Build and test personalized, optimized, and synchronized digital interactions at every touchpoint, with the flexibility, security, and scalability you need.
As personalization and experience optimization has become increasingly strategic for brands, many teams are looking to integrate such capabilities natively across new and emerging channels. With Experience APIs, Dynamic Yield’s entire personalization suite, including programmatic targeting, product recommendations, behavioral messaging, and more can now be implemented on the server-side.
Traditionally, A/B testing and personalization campaigns are implemented on the client-side using in-browser javascript libraries. Easy to integrate and offering marketers the ability to independently test and deliver web-based experiences with minimal reliance on developers, it’s no wonder it has become an industry standard.
Fast-forward to the age of digital connectivity and you will find, however, that customers today expect the same superior experience they receive on-site across every channel of interaction, whether online or off. Forced to seek out more sophisticated solutions that will allow them to expand beyond the web, teams can now leverage Dynamic Yield’s Experience APIs to natively integrate the personalization capabilities they rely on within the mobile app, email, IoT devices, in-store kiosks, call centers, or any other digital touchpoint a brand has with a customer.
In this post, we’ll dive into some of the exciting use cases and benefits moving to the server-side unlock, which include improved performance, centralized code control, and greater security, in addition to the experience continuity teams so vitally require to keep pace.
What are the Experience APIs?
Dynamic Yield’s Experience APIs are a set of Application Programming Interfaces (APIs) that provide product managers and developers with a greater level of flexibility and control when it comes to delivering relevant and synchronized digital interactions across the entire stack.
Find a breakdown of the different APIs and what they do, below:
Personalization and Targeting API – Test and target behavioral 1:1 messaging, homepage banners, recommendations, and more based on specific markets or audience groups across any digital touchpoint.
Recommendation API – Serve recommendations with manual rule designation and per-slot level targeting in addition to algorithm-driven results according to performance. Also, push individual changes to the product feed in real time.
Customer Data API – Reorder the layout or content selection based on a user’s affinity, as well as capture and retrieve person-level profile data (no matter the source) to create custom experiences for each visitor.
Implementation options, we got ’em
We understand that the client-side vs. server-side debate is a real one, but thankfully, you don’t necessarily have to make an either/or choice. Dynamic Yield provides two distinct implementation methods to choose from:
Web-Script + APIs
With our classic offering, you can now take advantage of the many client-side benefits you’ve come to love, such as Dynamic Yield’s out-of-the-box templates, WYSIWYG, friendly user interface, and more while also rolling out API-based experiences.
This not only allows marketing teams to continue creating and launching campaigns on their own but also opens the door for development teams to build more advanced use cases that would not have been possible using only the Dynamic Yield script.
APIs Only
For those who have the technical resources and long-term vision, the option to run experiences purely via API is also available. Although more involved, the wider range of capabilities, deeper insights, and overall sophistication of server-side testing compensate for what the method may lack in ease and convenience.
The APIs Only implementation truly provides teams with a blank canvas, granting developers complete and centralized control over the code to create innovative experiences without limitation.
Web Script + APIsAPIs-OnlyHow is page
load affected?Experiences can be rendered server- and client-side. Below the fold experiences can be done asynchronously, minimizing load impact.Personalization is done before the page is rendered, so there is minimal effect on performance.Degree of
developer control?Configurable, as structural changes can remain within the development workflow, with minor or below-the-fold changes still able to be done by business users.Higher, as changes to the site can be monitored and controlled by IT.Ease of use
for marketers?Depending on the implementation, marketers can easily deploy client-side campaigns alongside those via API when necessary.Business users will need to rely heavily on developers to create new programs but can use templates to easily make changes and launch campaigns.ReachLimited to desktop and mobile web browsers.Personalization can be achieved on any device or platform capable of making an API call.
A new way to work
Operating in the world of APIs requires close collaboration between stakeholders in marketing and product as launching API-based campaigns differs from the current workflow, which is often handled by folks on the business side.
Now, once a team comes up with a hypothesis to test, developers will need to first build the experience or template in the backend with variables to alter. Then, marketers, merchandisers, product managers, and so on can reuse and customize these predefined templates to create multiple campaigns with the flexibility and freedom they are familiar with.
ICYMI, we’re offering a free 14-day Experience APIs trial. Simply sign-up for access to a sandbox environment and start playing.
While certainly a change, the benefits of our Experience APIs and how they can be utilized are vast, which I’ll now cover.
