MC API and Data Delivery Design

[TNATALI]

MC API and Data Delivery Design

Summary
Halo and Origin are collaborating to create a set of improved endpoints to simplify the creation and retrieval of reports. The objective is to enable advertisers to integrate programmatically with the platform in a way that is secure and scalable while providing business functionalities that support CMM.

Vision & Approach
Overarching product vision: To enable an Origin user to create and receive a report output programmatically.
Insights from Advertisers: Driven by the following insights captured from top advertisers in the UK, we are proposing priority API scope addresses the below points:
They want report outputs to be ingestible into other tools they work with
They find it difficult to look at reporting in isolation to planning
Pulling reports manually is too slow - there needs to be a way to retrieve data from hundreds of reports in an automated way to filter and model

Different media agencies categorize campaigns in different ways e.g. some planners want to see Reach data across multiple clients over a long period, grouping by audience instead of campaign or brand

Delivery Approach
We are proposing a phased approach to deliver the API which will accelerate time-to-market by delivering an MVP at pace. This will also ensure that we are able to capture early feedback and build a product aligned with actual user needs, based on real-world usage and ongoing feedback from the Origin Beta trial.

Phase 1:

Report Output API: The Origin UI will continue to support campaign search, campaign grouping and report creation with a new Report Output API to automate the report output
The objective is to enable a user to extract the report output result programmatically directly into their own systems, which will be enhanced by report scheduling capability due Q1 FY25.
This will assist users who are working with the report output as part of their day to day job role, and solves a key use case of getting the data into their agency systems and reduces the effort required to get the output.
In this initial phase, we will look to bring on an MVP user to help test the product and ensure it remains on track to meet the needs of users.

Phase 2:
Report Creation & Output API: Origin UI will continue to support campaign search and grouping - an updated API will include report creation as well as automated output as built previously in Phase 1.
The objective is to enable the user to create a report via the API as per measurement policy and download the report programmatically and output the result directly into their own systems, which will be enhanced by the pre-defined report template capability due Q2 FY25 (TBC).
To note for future direction of this API product, we do expect there to always be a need for a UI of the Origin product given the likelihood of less technical users using the API. This will be the assumption unless it is validated otherwise with early phase users. Functionality such as campaign selection and grouping is a more complex action to carry out using the API so UI will be used for this.

[TNATALI]

For the contributors, deltails on the API requirements is available upon request