Product Bulletin

Welcome to the Yahoo Ad Tech API Product Bulletin. This update includes a quick snapshot of recent and upcoming releases and is focused on features supported by the API. A summary of supported functionality is also included.

Product Bulletins are updated on a monthly cadence for Yahoo API partners, account managers and developers.

March, 2022

[Important] Import of AdWords and Usage of Account Sync Now End of Life

  • Yahoo is now moving toward a single point of entry for managing all Native demand accounts. As a result of this change, accounts that rely on importing Google AdWords and using Account Sync (a tab in the user interface) will no longer be supported and will be officially designated as End of Life (EOL). Accounts that are synced from AdWords, the AdWords API and account syncing in the UI will not be migrated over to the single, unified demand platform.

  • Your current campaigns will continue to serve. Campaigns will no longer be able to use AdWords sync to update their marketing. The AdWords sync search-on-native feature in Native will not migrate to the unified demand platform and will be replaced by Search Retargeting on the new platform.

Reminder: Yahoo Native to Yahoo DSP API Migration Guide

  • Yahoo Native and Yahoo DSP will be merging into a single, unified demand platform. The goal is to provide Yahoo advertisers with a unified interface that simplifies buying and optimization across all media types – for example, Video, and Yahoo Preferred Network (formerly Native Marketplace) – and across all media buy types, like RTB, Reserved, as well as across all supply sources – O&O + 3rd party. That means, Yahoo advertisers, developers and partners will be able to buy both Yahoo O&O Native and DSP more efficiently – and with improved conversion and performance results.

  • Navigate to the Yahoo Native to Yahoo DSP API Migration Guide for information about the high-level changes that you need to consider and understand when migrating from Yahoo Native to Yahoo DSP. The guide describes in parallel the RESTful API endpoints and methods, headers and body, Curl and JSON responses for your campaigns when you transition your code base from Native to DSP. Explore the guide for an overview, and resources including migration strategies, how to get started, caveats & considerations, sample code and partner support.

Reminder: New Documents in Identity Hub

We’ve added new documents to our dedicated web portal hub for Identity (previously known as Enhanced Attribution). The IEA guide describes the implementation for Yahoo Native and Yahoo DSP, and outlines how the feature works, end-to-end, with step-by-step instructions for activating and operating this solution. New resources include:

Enhanced Attribution mitigates the lost conversion attribution on browsers and devices through the use of a click ID as an identifier, instead of a cookie or device ID. This solution enables tracking of conversions that can work without identity synchronizations, and also puts advertisers in control of monitoring the performance of their ad buys. The mechanism can provide post-click attribution for advertisers, and is available for both DSP and Native Ad platform campaigns. Navigate the guide to learn more about the value proposition, how it works, and dive deeper to explore multiple topics on how you can implement this new feature. You can also navigate to this new portal via the new Identity badge on the Yahoo Developer Network hub.

Reminder: Enhanced Native Publishing Guide

  • We’ve enhanced our Native Publishing guide with new content and resources for Yahoo Native publishers, developers and account managers. The guide serves as the source of truth for the Native Publishing UI. Use the guide as a toolkit to navigate topics and essential reference material, and to explore implementation details, how-to’s, case studies, FAQs and best practices. You can also navigate to this guide via the Premium Publisher badge on the Yahoo Developer Network hub.

Reminder: Enhanced Reach and Performance Feature

  • We’ve enhanced our Reach and Performance feature (formerly known as Expanded Targeting) to support 1P and 3P audiences. (Previously, Reach and Performance applied only to campaigns that targeted Yahoo Audiences.) This powerful feature takes advantage of a proprietary machine learning algorithm developed by Yahoo Ad Tech that enables advertisers to expand their reach beyond targeted audience segments that advertisers have specified, for new and existing Native ad campaigns. That means, you can now increase reach to better performing audiences. You’ll be able to identify more audiences that produce a greater number of conversions at the same or lower cost, thus increasing performance and ROI. See Reach and Performance documentation for details about how it works, plus implementation details, Native Ads API & Bulk Support, FAQs and more resources.