What are the benefits of the Experience APIs?
Oh, the places personalization will go!
There is no limit to the channels, touchpoints, devices, and interactions that personalization can influence with Dynamic Yield’s Experience APIs. In fact, with each and every connection, personalization becomes more powerful – not to mention, relevant.
For instance, retailers who are looking to create more immersive in-store experiences can leverage kiosks to assist shoppers in product discovery. These digital screens can allow loyalty members to sign-in and claim personalized offers based on their past purchase behavior and affinities. Or, using self-segmentation surveys, recommend items based on the visitor’s responses as well as info on where to find them in the store. Location data could also be leveraged to showcase the most popular products available based on what other shoppers in the area are purchasing.
The data collected can then be used to enrich a customer’s profile or further augment experiences online.
Personalization can be embedded within kiosks via our Experience APIs, allowing brands to enhance the in-store shopping experience
Say goodbye to flicker
In 2014, Walmart measured the impact of site performance on conversions and found that when page load time jumped from one to four seconds, conversions declined sharply. On the flip side, for every one second reduced, it saw a two percent increase in conversions. For an eCommerce site raking in $10M a year, that improvement could mean a $200,000 increase in revenue – only likely much more as consumer expectations have significantly risen since then.
This is especially important for elements above the fold which are immediately visible when the page loads, where minimal latency or no flicker is the preferred outcome. In these instances, teams can call Dynamic Yield’s Experience APIs from the server, as with this approach, the personalized content is already included in the markup before the page is rendered, resulting in a flawless execution of the experience (see ya never, flicker).
Client-side campaigns can also then be rendered “below the fold” asynchronously, minimizing page load impact for those implementing Dynamic Yield in a hybrid fashion.
New applications, no sensitive data
Many teams want to test things like different pricing models or use proprietary customer data to better match visitors with the appropriate products or content, but don’t want to expose any of the sensitive information necessary to serve experiences such as this in the browser.
By running tests via our Experience APIs, only the chosen variation is served to customers (without revealing any other data), opening up new opportunities to experiment with different use cases of personalization.
Financial brands can show identified customers an exclusive promotion based on proprietary information such as credit score
Implementation validation? No problem
As teams go through the implementation process and begin launching API-based experiences, developers will need a way to quickly review the calls they are making to verify there are no issues or errors.
Our API logs give an in-depth overview of events, pageviews, clicks, and choose variation calls, allowing for simple troubleshooting of unexpected behavior to find and rectify the root cause. Teams can filter results by time range, type, status, warnings, and errors for more details, and drill down into any API call for the full text of any errors or warnings, plus the full body of the request that’s been made.
Developers can use our API Logs dashboard to easily check and troubleshoot their implementation
Fear not, the APIs are your friend
Whether you support the claim that APIs are eating the world or not, more and more brands are moving to unite the logic powering both their web and mobile apps into one core set of flexible and secure server-side services.
If you’re ready to look beyond the use of third-party client scripts, we’ve designed our Experience APIs to be called from either the client-side, server-side, or both, with each team’s architecture and privacy concerns in mind.
If you’re a current customer and want to get started, contact your CSM to come up with a roadmap that makes sense for you. We’re also offering a 14-day Experience APIs trial for those who want to take our server-side solutions for a test drive, so sign-up today and feel the power!
