent automation, predictive analytics, and personalised experiences powered by APIs, enabling ad agencies to stay ahead of the curve and deliver exceptional value to their clients.
When choosing a new software package, agency decision-makers often focus on their current workflows and sign an annual contract if these current needs are met. Future-proofing is just as important. What happens if your needs change in 12 months? Will the solution you invested in allow you to easily modify to align? Even if the solution to which you are is confined to its intended usage, a well-thought-out and ‘developer friendly’ API gives you the advantage of making that pivot.
By embracing integration and leveraging the power of APIs, agencies can streamline workflows, enhance collaboration, gain deeper insights, and unlock new opportunities for innovation. As the advertising landscape continues to evolve, agencies that harness the full potential of APIs will be well-positioned to in our competitive industry.
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