Google launches Data Manager API

Google is rolling out a new Data Manager API designed to help advertisers more easily connect their first-party data to Google’s AI-powered ad tools — aiming to boost measurement, targeting and performance without the complexity of juggling multiple systems.

Why we care. The Data Manager API makes it easier to feed high-quality first-party data into Google’s AI, which directly improves targeting, measurement, and bidding performance. By replacing multiple APIs with one streamlined connection, it reduces engineering work and speeds up how quickly insights flow back into campaigns. As cookies fade, this becomes a key tool for getting better results from the data advertisers already have.

Driving the news. The Data Manager API unifies what previously required multiple Google platform APIs, creating one centralized integration point for advertisers, agencies and developers.

Marketers can use it to:

• Upload and refresh audience lists
• Send offline conversions to improve measurement
• Enhance bidding performance by feeding Google AI richer signals

It extends Google’s existing codeless Data Manager tool, which tens of thousands of advertisers already use to activate first-party data.

Partnership push. To speed adoption, Google is launching with integrations from AdSwerve, Customerlabs, Data Hash, Fifty Five, Hightouch, Jellyfish, Lytics, Tealium, Treasure Data, Zapier and others.

State of play. The API is available starting today across Google Ads, Google Analytics and Display & Video 360, with more product integrations on the way.

The bottom line. Advertisers who adopt the Data Manager API will give Google’s AI better fuel, improve measurement, reduce engineering complexity, and unlock stronger performance — all while preparing for a privacy-first future.