Marketing has changed in the digital world and APIs play a central role. We have more devices and channels than ever to connect with people and APIs are the way to connect those devices. This article, based on an APIcon talk, looks at what Digital Marketing is and how APIs help drive brand success.
When video rental and streaming company Netflix released its Netflix API, it was meant to support its DVD-by-mail business. In the time since the Netflix API was released, the business has shifted to streaming instant video, from hundreds of devices. Meanwhile, the Netflix API hasn't changed much and it's time for a redesign, according to Netflix's Daniel Jacobson in his talk at OSCon Wednesday. Jacobson's talk offers examples of how the next iteration might look, including doing away with versions, but creating unique endpoints for each partner's application.
Involver launched its Engagement Optimization API last week (read the official release here). Partners are utilizing the API to "optimize their ad spend on social in the way they've been doing across the web for a long time." Although advertising across social networks has been deployed for quite some time, advertisers have had limited tools to track engagement. Facebook Insights is probably most commonly used to analyze social data. When users have required deeper analysis, the advertisers were forced to use highly custom integrations.