Dynamic Product Ads - API

Dynamic Product Ads are feed-based ads that can be shown on a Yahoo Native ad platform. Dynamic Product Ads (DPAs) provide you with a retargeting solution that is personalized to a users’ unique shopping history.

native feed ad example

Using Dynamic Product Ads, your retargeted ads will scale to users who have visited your product websites. That means, you can reach new (prospecting) or existing (retargeting) customers, and retarget them with relevant products based on the following:

  • Site behaviors (i.e., viewing a product, adding a product to the cart, product purchase)

  • Yahoo Search and Yahoo Mail signals (used for prospecting solutions)

Key Benefits

  • Relevance: Show products from your website to shoppers who have visited your website and viewed your products.

  • Dynamic Creative: Use your catalog feed to automatically create native ads and save time.

  • Scale: Rely on Yahoo Ad Tech’s massive reach to connect you to your target audience throughout the path to purchase.


The following topics describe how to work with Dynamic Product Ads.



1. Integrate Dynamic Product Ads

Describes the steps to integrate DPAs, so your ad starts serving to users you are retargeting when a user visits anywhere Yahoo Native native ads are served.

2. Product Feed Operations

Product feed operations include creating, updating and deleting the product feed into Yahoo Native. The feed file formats are also described in this section.

3. Create Product Sets

Describes how to create DPA Product sets using any of the fields provided in the feed, either those that are required or optional.

4. Dot Tag Instrumentation

Describes how to track the product that the user has interacted with on your website, using event action parameters. The following third-party tag managers are also available, with guides that describe the steps required to set up and deploy Yahoo Native Dot tags:

5. DPA Rules

Explains the DPA rules required once you implement a dot pixel tag, including POST and PUT calls.

6. DPA Templates

Describes DPA templates for using macros.


Addresses most frequently asked questions regarding DPA usage.

Product Ads Performance Stats Cube

Describes the fields, types and attributes for this cube at all ad levels. Use this cube when querying for native ads campaign data.