Reminder: Upload DPA Product Feed From a Computer

  • As an additional option, Yahoo Ad Tech now provides you the ability to directly upload a one-time product feed from your computer, rather than from a web server (FTP or HTTP server) dropbox. This is ideal for advertisers who simply need to perform a lightweight, quick, one-time feed upload. For examples of use cases and more details, see Upload Your Product Feed in the Dynamic Product Ads UI documentation.

Reminder: Additional Ad Object JSON Examples

  • We’ve added JSON examples for Portrait Image Ads, Portrait Video Ads, Panorama Ads, and Portrait Touchpoints Ads. See Ad Object documentation in the Native Guide for examples and additional resources.

Reminder: Updated Recommends Guide Resources for Publishers

We’ve added and updated several resources in the Recommends Guide, intended for Publishers who are doing integrations.

  • To learn how Recommends works for Publishers using modules, tune into this walkthrough video.

  • Updated Recommends page on Tracking beacons, which describes the tracking beacons used by the Yahoo Recommends client and includes example beacons and requests.

  • Updated Recommends page on Events and Page-Module Relationships, which describes the supported types of event beacons, including image and video tracking.

  • Updated Recommends page on Mobile Instrumentation, which describes AMP Tag required and optional parameters. AMP is a web component framework that you can use to easily create user-first websites, stories, emails and ads.

Reminder: Rate Limits for API Endpoints

  • For all object APIs (i.e., campaign, ad group, ad, targeting attribute, and so on), the API quota is 100,000 calls per hour. Read operations (such as GETs) have a lower cost factor than write operations (POST/PUT/DELETE). See Objects for details. Also, see Resources for info about error responses and the return of the HTTP 429 error code, which specifies Too Many Requests.

Reminder: Moments Ads

  • Introducing Moments, a new Native ad canvas that scales across Yahoo’s category-leading mobile app and web properties. Leveraging the interscroller format, a Moments Ad is revealed as a user scrolls vertically until the experience fills the entire screen. Moments supports both static and video portrait assets, and is available for both managed and self-serve advertisers. See the new Moments Ads guide for Video Examples, Types & Formats, downloadable Moments Guidelines PDF, downloadable Matrix View of Required Fields, Technical Requirements, and links to more resources. API support for Moments is provided with additional fields that are available in Ad Fields and Ad Asset Fields. For details about Bulk support, see Bulk Ads and Ad Assets documentation.

Reminder: New Workflow for Post App Install Integration

  • Yahoo Ad Tech has added a new workflow for post-install integration for Native Platform API partners and developers. The integration enables post-install events for conversions that are attributed by a 3rd Party Data Provider to a previously self-attributed app install claim or an in-app claim. See User Acquisition Post-Install Specification 1.0 documentation for requirements, typical workflow, endpoint, request URL parameters, and related resources.

Reminder: New Strategies for Optimizing Custom Audiences

  • Yahoo Ad Tech’s new guide, Strategies for Optimizing Custom Audiences, provides you with in-depth technical information on strategies for working with Custom Audiences. The document includes overviews of the audience types – Audiences by Dot Tags (Pixels), Audiences from Email Lists, and Audiences by Device ID – and provides pros and cons for each type, along with best practices.

Updated Authentication Documentation

  • We’ve recently updated our Getting Started documentation to further clarify the authentication steps. The steps include using a dedicated Yahoo domain specific username; creating the app and subsequent developer keys; and following the explicit grant flow to get an authorization URL and authorize access. To review the latest information and detailed steps, see the Before You Begin section of our Authentication page. The documentation also includes detailed OAuth 2.0 setup and usage information, best practices and FAQs.

Important: New Restrictions for Square and HQ Images in Single Image Ads

  • When creating your ad, you will need to include an imageUrl and imageUrlHQ in the API, and an Ad HQ Image URL in BULK. Note that the imageUrl must have a 1:1 aspect ratio. A square image (imageLargeUrl) is mandatory. If you upload an 800x800 image, for example, the asset will be resized down to 627x627 pixels. And if you upload an 800x850 image, the asset will be resized and cropped down to 627x627 pixels. If the image is off from the 1:1 aspect ratio by more than 10%, the asset will be rejected and ad creation will fail. For example, an 800x1000 image is more than 10% off from 1:1 square, so it will be rejected.

