The Coming Web Revolution

Today, your organization probably doesn’t have sufficient business need (or available IT resources) to commit to the costly effort of building integration systems to tie into your vendors’ APIs. And your organization certainly doesn’t have sufficient business justification to consider creating your own API to let partners or customers interact with your internal IT systems. But some of your agencies might have built this integration layer. Your search marketing agency should be using the Google and Yahoo! APIs (and, soon MSN) to directly manage advertising on your behalf, with people and well-programmed software driving the APIs.