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}</script> <link rel="shortcut icon" href="https://www.dynamicyield.com/wp-content/uploads/2018/11/favicon-194x194.png" /><link rel="amphtml" href="https://www.dynamicyield.com/blog/beyond-the-web-with-experience-apis/amp/"></head><body class="post-template-default single single-post postid-141946 single-format-standard wp-featherlight-captions et_fixed_nav osx et_right_sidebar safari et_includes_sidebar elementor-default default_header"><div id="page-container"><header id="main-header" class="et_nav_text_color_dark"
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class="main-logo-container"><div id="logo_symbol"><svg xmlns="http://www.w3.org/2000/svg" xml:space="preserve" id="Layer_1" x="0" y="0" version="1.1" viewBox="0 0 266.8 164.9"><g id="XMLID_23_"><path fill="#ff5f00" d="M97.3 17.5h72.2v129.7H97.3z"/><path id="XMLID_35_" fill="#eb001b" d="M101.9 82.4c0-26.3 12.3-49.7 31.5-64.8-14-11-31.7-17.6-51-17.6C36.9-.1 0 36.8 0 82.4c0 45.5 36.9 82.5 82.5 82.5 19.2 0 36.9-6.6 51-17.6-19.3-15.2-31.6-38.6-31.6-64.9z"/><path d="M266.8 82.4c0 45.5-36.9 82.5-82.5 82.5-19.2 0-36.9-6.6-51-17.6 19.2-15.1 31.5-38.5 31.5-64.8s-12.3-49.7-31.5-64.8c14-11 31.7-17.6 51-17.6 45.6-.2 82.5 36.7 82.5 82.3zM259 133.5v-2.7h1.1v-.5h-2.7v.5h1.1v2.7h.5zm5.3 0v-3.2h-.8l-1 2.2-1-2.2h-.8v3.2h.6v-2.4l.9 2.1h.6l.9-2.1v2.4h.6z" fill="#f79e1b"/></g></svg></div> </a></div><div id="et-top-navigation" class="cd-morph-dropdown"><nav id="top-menu-nav" class="main-nav"><ul id="top-menu" class="nav"></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li></li><li class="has-dropdown product menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="product" title=""> <a href="">Product</a></li><li class="has-dropdown solutions menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="solutions" title=""> <a href="">Solutions</a></li><li class="has-dropdown why_dy menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="why-dynamic-yield" title="Why DY"> <a href="">Why Dynamic Yield</a></li><li class="has-dropdown company menu-has-cta menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="company" title=""> <a href="">Company</a></li><li class="has-dropdown learning_center menu-has-cta top-link-use-cases menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children" data-content="learning-center" title=""> <a href="">Learning Center</a></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="connect-with-us" title=""> <a href="https://www.dynamicyield.com/contact/"><span class="button-arrow">Connect with us</span></a></li></ul></nav><div class="morph-dropdown-wrapper"><div class="dropdown-list"><div class="dropdown-tooltip"></div><ul><li id="product" class="dropdown links"><a href="" class="label">Product</a><div class="content"><ul><li class="intro"><div class="exp_os-wrapper"><h2>Experience OS</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-os/"><span class="menu-banner-img-wrap"><img class="menu-banner-img-desktop" src="/wp-content/uploads/2024/10/expos-nav-updated.png" width="218" height="131" /><img class="menu-banner-img-mobile" src="/wp-content/uploads/2024/10/expos-nav-updated-mobile.png" width="114" height="98" /></span><span class="menu-cta-text-wrap"><span class="menu-cta-subtitle">Get an overview of Dynamic Yield’s product and see why we’re known as the Experience OS.</span> <span class="menu-cta-button">Learn more →</span></span></a></li></ul></div></li><li class="left"><div class="key_caps-wrapper"><h2>Core Capabilities</h2><ul class="links-list"><li class="key-caps-segment menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/segmentation/"><svg version="1.1" id="audience" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="audience-green" fill="#4FB294" d="M9.291,30H30V9.291C18.562737,9.291,9.291,18.562737,9.291,30z"/><path id="audience-black" d="M12.527,15.947C9.240353,12.385597,4.806085,10.093244,0,9.471V30h7.639 C7.632218,24.897682,9.35532,19.943764,12.527,15.947z"/><circle id="audience-circle" fill="#4FB294" cx="15" cy="4.967" r="4.967"/></svg>Segmentation<span>Identify, build, and analyze audiences</span></a></li><li class="key-caps-omnichannel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/targeting/"><svg version="1.1" id="personalization" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20.987 30" style="enable-background:new 0 0 20.987 30;" xml:space="preserve"><path id="personalization-black-2" d="M20.987,19.507c0,5.795401-4.698099,10.4935-10.4935,10.4935S0,25.302401,0,19.507H20.987z"/><path id="personalization-pink" fill="#EE3968" d="M18.143,10.245c0,4.224978-3.425022,7.649999-7.65,7.649999S2.842999,14.469978,2.842999,10.245 H18.143z"/><circle id="personalization-black-1" cx="10.494" cy="4.307" r="4.307"/></svg>Targeting<span>Serve each customer with unique offers</span></a></li><li class="key-caps-recs menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/recommendations/"><svg version="1.1" id="recs" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="recs_4" d="M15.953,30H30V15.953H15.953V30z"/> <path id="recs_3" d="M0,15.953V30h14.047V15.953H0z"/><path id="recs_2" fill="#FFA354" d="M30,14.047V0H15.953v14.047H30z"/><path id="recs_1" d="M14.047,0H0v14.047h14.047V0z"/></svg>Recommendations<span>Algorithmically predict customers’ interests</span></a></li><li