Building your radio revenue tech stack involves connecting different software to create a streamlined ecosystem. You’ll need integrations and APIs (application programming interfaces) to achieve this. They both play critical roles, but they are different. Let’s review integrations vs. APIs and how they work together to modernize and optimize radio operations.
What Is an API?
APIs are software interfaces that connect two systems, enabling data exchange. In radio revenue applications, an API would pass data from your traffic or digital advertising platform to another system.
There are two primary classes of APIs — RESTful and asynchronous. They work differently, with the latter having limitations.
RESTful APIs enable immediate responses when there is a call for data, which is the action an API takes. This set of APIs uses more modern architecture and typically works faster and more seamlessly.
Asynchronous APIs must manage concurrency and callbacks. They can only request information and then await a response. It’s a bulk load call, so the data is usually massive and can lead to timeouts. Manual work is typically a requirement, and they can be unreliable.

What Are Integrations?
Integrations have a deeper connection than APIs do. Integrations unite different pieces of software to streamline a workflow. The components work together to achieve a desired state. An integration encompasses the entire process while also sharing data and moving information downstream.
Integrations vs. APIs
APIs are part of an integration but aren’t the sole technology creating the consolidated workflow. Other elements, including databases, files, screen scraping and webhooks, are often necessary.
A true integration does more than just share data. Integrated systems lock together to enable a user to complete an entire task or activity.
Both APIs and integrations are necessary for a tech stack that delivers operational efficiency, accuracy and ease of use.
In our ecosystem, we define the connection between Marketron Traffic and Marketron NXT as an integration. You can do everything needed for traffic and digital in one centralized place.
Marketron Traffic (and our other traffic systems) and NXT also have API capabilities. Information from either could flow to a CRM or accounting platform. Only data exchange is necessary in these use cases. It offers a simple, repeatable way to move data without manual work.
Why Does Understanding Integrations vs. APIs Matter in the Radio Industry?
Radio stations are seeking ways to increase efficiency while reducing operating costs. Technology provides a path to do this. Integrations and APIs can eliminate a lot of repetitive work, boosting productivity. This is especially beneficial for sales teams that want to spend less time on software and more time on revenue-generating activities.
Another reason to educate yourself and ask questions of your vendors is that some platforms may misrepresent their capabilities. They call something an integration when it’s really just an API data exchange. This may cause you to have certain unmet expectations, keeping you from achieving goals around cost containment and efficiency.
You don’t have to be a programmer or developer to assess these abilities. Your software partners should be able to explain them to you in simple terms. Knowing the complete story allows you to make the best technology decisions that will serve you now and into the future.
For more insights on our integration and API capabilities, explore the Marketron Integration Suite.
You can also take a deep dive into the Marketron Traffic and NXT integration in this post.