Company provides the only digital marketing hub offering this API integration option, especially important for real-time data management functions
NEW YORK – Online targeting platform leader [x+1], www.xplusone.com, announced the introduction of a Web services application programming interface (API) that will provide greater flexibility for integrating a company’s existing website infrastructure with [x+1] Origin, its leading digital marketing hub.
This new offering gives marketers a choice between using traditional browser-based tag integration or the cloud-based Web services APIs. [x+1] Origin is the only digital marketing hub offering this integration option.
As a capability of the company’s leading Site+1 website personalization product, the many benefits of this approach include ease of integration across a breadth of third-party Web infrastructure systems and alternative channel platforms such as mobile, a fast growing area for online customer interactions. The API connection provides data exchange in real time, meaning any changes in user data or behavior are made instantly available for website personalization and media targeting in [x+1] Origin with no latency.
How it works: Application servers inside a marketer’s data center communicate with the [x+1] Web services API over a secure public or private network connection. A user’s browser does not interact directly with the [x+1] servers or domain/cookie space, providing increased control and security for the marketer.
Tom Caputo, Vice President of Product Management for [x+1], said the new offering has tremendous implications for marketing data management, allowing both data capture and data querying in real time via the server-to-server API.
“Our clients told us they wanted increased control and greater options for real-time integration of our digital marketing hub into their Web and data infrastructure,” Caputo said. “Our new architecture and APIs makes it easier for them to integrate these systems, creating a central hub for their digital marketing efforts. At the same time, we’ve given clients a choice of integration methods.”
Other benefits of the Web services API integration:
• Increased security and client control as all page content flows through the marketer’s Web infrastructure
• Better visibility into and control over page load times as all decision requests are sent server-to-server on managed bandwidth, reducing the number of browser-to-server round trips
• Elimination of the need for [x+1] cookies and tags, making content decisions and conversion tracking applicable even in cases where the browser or device does not support third-party cookies