class="key-caps-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/journey-orchestration/"><svg version="1.1" id="trigger" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 26.017 30" style="enable-background:new 0 0 26.017 30;" xml:space="preserve"><path id="trigger-black" d="M14.017,12h12l-12,18V12z"/><path id="trigger-purple" fill="#5D39B9" d="M12,18H0L12,0V18z"/></svg>Journey Orchestration<span>Reach customers at critical moments</span></a></li><li class="key-caps-abtesting menu-item menu-item-type-custom menu-item-object-custom"><a href="/optimization/"><svg version="1.1" id="testing" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 28.713001 30" style="enable-background:new 0 0 28.713001 30;" xml:space="preserve"><path id="testing-blue" fill="#6BDADA" d="M15.831,0c7.114532,0,12.882001,5.767468,12.882001,12.882S22.945532,25.764,15.831,25.764l0,0V0z"/><path id="testing-black" d="M12.882,30C5.767468,30,0,24.232533,0,17.118S5.767468,4.236,12.882,4.236V30z"/></svg>Optimization<span>Experiment on any digital property</span></a></li><li class="key-caps-search menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/search/"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_4082_5186)" id="cap-search-svg-bg"> <path d="M11.6757 9.81054C8.73958 9.81054 6.35089 7.42177 6.35089 4.48562C6.35089 2.62899 7.30664 0.992133 8.75134 0.0388074C8.50309 0.0155936 8.25193 0.00238037 7.99762 0.00238037C3.58066 0.00238037 0 3.58304 0 8C0 12.417 3.58066 15.9976 7.99762 15.9976C12.4146 15.9976 15.9952 12.417 15.9952 8C15.9952 7.86848 15.9916 7.73782 15.9853 7.60785C15.0166 8.94122 13.4462 9.81054 11.6757 9.81054Z" fill="black"/> <path id="cap-search-svg-circle" d="M11.6757 0.161346C11.2226 0.161346 10.7857 0.231773 10.3749 0.361649C8.62429 0.915114 7.35156 2.55436 7.35156 4.48561C7.35156 6.87003 9.29141 8.80988 11.6757 8.80988C13.5373 8.80988 15.1277 7.62753 15.7358 5.97437C15.9066 5.51 16 5.00851 16 4.48561C16 2.10119 14.0602 0.161346 11.6757 0.161346Z" fill="#FFC61E"/> </g> <defs> <clipPath id="clip0_4082_5186"> <rect width="16" height="16" fill="white"/> </clipPath> </defs> </svg>Search<span>Help customers find what they want</span></a></li></ul></div></li><li class="right"><div class="scale-wrapper"><h2>Made for Scale</h2><ul class="links-list"><li class="key_caps-element menu-item menu-item-type-custom menu-item-object-custom"><a href="/element/">Element<span>A groundbreaking new dimension of hyper-personalization</span></a></li><li class="key_caps-adaptml menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ai/">AI & Automation<span>Increase automation, lower operational costs, and drive more revenue with a holistic AI personalization system</span></a></li><li class="key_caps-apis menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-apis/">Experience APIs<span>Give developers the tools they need to build the best customer experiences</span></a></li><li class="key_caps-enterprise menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise solutions<span>Scale with security, privacy, and compliance, made for the enterprise</span></a></li></ul></div></li></ul><a href="/shopping-muse/" target="" class="banner"><div class="menu-banner"><span class="menu-cta-text"><strong>Meet Shopping Muse: </strong> Conversational commerce meets cutting-edge personalization.</span> <span class="menu-cta-button">Learn more →</span></div></a></div></li><li id="solutions" class="dropdown links"><a href="" class="label">Solutions</a><div class="content"><ul><li class="left"><div class="industries-wrapper"><h2>Industries</h2><ul class="links-list"><li class="industry-ecomm menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ecommerce/">eCommerce</a></li><li class="industry-finserv menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/financial-services/">Financial Services</a></li><li class="industry-qsr menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/restaurants/">Restaurants</a></li><li class="industry-grocery menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/grocery/">Grocery</a></li><li class="industry-b2b menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/b2b-ecommerce/">B2B eCommerce</a></li><li class="industry-travel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/travel/">Travel</a></li><li class="industry-gaming menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gaming/">iGaming</a></li><li class="industry-media menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/media/">Media</a></li></ul></div></li><li class="right"><div class="channels-wrapper"><h2>Channels</h2><ul class="links-list"><li class="channels-web menu-item menu-item-type-custom menu-item-object-custom"><a href="/web/">Web<span>Create customer-centric web experiences</span></a></li><li class="channels-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/channels/email/">Email<span>Personalize emails with a no-code builder</span></a></li><li class="channels-mobile-apps menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/mobile/">Apps<span>Optimize mobile app experiences</span></a></li><li class="channels-ads menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/advertising/">Ads<span>Improve customer acquisition results</span></a></li></ul></div></li></ul></div></li><li id="why-dynamic-yield" class="dropdown links"><a