The State of Marketing APIs

About this report

Marketing is not one market and it does not behave like one. The distance between its most programmable corner and its least is twenty-six points of Kin Score — owned channels at 60.2, sell-side paid media at 34.0 — against a 4.7-point gap between the marketing and revenue medians overall. Almost everything worth knowing here is inside marketing rather than between marketing and something else, which is why a single median for the category is close to useless and why this report is published alongside eleven area reports.

814 companies. Kin Score median 49.1, Agent Readiness median 42.7. 155 reach the Exemplar band; 203 sit in Emerging or Minimal. Every one of them is named and ranked in the report — if you work in this market, you are in the table, and so is everyone you compete with.

The strongest divide in marketing software is not category, it is customer. Software sold to the advertiser scores 53.3; software sold to the publisher scores 39.0. Both sides run the same real-time auctions against each other. One of them documents how.

What's inside

1. Executive summary
2. The state of the market
3. The market's own dividing line
4. The resource taxonomy — what this market actually exposes
5. The vocabulary, as functions
6. Glossary
7. The composite Kin Score — and why it is the foundation
8. Agent readiness — a separate instrument
9. The blueprint — what the leaders satisfy and nobody else does
10. Who this market depends on — and whether they publish
11. The standards layer
12. The regulatory layer
13. Artifacts for the agentic turn — and the workflow gap
14. Security, authentication and scopes
15. Provider-by-provider intelligence, and the whole market ranked
16. The investable thesis
17. Coverage and method
18. The climb — what moves a company here
19. Where this is going

What you get for $500.00