  • This applies to API, UI and BULK uploads. Ensure that you follow these requirements when creating single image and carousel ads. Use a 1:1 aspect ratio and an exact size of 627x627 for a square asset for carousel ads.

  • Note that this is a requirement now for Image ad formats. Video, Mail, and Carousel ads are unchanged, as they’re already required to meet these restrictions.

  • The image requirements for various assets is shown in the table below:



Aspect ratio enforced?

Rectangle image - 1200x627px


Yes - 1.9.1

Square image - 627x627px


Yes - 1:1

Thumbnail - 180x180px


No - 1:1


Existing ads that are missing square assets will experience reduced supply as they are dropped from rendering on ad units that need the square asset.

Dynamic Product Ads Guide

  • Yahoo Ad Tech’s portal dedicated to Dynamic Product Ads is available in our documentation suite. This portal empowers partners and advertisers with an expanded set of resources in one location, to help streamline DPA planning and setup. This guide is a repository intended for DPA partners, developers and account managers. It serves as the source of truth for the combined documentation suites for all technical content dedicated to DPA for the Native API and Native UI. Use our guide as a toolkit to navigate topics and essential reference material, and to explore implementation details, how-to’s, case studies, FAQs and best practices.

Native Ads Reminders and Resources


For Advertisers Making GET Requests, only one adGroupId or advertiserId parameter is allowed to be passed in as a query parameter for all filtered list GET calls. See the latest documentation in the Ad Object section, What’s New, and Latest Updates.

  • We’ve updated our specification for the Server-to-Server In-App events integration with the Native Ad Platform API. Our spec is intended for 3rd Party Mobile Measurement Providers (3PMMP) who wish to integrate with Native Ad Platform via S2S. It is aimed at Data Providers, like Kochava, AppsFlyer, Adjust, Apsalar, CyberZ/FOX and others. The recent changes include updating all endpoints to replace http:// with https://. To review all in-app event fields, endpoints, request and response examples, and other requirements, see the updated Server-to-Server In-app Events Specification.

  • Site Group X Device targeting is now supported in the latest versions of the API, as well as both Bulk v2+ and API v2+. Site Group X Device targeting allows native advertisers to modify their bids on a per-site group, per-device basis on selected site groups, and is applicable to native channels-only, as well as VisitWeb, Shopping or PromoteBrand objectives-only. Site Group X Device targeting can be set at either the campaign or ad group level. See our Targeting documentation for details and an example.


Some sites have been migrated to site groups. Advertisers should make a GET call to the site group API endpoint to get a list of all new site groups. See the Data Dictionary to get the latest list of valid site group names.

  • Site Blocking at the campaign level is useful for ensuring the safety of your brand as well as improving the performance of your Native campaigns. Subdomain Blocking allows you to block the subdomains beneath a domain, up to 3 levels.

  • We’ve updated the API documentation for Bulk operations, with the latest information on how to upload and download bulk files in your advertiser accounts. A sample tab-separated CSV file spreadsheet is provided, along with information on Bulk schemas and objects. Check out the latest documentation for Bulk Operations.

  • We continue to enhance our best-in-class Native Ad Platform documentation suite, designed to help you simplify the process of integrating with us.


We now have strict validation for our redirect URLs. This means that if a registered redirect URL is, for example,, but the actual redirect URL is, the redirect will fail. For more details, see Latest Updates.

Glossary of Key Native Ad Platform Terms, Definitions & Concepts

  • A Yahoo Ad Tech Glossary of Key Native Terms, Definitions and Concepts used within our ad platform is available. If you’re looking for definitions of key terms or an abbreviated listing of Native Ad Platform terms for advertisers who are getting started and creating their first campaigns and ad groups, you’ll find them in this alphabetical listing.

Reminder: Updated Postman to v3 Endpoint

  • Updated the Postman collection to the v3 endpoint for all API calls. Using Postman, you can test and verify the calls you make in the Native & Search API. See Postman API Toolkit.

Required Fields by Ad Type Matrix

  • A matrix is available which details the required fields when serving different ad types. For more information, see the Matrix view of required fields.