href="" class="label">Why Dynamic Yield</a><div class="content"><ul><li class="impact-wrapper"><h2>Proven impact and success services</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/clients/">Select customers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/case-studies/">Case studies</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/customer-success/">Customer success services</a></li></ul></li><li class="scale-wrapper"><h2>Built for scale</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise-grade solutions</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/adaptml/">AI Technology</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gdpr-and-privacy/">GDPR and data privacy</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/security/">Security</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/compliance/">Compliance</a></li></ul></li><li class="network-wrapper"><h2>Robust partner network</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partners/">Partner library</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partner-program/">Partnership program</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/partners/#technology-partners">Tech Partners and Integrations</a></li></ul></li><li class="resources-wrapper"><h2>Extensive product resources</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us">Knowledge Base</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="http://academy.dynamicyield.com/">Academy & Certification</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us/community/topics">Community</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://dy.dev/">API documentation</a></li></ul></li></ul><a href="https://www.dynamicyield.com/personalization-awards/" target="_self" class="banner"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/11/2023-award-badge.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">The Personalization Awards</strong> <span class="menu-cta-subtitle">Celebrating customers and partners setting the gold-standard for personalization</span> <span class="menu-cta-button">Learn more →</span></div></div></a></div></li><li id="company" class="dropdown button"><a href="" class="label">Company</a><div class="content"><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/for-the-world/about-us.html">About us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/blog/">Blog</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/labs/">DY Labs</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/careers/">Careers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://events.dynamicyield.com/">Events</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/news-and-trends/stories.html">Press</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/awards-and-recognitions/">Awards</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/contact/">Contact us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/request-demo/">Request a demo</a></li></ul></div></li><li id="learning-center" class="dropdown links"><a href="" class="label">Learning Center</a><div class="content"><ul><li class="top"><ul class="links-list"><li class="resources-xp hidden-mobile menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learn/">Take your knowledge to exponential levels</a></li><li class="hidden-desktop menu-item menu-item-type-custom menu-item-object-custom"><a href="/learn/">XP<sup>2</sup> Hub<span>Take your knowledge to exponential levels</span></a></li><li class="resources-paths menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learning-paths/">Learning Paths<span>Curated courses on key skill areas</span></a></li><li class="resources-webinars menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/talks/">Talks<span>Engaging discussions taking place in CX</span></a></li><li class="resources-articles menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/articles/">Articles<span>An expansive collection of in-depth playbooks</span></a></li><li class="resources-glossary menu-item menu-item-type-custom menu-item-object-custom"><a href="/glossary-terms/">Encyclopedia<span>A glossary of experience optimization 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target="_self"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/03/rooted-icon.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">Rooted Personalization<span>new</span></strong> <span class="menu-cta-subtitle">Learn a scalable methodology for building an audience-based personalization program.</span> <span class="menu-cta-button">Find out more →</span></div></div></a></li></ul></div></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="connect-with-us" title=""> <a href="https://www.dynamicyield.com/contact/"><span class="button-arrow">Connect with us</span></a></li></ul><div class="bg-layer" aria-hidden="true"></div></div></div></li></ul></nav></div><div class="topnav-buttons"><div class="language-switcher header-language-switcher"><ul><li>en<ul><li><a class="active" 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APIs</div><div class="lc-header-right lc-flex"><ul class="lc-header-social lc-flex"><li class="et-social-icon"> <a href="#" title="Share on Facebook" class="icon" onclick="window.open('https://www.facebook.com/sharer/sharer.php?u=' + encodeURIComponent(document.URL) + '&t=' + encodeURIComponent(document.URL)); return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 