Google to disable Customer Match uploads in Ads API

Google is speaking that beginning April 1st, Buyer Match uploads by the Google Adverts API will cease working for sure customers, in a message despatched to API builders.

Particularly, builders who haven’t uploaded Buyer Match information previously 180 days utilizing their developer token will now not have the option to take action through the Adverts API.

What’s altering. Should you fall into that inactive bucket, any try to add Buyer Match lists by the Google Adverts API after April 1 will fail. As a substitute, Google needs you to maneuver these workflows to the Data Manager API. The change applies solely to Buyer Match uploads — all different marketing campaign administration and reporting duties ought to proceed as regular within the Google Adverts API.

Why Google says it’s doing this. Google positions the Knowledge Supervisor API as a extra fashionable, unified information ingestion answer throughout its platforms, with stronger safety protocols. It additionally consists of options not obtainable within the Adverts API, equivalent to confidential matching and enhanced encryption — signaling a push to centralize and higher safe viewers information dealing with.

Why we care. Should you or your builders haven’t touched Buyer Match uploads within the final six months, this might catch you off guard. After April 1, 2026, the previous workflow merely received’t work — and errors will substitute uploads.

The takeaway. Examine whether or not your developer token has been used for Buyer Match lately and plan a migration to the Knowledge Supervisor API now, earlier than Google flips the swap.

First noticed. This announcement was shared by Paid Search specialist Arpan Banerjee who shared the message he obtained from Google on LinkedIn.