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Having to redo work a second time after it’s already been done once is not productive.  Even after filling a chalkboard with a lesson learned, Bart never seems to remember the point of all that chalk dust.  Yet, in the digital space media teams frequently end up staying late doing the same kind of busy work that feels like detention.  Even though different systems are used for different workflow functions, it’s important that data can move freely from one system to another.  This typically happens through integrations. 

Integrations can take many forms:

Simple Excel or csv exporting and importing is common, especially when moving data between desktop systems or legacy systems.  For example, media plans, trafficking sheets or RFP’s are often managed via csv or Excel file formats.  Simply exporting an Excel file isn’t an integration.  To make this type of integration work, the two systems must share the same file layout (columns and formatting) or provide a mapping tool so that the information from party A lines up to the format for party B.

More advanced integrations use APIs (Application Programming Interfaces) to allow two different systems to speak directly to one another.  APIs are created by a software company so 3^rd parties can build additional functionality or convenience to the product.  As an ad tech software company matures, building a robust API is paramount for success.  Companies like Google, Facebook, Twitter, Microsoft, Yahoo, MediaMind and AppNexus all offer APIs for various functionalities.  MediaMind currently has an API for campaign management and another for reporting.  For example, agencies that use iDesk from MediaOcean can transmit media plan information directly into MediaMind for ad operations to begin trafficking.  This is done using the campaign management API.  The challenge with APIs is that developers must code the connection between the two systems.  This includes creating business and workflow rules, mapping data between the two systems, and building custom user interface elements. 

Another type of integration is a data feed.  Data feeds are used to transmit large files of data from one system to another.  Modern advertising systems for search, social, and display can generate huge quantities of data.  Different advertisers look for different needles within these haystacks of data.   Advertisers analyze gigabytes of data every day: direct response clients seek insights about conversion, while brand advertisers focus on reach and brand lift aspects of data.   Data feeds come in many formats, including csv and XML.  Most ad tech companies schedule delivery of data feeds via FTP or secure FTP due to the large file sizes – in some cases 50-60 gigabytes each.

Specific to online advertising, another type of integration is a pixel-based integration.  It’s one of the simplest ways for two ad tech companies to work together.  For example, if an agency wants to use a verification vendor like DoubleVerify with MediaMind, we simply take a DoubleVerify tag and embed it as a 1×1 pixel that’s displayed the same time as the creative file.  As this industry creates more niches, pixel-based integrations have become very common.  Data companies, analytics companies and attribution companies offer pixel-based integrations for different purposes.  There is an undesired effect, though.  A webpage may load with 4 ads on it, but there might be 20-30 pixels behind the scene that are also loading.  This may cause latency, which becomes noticeable even on a broadband connection.

For certain integrations, time is of the essence.  Real time bidding executed on ad exchanges utilize a specific integration called server-to-server.  This is a variant on the concept of API.  The two systems are still asking for information from each other, but transactions must be opened, communicated and completed within milliseconds.  A common metric in the real-time, DSP space is queries per second (QPS).  This is used to communicate the robustness or volume of a particular exchange.  Server-to-server communications allow an exchange to communicate with a DSP and ad server quickly so an ad is delivered to the user’s screen with little perceptible delay.

Executing integrations can be time consuming – business and technical collaboration is required.  Developers must learn how to properly format requests between the two systems.  Stages include scoping, requirement detailing, development, testing and quality assurance.  Simple API integrations which only require sharing 2-3 pieces of information can be done in a short time (days to weeks).  Complex API integrations can take months to a year, depending on what resources are available and the scope of the project.  Data feed integrations can also be time consuming, but most of the effort is spent in aligning the data formats between the two systems.  This alignment is called data transformation.  

Holding companies and independent agencies are joining the 3^rd party ecosystem in bringing together information and workflow from multiple companies.  All of us, including MediaMind, are using all five types of integrations to execute online campaigns.  Some vendors are more open to integrations than others, but at the end of the day we all listen to our customers.  That’s why it’s important for agencies to communicate with their vendors and let them know what integrations are most important to their business.

As the digital and broadcast channels move closer to a merge, we want to avoid the inevitable traffic jam that will happen.  Integrations are a big part of the solution.  If you feel like you’re still in detention, we understand and are working hard to get you out.

Michael Lamb, Product Marketing Manager, MediaMind

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