460.1990662 458.5138245"><path 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class="button-inner"> XP² Newsletter </span> </a></div></div></div><div class="lc-progress-wrap"><div class="lc-scroll-progress"></div></div></header><article id="post-141946" class="et_pb_post post-141946 post type-post status-publish format-standard has-post-thumbnail hentry category-product tag-experience-apis"><div class="article-content"><div class="article-breadcrumbs"> <a href="https://www.dynamicyield.com/blog/" title="Blog">Blog</a><ul class="post-categories"><li><a href="https://www.dynamicyield.com/blog/category/product/" rel="category tag">Product</a></li></ul></div><h1 class="article-title">Deliver tailored customer experiences beyond the web with Experience APIs</h1><h2 class="article-excerpt">In this post, we’ll dive into some of the exciting use cases and benefits moving to the server-side unlock.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/KerenKoshman-114.png" alt="Keren Koshman" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/kerenkoshman/" title="Posts by Keren Koshman" rel="author">Keren Koshman</a></div><div class="article-author-title-text"> Product Manager, Dynamic Yield</div></div></div><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/shana-126.jpg" alt="Shana Pilewski" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/shana/" title="Posts by Shana Pilewski" rel="author">Shana Pilewski</a></div><div class="article-author-title-text"> Senior Director of Marketing, Dynamic Yield</div></div></div></div><div class="entry-content article-entry-content"><p>Build and test personalized, optimized, and synchronized digital interactions at every touchpoint, with the flexibility, security, and scalability you need.</p><p><strong><em>As personalization and experience optimization has become increasingly strategic for brands, many teams are looking to integrate such capabilities natively across new and emerging channels. With Experience APIs, Dynamic Yield’s entire personalization suite, including programmatic targeting, product recommendations, behavioral messaging, and more can now be implemented on the server-side. </em></strong></p><p>Traditionally, <a href="https://www.dynamicyield.com/lesson/introduction-to-ab-testing/">A/B testing</a> and personalization campaigns are <a href="https://www.dynamicyield.com/blog/client-side-vs-server-side/">implemented on the client-side</a> using in-browser javascript libraries. Easy to integrate and offering marketers the ability to independently test and deliver web-based experiences with minimal reliance on developers, it’s no wonder it has become an industry standard.</p><p>Fast-forward to the age of digital connectivity and you will find, however, that customers today expect the same superior experience they receive on-site across every channel of interaction, whether online or off. Forced to seek out more sophisticated solutions that will allow them to expand beyond the web, teams can now leverage Dynamic Yield’s <a href="https://www.dynamicyield.com/experience-apis/">Experience APIs</a> to natively integrate the personalization capabilities they rely on within the mobile app, email, IoT devices, in-store kiosks, call centers, or any other digital touchpoint a brand has with a customer.</p><p>In this post, we’ll dive into some of the exciting use cases and benefits <a href="https://www.dynamicyield.com/blog/server-side-testing-and-personalization/">moving to the server-side</a> unlock, which include improved performance, centralized code control, and greater security, in addition to the experience continuity teams so vitally require to keep pace.</p><h2>What are the Experience APIs?</h2><p>Dynamic Yield’s Experience APIs are a set of <a href="https://www.dynamicyield.com/glossary/api/">Application Programming Interfaces (APIs)</a> that provide product managers and developers with a greater level of flexibility and control when it comes to delivering relevant and synchronized digital interactions across the entire stack.</p><p>Find a breakdown of the different APIs and what they do, below:</p><p><strong>Personalization and Targeting API</strong> – Test and target behavioral <a href="https://www.dynamicyield.com/messaging/">1:1 messaging</a>, homepage banners, recommendations, and more based on specific markets or audience groups across any digital touchpoint.</p><p><strong>Recommendation API</strong> – Serve recommendations with manual rule designation and per-slot level targeting in addition to algorithm-driven results according to performance. Also, push individual changes to the product feed in real time.</p><p><strong>Customer Data API</strong> – Reorder the layout or content selection based on a <a href="https://www.dynamicyield.com/lesson/exposing-the-complexity-of-user-affinities/">user’s affinity</a>, as well as capture and retrieve person-level profile data (no matter the source) to create custom experiences for each visitor.