Tactic - Interchange API

v1 is deprecated. August 1, 2026 is the final day these endpoints will be available. Migrate to v2, which is the current stable API.

Overview

Tactics are containers that organize and execute media buys. They define targeting parameters (channels, countries) and can be linked to one or more campaigns, allowing you to reuse successful media buying tactics across multiple marketing initiatives.

Two-Tier Architecture: Campaign → Tactic → Media Buy

Campaigns: Overall marketing initiative with total budget
Tactics: Targeting configuration and media buy organization
Media Buys: Direct publisher execution at negotiated CPMs

Key Concepts

Tactic Purpose

Tactics serve as organizational containers that:

Define targeting parameters (channels, countries)
Can be linked to multiple campaigns
Organize related media buys under a common tactical approach
Enable reuse of proven media buying approaches

Tactic Configuration

Every tactic includes:

Name: Descriptive identifier for the tactic
Campaign Link: Associated with one or more campaigns
Channel Targeting: Specific channels to target (web, mobile, CTV, etc.)
Geographic Targeting: Country codes for geographic focus
Tactical Brief: Optional prompt describing the tactic’s approach

Tactic Types

All tactics in this API are automatically configured as:

Activity Type: AMP (Agentic Media Protocol)
Tactic Type: INTELLIGENT_CAMPAIGNS

This standardization ensures consistent integration with the platform’s optimization and execution engines.

Working with Tactics

Creating Tactics

Conversational
Programmatic

User: "Create a tactic for CTV and mobile targeting the US market"

Claude: Creating tactic...

✅ Tactic Created Successfully!

🎯 US CTV & Mobile Tactic

Configuration:
• Type: INTELLIGENT_CAMPAIGNS
• Activity: AMP
• Channels: ctv, mobile
• Countries: US

Next: Create media buys with publishers using this tactic

// Create a tactic linked to a campaign
const tactic = await tactic_create({
  name: "US CTV & Mobile Tactic",
  campaignId: "camp_123",
  prompt: "Target streaming and mobile users in the US market with premium video inventory",
  channelCodes: ["ctv", "mobile"],
  countryCodes: ["US"]
});

// Tactic is now ready for media buy creation

Linking Tactics to Campaigns

Tactics can be associated with multiple campaigns, enabling tactic reuse:

// Link existing tactic to another campaign
await tactic_link_campaign({
  tacticId: "strat_456",
  campaignId: "camp_789"
});

// The tactic now contributes to both campaigns
// Media buys under this tactic count toward both campaign budgets

Managing Tactics

// List all tactics for a campaign
const tactics = await campaign_list_tactics({
  campaignId: "camp_123"
});

// Get detailed tactic information
const tactic = await tactic_get({
  tacticId: "strat_456"
});

// Update tactic configuration
await tactic_update({
  tacticId: "strat_456",
  channelCodes: ["ctv", "mobile", "web"], // Add web channel
  countryCodes: ["US", "CA"] // Expand to Canada
});

Tactic Architecture

Campaign-Tactic-Media Buy Flow

// One tactic can serve multiple campaigns
const sharedTactic = await tactic_create({
  name: "Premium Sports Inventory",
  campaignId: "camp_q4_sports",
  channelCodes: ["ctv", "web"],
  countryCodes: ["US"]
});

// Link to another campaign
await tactic_link_campaign({
  tacticId: sharedTactic.id,
  campaignId: "camp_holiday_sports"
});

// Media buys under this tactic now contribute to both:
// - Q4 Sports Campaign
// - Holiday Sports Campaign

Channel Targeting

Tactics can target specific advertising channels:

Channel Code	Description	Common Use Cases
`web`	Desktop web browsers	Standard display advertising
`mobile`	Mobile web & in-app	Mobile-optimized campaigns
`ctv`	Connected TV	Premium video campaigns
`social`	Social media platforms	Social advertising
`video`	Online video	Video-first campaigns
`audio`	Streaming audio/podcasts	Audio advertising

// Get available channels
const channels = await channel_list();

// Create multi-channel tactic
const tactic = await tactic_create({
  name: "Multi-Channel Awareness",
  campaignId: "camp_123",
  channelCodes: ["web", "mobile", "ctv", "video"],
  countryCodes: ["US", "CA", "GB"]
});

Geographic Targeting

Target specific countries using ISO 2-digit country codes:

// North America focus
const naTactic = await tactic_create({
  name: "North America Tactic",
  campaignId: "camp_123",
  channelCodes: ["web", "mobile"],
  countryCodes: ["US", "CA", "MX"]
});

// European focus
const euTactic = await tactic_create({
  name: "European Tactic",
  campaignId: "camp_123",
  channelCodes: ["web", "ctv"],
  countryCodes: ["GB", "DE", "FR", "IT", "ES"]
});

Best Practices

1. Tactical Organization

Organize tactics by targeting approach:

// Good: Clear tactical differentiation
Campaign: $100K Holiday Sales
├── Tactic: "CTV Premium" (ctv, US/CA)
│   └── Media Buys: Hulu, Roku, Amazon Fire
├── Tactic: "Mobile Performance" (mobile, US)
│   └── Media Buys: Google, Meta, TikTok
└── Tactic: "Desktop Remarketing" (web, US)
    └── Media Buys: Trade Desk, Yahoo, CNN

2. Tactic Reuse

Leverage successful tactics across campaigns:

