This is a list of all new features and updates that have been made to DSP API endpoints.
Inventory Auction Type Targeting Type is Now Available in the Traffic API
November 19, 2025
What happened?
A new targeting type, Inventory Auction Type for the targeting endpoint, is now available in the Traffic API. Use this targeting type to configure whether a line participates in First Price or Second Price auctions.
What to do?
Use the line targeting endpoint to add, update or disable the inventory auction type targeting option via the traffic API.
Supply Path Optimization Targeting Type is Now Available in the Traffic API
November 19, 2025
What happened?
A new targeting type, Supply Path Optimization for the targeting endpoint, is now available in the Traffic API. Use the CURATION targeting type to target SPO data in the DSP API from top trusted leaders in supply curation, such as Jounce.
What to do?
Use the line targeting endpoint to add, update or disable the supply path optimization targeting option via the traffic API.
Mobile Measurability Targeting Type is Now Available in the Traffic API
November 14, 2025
What happened?
To align with the Yahoo DSP UI, a new targeting type, Mobile Measurability for the targeting endpoint, is now available in the Traffic API. This targeting type configures Open Measurement for mobile measurability.
What to do?
Use the line targeting endpoint to add, update or disable the mobile measurability targeting option via the traffic API.
New Traffic API Endpoint to Explore Audience Details
November 13, 2025
What happened?
To align with the Yahoo DSP UI, the ability to retrieve the size, demographic, device and location details of a given list of audiences using the analytics endpoint has been introduced on the Traffic API, allowing for a deeper understanding of an audience for a given list of Audience Segment IDs.
What to do?
Utilize the Audience Analytics endpoint to gain deeper insights into audience segments.
New Traffic API Endpoint to Explore Audience Metadata
November 13, 2025
What happened?
To align with the Yahoo DSP UI, a new endpoint called Audience Explorer has been introduced on the Traffic API allowing users to view all audiences associated with an advertiser or seat.
What to do?
Utilize the Audience Explorer endpoint to browse through segment metadata for all audiences available for a specific advertiser.
Archived Status for Advertisers, Campaigns, Packages and Lines Now Returns in Traffic API
November 07, 2025
What happened?
To align with the Yahoo DSP UI, Traffic API now returns ARCHIVED status for Advertisers, Campaigns, Packages and Lines.
AdX Programmatic Guaranteed Deal Connected TV Media Type Is Now Available in Traffic API
October 30, 2025
What happened?
To align with the Yahoo DSP UI, AdX Programmatic Guaranteed Deals (PGD) can now be updated from Video to Connected TV (CTV) Line Channel Type to utilize unique Household analytics.
What to do?
When accepting an Adx PGD set dealTermMediaType to CONNECTED_TV through the Traffic API.
All Contextual Products Now Available in Traffic API
October 28, 2025
What happened?
To align with the Yahoo DSP UI, all contextual products have been added to the Traffic API, simplifying the workflow and making it easier to manage contextual targeting programmatically.
What to do?
Utilize the new contextual product taxonomy type values to target contextual products through the Traffic API. Existing vendor-specific fields will remain available during the migration window for backward compatibility.
Attention Targeting is Now Supported in the Traffic API
October 28, 2025
What happened?
Attention Targeting is now supported through the Traffic API, starting with Adelaide Attention Taxonomy.
What to do?
Utilize the new taxonomy type values using the targeting endpoint through the Traffic API.
All Viewability Vendors are Now Supported in the Traffic API
October 28, 2025
What happened?
Yahoo+, DoubleVerify & IAS are now supported through the Traffic API.
What to do?
Utilize the viewability vendor values with the targeting endpoint through the Traffic API.
Completion Rate Targeting Now Supported in Traffic API
October 8, 2025
What happened?
Completion rate targeting can now be used on video lines by using the COMPLETION_RATE targeting type parameter. Use completion rate threshold targeting, while using any existing performance goal types, to define what percentage of impressions to be 100% completed.
What to do?
To add completion rate targeting to a video line, make requests to the targeting endpoint with the associated COMPLETION_RATE targeting parameters as detailed in the Completion Rate Targeting article.
Start Time and End Time Filtering of Creatives Supported in Traffic API
October 1, 2025
What happened?
Filter creatives that were created or modified within a specific time window by using the startTime and endTime query parameters.
What to do?
To use the startTime and endTime query parameters, make requests to the creatives endpoint as detailed in the Creatives article.
Seller ID Lists Now Supported in Traffic API, App/Site Lists Renamed to Supply Lists
September 17, 2025
What happened?
App/site lists are now called supply lists. Supply lists can also now be built with a list of seller IDs in the Traffic API through the sitelists endpoint.
What to do?
To create and manage a supply list of seller IDs, make requests to the sitelists endpoint as detailed in the Supply Lists article.
Audience Groups A and B Now Supported in the Traffic API
September 11, 2025
What happened?
Group A and Group B audience segments are now supported in the API.
What to do?
Use the group parameter to target distinct segment groups via the targeting endpoint.
Weighted Conversions Support in Traffic and Reporting APIs
September 1, 2025
What happened?
Weighted CPA is now supported in the Traffic API through the Line endpoint.
What to do?
Use the new weight parameter in the Traffic API Line endpoint to assign weights to non-reporting only online conversion rules.
In the Reporting API, include:
Metric ID 747 to retrieve data for the Weighted Conversions metric.
Metric ID 748 to retrieve data for the Weighted CPA metric.
Video Ad Placement Changes across both Traffic API and Reporting API
August 25, 2025
What happened?
To align with the latest IAB Video Placement guidelines, the classification of video ad placement has been updated and a new field for Video Ad Placement (IAB) has been introduced within both the Traffic API and Reporting API.
What to do?
Within the Traffic API endpoint, use the new videoAdPlcmts parameter for the new targeting types as detailed in the Video Ad Placements Targeting article. The API call for videoAdPlacements parameter for Video_Placement_Type target type will no longer be accepted after October 13, 2025. Any requests made with this parameter after October 13th will receive a 422 status error.
For the Reporting API, include Dimension Type ID 1240 to retrieve data for Video Ad Placement (IAB).
Phone Number Audiences Now Supported
August 12, 2025
What happened?
To better align with the DSP UI, phone number audiences are now supported via the email_address endpoint.
What to do?
Use the email_address endpoint and to pass SHA256 encrypted phone numbers as detailed in the Email / Phone Number Audiences article.
Programmatic Guaranteed Deals Now Supported in the Traffic API
July 31, 2025
What happened?
Programmatic Guaranteed Deals (PGD) are now supported via the Traffic API endpoint. This enables a more efficient way to create and manage PGD deals.
What to do?
To create and manage PGD deals, make requests to the agreements endpoint as detailed in the Programmatic Guaranteed Deals article.
Retrieve All Creative Audit Statuses Now Supported through the Traffic API
June 30, 2025
What happened?
Getting creative audit statuses for all creatives under a Seat, Advertiser, or campaign using a single batch call is now supported via the Traffic API endpoint. This enables an efficient way to check approval statuses for a large number of creatives.
What to do?
To retrieve all creative audit statuses, make requests to the creativestatus endpoint as detailed in the Creatives article.
Third-Party Audio Creatives Now Supported in the Traffic API
May 22, 2025
What happened?
Third-party audio creatives are now supported via the Traffic API endpoint. This enables serving audio from third-party ad servers in addition to hosted audio.
What to do?
To create a third-party audio creative, include AUDIO_THIRD_PARTY as a value in the creativeType object in any request as detailed in the Creatives article.