Server-to-Server Specifications

The Yahoo Native Ad Platform API now provides partners and developers with 2 detailed specifications that describe the new Server-to-Server (S2S) app install and in-app events integrations.

Both specs are intended for 3rd Party Mobile Measurement Providers (3PMMP) who wish to integrate with Native via S2S, and are aimed at Data Providers like Kochava, Tune, AppsFlyer, Adjust, Singular, CyberZ/FOX and others.

The goal is to eliminate the use of client-side tracking URLs for app install conversions, and provide faster, more reliable conversion tracking.

The API will now begin to accept in-app events from verified 3P tracking partners, enabling partners to track post-install conversions and optimize their campaigns for the signals that matter most.


If you’re a 3rd-Party Data Provider, you’re encouraged to take advantage of these specs and use them to code up for improved app install and in-app event integrations.

Document History

  • Release of updated specifications for app install (v2.1) and in-app event (v1.0) integrations on 3/28/2018.

  • 2nd draft of product recommendation API released 2/6/2018, with technical content aimed at 3P-Native Ad Platform DPA integration

  • Initial draft released 1/22/2018

  • New Post-install spec released 10/21/2020