// Create proven tactic once
const provenTactic = await tactic_create({
  name: "High-Performance CTV",
  campaignId: "camp_q1",
  channelCodes: ["ctv"],
  countryCodes: ["US"]
});

// Reuse for Q2 campaign
await tactic_link_campaign({
  tacticId: provenTactic.id,
  campaignId: "camp_q2"
});

// Same tactical approach, different campaign budgets

3. Clear Naming

Use descriptive names that indicate targeting:

// Good naming conventions
"US CTV Premium - Sports Content"
"Mobile Web - Retargeting"
"UK Desktop Display - Prospecting"
"Global Video - Brand Awareness"

// Avoid vague names
"Tactic 1"
"Test"
"Main"

4. Geographic Segmentation

Separate tactics by region for better control:

// Regional tactics for global campaign
const usTactic = await tactic_create({
  name: "US Market Tactic",
  campaignId: "camp_global",
  countryCodes: ["US"]
});

const euTactic = await tactic_create({
  name: "EU Market Tactic",
  campaignId: "camp_global",
  countryCodes: ["GB", "DE", "FR", "IT", "ES"]
});

const apacTactic = await tactic_create({
  name: "APAC Market Tactic",
  campaignId: "camp_global",
  countryCodes: ["AU", "JP", "SG", "KR"]
});

Integration with Media Buys

Tactics organize media buys for execution:

// Create tactic
const tactic = await tactic_create({
  name: "Premium Video Tactic",
  campaignId: "camp_123",
  channelCodes: ["ctv", "video"],
  countryCodes: ["US"]
});

// Create media buys under this tactic
const huluBuy = await media_buy_create({
  tacticId: tactic.id,
  name: "Hulu Premium Inventory",
  products: [{
    salesAgentId: "agent_hulu",
    mediaProductId: "prod_hulu_ctv",
    budgetAmount: 25000,
    pricingCpm: 28.00
  }],
  budget: { amount: 25000, currency: "USD" }
});

const rokuBuy = await media_buy_create({
  tacticId: tactic.id,
  name: "Roku Streaming",
  products: [{
    salesAgentId: "agent_roku",
    mediaProductId: "prod_roku_streaming",
    budgetAmount: 15000,
    pricingCpm: 24.00
  }],
  budget: { amount: 15000, currency: "USD" }
});

// Both media buys inherit tactic's targeting
// Performance rolls up to tactic and campaign

Performance Tracking

Monitor tactic performance through associated media buys:

// Get tactic details with media buy summary
const tactic = await tactic_get({
  tacticId: "strat_456"
});

// Shows:
// - Linked campaigns
// - Total media buys
// - Aggregate spend and performance
// - Channel and geographic breakdown

API Reference

tactic_create

Create TacticCreate new tactic with targeting configuration.

tactic_list

List TacticsView all tactics with filtering options.

tactic_get

Get TacticRetrieve detailed tactic information.

tactic_update

Update TacticModify tactic targeting and configuration.

tactic_link_campaign

Link CampaignAssociate tactic with additional campaigns.

tactic_unlink_campaign

Unlink CampaignRemove campaign association from tactic.

tactic_delete

Delete TacticRemove tactic and associated media buys.

campaign_list_tactics

List Campaign TacticsView all tactics linked to a campaign.

channel_list

List ChannelsGet valid channel codes for targeting.

Next Steps

Media Buy Guide

Publisher ExecutionLearn how media buys execute tactic with publishers.

Campaign Guide

Campaign ManagementUnderstand how campaigns orchestrate multiple tactics.

The Bottom Line

Tactics are containers - They organize media buys with common targeting
Tactics enable reuse - Link one tactic to multiple campaigns
Targeting is simple - Define channels and countries, that’s it
Media buys do the work - Tactics just provide structure and targeting
Keep it organized - Use clear names and logical grouping

Overview

Features

Object Guides

Optimization

Integrations

Reporting & Analytics

Release Notes

Documentation Index

​Overview

​Key Concepts

​Tactic Purpose

​Tactic Configuration

​Tactic Types

​Working with Tactics

​Creating Tactics

​Linking Tactics to Campaigns

​Managing Tactics

​Tactic Architecture

​Campaign-Tactic-Media Buy Flow

​Multi-Campaign Tactic Sharing

​Channel Targeting

​Geographic Targeting

​Best Practices

​1. Tactical Organization

​2. Tactic Reuse

​3. Clear Naming

​4. Geographic Segmentation

​Integration with Media Buys

​Performance Tracking

​API Reference

tactic_create

tactic_list

tactic_get

tactic_update

tactic_link_campaign

tactic_unlink_campaign

tactic_delete

campaign_list_tactics

channel_list

​Next Steps

Media Buy Guide

Campaign Guide

​The Bottom Line

Overview

Key Concepts

Tactic Purpose

Tactic Configuration

Tactic Types

Working with Tactics

Creating Tactics

Linking Tactics to Campaigns

Managing Tactics

Tactic Architecture

Campaign-Tactic-Media Buy Flow

Multi-Campaign Tactic Sharing

Channel Targeting

Geographic Targeting

Best Practices

1. Tactical Organization

2. Tactic Reuse

3. Clear Naming

4. Geographic Segmentation

Integration with Media Buys

Performance Tracking

API Reference

Next Steps

The Bottom Line