</p><h3>Implementation options, we got ’em</h3><p>We understand that the <a href="https://www.dynamicyield.com/lesson/client-side-vs-server-side/">client-side vs. server-side debate</a> is a real one, but thankfully, you don’t necessarily have to make an either/or choice. Dynamic Yield provides two distinct implementation methods to choose from:</p><p><strong>Web-Script + APIs</strong></p><p>With our classic offering, you can now take advantage of the many client-side benefits you’ve come to love, such as Dynamic Yield’s <a href="https://www.dynamicyield.com/templates">out-of-the-box templates</a>, WYSIWYG, friendly user interface, and more while also rolling out API-based experiences.</p><p>This not only allows marketing teams to continue creating and launching campaigns on their own but also opens the door for development teams to build more advanced use cases that would not have been possible using only the Dynamic Yield script.</p><p><strong>APIs Only</strong></p><p>For those who have the technical resources and long-term vision, the option to run experiences purely via API is also available. Although more involved, the wider range of capabilities, deeper insights, and overall sophistication of server-side testing compensate for what the method may lack in ease and convenience.</p><p>The APIs Only implementation truly provides teams with a blank canvas, granting developers complete and centralized control over the code to create innovative experiences without limitation.</p><div class="api-only-table-wrapper"><table class="api-only-table"><thead><tr><td class="empty"></td><td class="blue">Web Script + APIs</td><td class="purple">APIs-Only</td></tr></thead><tbody><tr><td>How is page <br>load affected?</td><td>Experiences can be rendered server- and client-side. Below the fold experiences can be done asynchronously, minimizing load impact.</td><td>Personalization is done before the page is rendered, so there is minimal effect on performance.</td></tr><tr><td>Degree of <br>developer control?</td><td>Configurable, as structural changes can remain within the development workflow, with minor or below-the-fold changes still able to be done by business users.</td><td>Higher, as changes to the site can be monitored and controlled by IT.</td></tr><tr><td>Ease of use <br>for marketers?</td><td>Depending on the implementation, marketers can easily deploy client-side campaigns alongside those via API when necessary.</td><td>Business users will need to rely heavily on developers to create new programs but can use templates to easily make changes and launch campaigns.</td></tr><tr><td>Reach</td><td>Limited to desktop and mobile web browsers.</td><td>Personalization can be achieved on any device or platform capable of making an API call.</td></tr></tbody></table></div><style>.api-only-table-wrapper {
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}</style><h3>A new way to work</h3><p>Operating in the world of APIs requires close collaboration between stakeholders in marketing and product as launching API-based campaigns differs from the current workflow, which is often handled by folks on the business side.</p><p>Now, once a team comes up with a hypothesis to test, developers will need to first build the experience or template in the backend with variables to alter. Then, marketers, merchandisers, product managers, and so on can reuse and customize these predefined templates to create multiple campaigns with the flexibility and freedom they are familiar with.</p><p><em>ICYMI, we’re offering a </em><a href="https://www.dynamicyield.com/experience-apis-sign-up/"><em>free 14-day Experience APIs trial</em></a><em>. Simply sign-up for access to a sandbox environment and start playing. </em></p><p>While certainly a change, the benefits of our Experience APIs and how they can be utilized are vast, which I’ll now cover.</p><h2>What are the benefits of the Experience APIs?</h2><h3>Oh, the places personalization will go!</h3><p>There is no limit to the channels, touchpoints, devices, and interactions that personalization can influence with Dynamic Yield’s Experience APIs. In fact, with each and every connection, personalization becomes more powerful – not to mention, relevant.</p><p>For instance, retailers who are looking to create more immersive in-store experiences can leverage kiosks to assist shoppers in product discovery. These digital screens can allow loyalty members to sign-in and claim personalized offers based on their past purchase behavior and affinities. Or, using <a href="https://www.dynamicyield.com/personalization-examples/?tags=customer-surveys&order=menu_order&gate=or">self-segmentation surveys</a>, recommend items based on the visitor’s responses as well as info on where to find them in the store. Location data could also be leveraged to showcase the most popular products available based on what other shoppers in the area are purchasing.</p><p>The data collected can then be used to <a href="https://www.dynamicyield.com/blog/enrich-the-martech-stack-with-dynamic-yields-robust-audience-data/">enrich a customer’s profile</a> or further augment experiences online.