Audience endpoints connect with Exchange through RESTful APIs. Endpoints call or implement Exchange APIs depending on how the endpoint provides or consumes audience data.

Exchange refers to the exchange of audience data between endpoints as data syndication. As an endpoint provider, you can use the Integration Manager to declare a syndication type when you define the Exchange application on which your Exchange endpoint is based. After completing the process to be an approved Exchange endpoint, you can exchange audience data by implementing APIs that Exchange can call, or by calling various APIs hosted by Exchange.

All API requests to Exchange require that the request header include an authorization bearer that is a customer-supplied authentication key. Providing the authentication key verifies the connection between a specific Exchange user account and a user account in the endpoint application. As part of its Click to Connect endpoint registration, Exchange supports two ways for users to provide their authentication credentials.