Google announces the plan to delay the rollout of their new APIs until 2024

As we all know, Google is constantly evolving and making changes to its products and services. Recently, they announced that they are planning to delay the rollout of their new APIs until 2024. This is a huge change, and it will have a major impact on how developers integrate with Google products.

The main reason for the delay is that Google wants to give developers more time to transition to its new cookie policies. These policies are designed to protect user privacy, and they will have a big impact on the way that developers use cookies. Google is giving developers a further grace period to make sure that they are compliant with these new policies.

This is a major change for Google and it will have a big impact on the way that developers work with their products. If you’re a developer who’s planning to integrate with Google products, you should make sure that you’re aware of this delay and the impact it will have on your work.

Whilst the delay is unfortunate for some, it's important to remember that Google is not the only player in the game. There are other companies working on similar solutions, and the Cookie ecosystem is not going away overnight.

In the meantime, developers should continue to explore all of their options and find the best solution for their needs.

Unique Identifiers

In the world of online advertising, data is king. And when it comes to connecting first-party e-commerce customer data with second and third-party data for efficient advertising, authenticated, durable IDs are the key to success.

For those unfamiliar with the term, an authenticated, durable ID is a unique identifier that is used to connect a customer's first-party data with their second and third-party data. This allows for more efficient advertising, including prospecting and retargeting.

One of the most popular ways to create authenticated, durable IDs is through the use of cookies. By integrating with the Google API, businesses can create cookies that are specific to their customers and can be used to connect customer data across different platforms.

The process of creating and managing cookies can be complex, but the benefits of using authenticated, durable IDs are clear. By connecting first-party e-commerce customer data with second and third-party data, businesses can more effectively target their advertising, resulting in more prospects and more sales.

Scale has been working since 2017 on solutions that allow our advertisers and publishers to benefit from a seamless API integration  - alongside Impact, every client we integrate into the performance ecosystem benefits from real time metrics and optimised campaigns with a more effective targeting of advertising, resulting in more prospects and sales.

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Tips for API integrations

API integration can be a complex process, especially when it comes to something as important as Google APIs. Here are a few tips to make the process a little easier:

1. Make sure you have the right tools. You'll need a way to access the API (often through a developer portal), and you'll need a way to test and debug your integration.

2. Familiarise yourself with the API. Take some time to read through the documentation and understand how the API works.

3. Cookies. Be sure to handle cookies correctly when making API calls. Google APIs use cookies for authentication and authorisation, so you'll need to make sure your integration can handle them properly.

4. Test, test, test. As with any integration, it's important to test your work to ensure everything is working as expected.Following these tips should help make the API integration process a little smoother.