</p><div style="text-align: center;"><p> <img fetchpriority="high" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2020/10/experience-apis-inline-1.png" alt="Thread.com builds a unique style profile from which to deliver tailored user experiences" width="1330" height="630" /></p><div style="margin-bottom: 30px; margin-top: -5px; font-size: 16px; color: #999; text-align: center;"><em>Personalization can be embedded within kiosks via our Experience APIs, allowing brands to enhance the in-store shopping experience</em></div></div><h3>Say goodbye to flicker</h3><p>In 2014, <a href="https://www.slideshare.net/devonauerswald/walmart-pagespeedslide">Walmart measured the impact of site performance on conversions</a> and found that when page load time jumped from one to four seconds, conversions declined sharply. On the flip side, for every one second reduced, it saw a two percent increase in <a href="https://www.dynamicyield.com/glossary/conversion/">conversions</a>. For an eCommerce site raking in $10M a year, that improvement could mean a $200,000 increase in revenue – only likely much more as consumer expectations have significantly risen since then.</p><p>This is especially important for elements <a href="https://www.dynamicyield.com/glossary/fold/">above the fold</a> which are immediately visible when the page loads, where minimal latency or no flicker is the preferred outcome. In these instances, teams can call Dynamic Yield’s Experience APIs from the server, as with this approach, the personalized content is already included in the markup before the page is rendered, resulting in a flawless execution of the experience (see ya never, flicker).</p><p>Client-side campaigns can also then be rendered “<a href="https://www.dynamicyield.com/glossary/below-the-fold/">below the fold</a>” asynchronously, minimizing page load impact for those implementing Dynamic Yield in a hybrid fashion.</p><p><img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2020/10/experience-apis-inline-2.png" alt="" width="1330" height="900" class="aligncenter size-full wp-image-142292" /></p><h3>New applications, no sensitive data</h3><p>Many teams want to test things like different pricing models or use proprietary customer data to better match visitors with the appropriate products or content, but don’t want to expose any of the sensitive information necessary to serve experiences such as this in the browser.</p><p>By running tests via our Experience APIs, only the chosen variation is served to customers (without revealing any other data), opening up new opportunities to experiment with <a href="https://www.dynamicyield.com/use-cases">different use cases of personalization</a>.</p><div style="text-align: center;"><p> <img decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2020/10/experience-apis-inline-3.png" alt="" width="1330" height="955" /></p><div style="margin-bottom: 30px; margin-top: -5px; font-size: 16px; color: #999; text-align: center;"><em>Financial brands can show identified customers an exclusive promotion based on proprietary information such as credit score</em></div></div><h3>Implementation validation? No problem</h3><p>As teams go through the implementation process and begin launching API-based experiences, developers will need a way to quickly review the calls they are making to verify there are no issues or errors.</p><p>Our API logs give an in-depth overview of events, <a href="https://www.dynamicyield.com/glossary/pageview/">pageviews</a>, clicks, and choose variation calls, allowing for simple troubleshooting of unexpected behavior to find and rectify the root cause. Teams can filter results by time range, type, status, warnings, and errors for more details, and drill down into any API call for the full text of any errors or warnings, plus the full body of the request that’s been made.</p><div style="text-align: center;"><p> <img loading="lazy" decoding="async" src="https://www.dynamicyield.com/wp-content/uploads/2020/10/experience-apis-inline-4.png" alt="" width="1330" height="602" /></p><div style="margin-bottom: 30px; margin-top: -5px; font-size: 16px; color: #999; text-align: center;"><em>Developers can use our API Logs dashboard to easily check and troubleshoot their implementation</em></div></div><h2>Fear not, the APIs are your friend</h2><p>Whether you support the claim that APIs are eating the world or not, more and more brands are moving to unite the logic powering both their web and mobile apps into one core set of flexible and secure server-side services.</p><p>If you’re ready to look beyond the use of third-party client scripts, we’ve designed our Experience APIs to be called from either the client-side, server-side, or both, with each team’s architecture and <a href="https://www.dynamicyield.com/gdpr-and-privacy/">privacy concerns in mind</a>.</p><p>If you’re a current customer and want to get started, contact your CSM to come up with a roadmap that makes sense for you. We’re also offering <a href="https://www.dynamicyield.com/experience-apis-sign-up/">a 14-day Experience APIs trial</a> for those who want to take our server-side solutions for a test drive, so sign-up today and feel the power!</p></div></article><div style="clear: both;"></div></div></div><div class="article-content"><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Categories:</strong><ul class="post-categories"><li><a href="https://www.dynamicyield.com/blog/category/product/" rel="category tag">Product</a></li></ul></div><div class="article-tags-block"><strong>Tags:</strong><a href="https://www.dynamicyield.com/blog/tag/experience-apis/" rel="tag">Experience APIs</a></div></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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