Insider One connects to a range of loyalty, identity, retargeting, retail media, commerce, digital wallet, and voice-of-customer platforms. Some of these are natively supported, pre-built connectors; others are integrated via Insider One’s general-purpose API or Partner Integration Framework (PIF). This article sets out which is which, so the integration effort can be scoped accurately.
“Pre-built connector” and “integrated via API” both result in working, supported integrations; the difference is in setup effort and maintenance, not in whether the integration is possible. A native connector is a pre-configured, off-the-shelf integration; an API or PIF integration is built against Insider One’s general-purpose integration surface, tailored to the specific partner’s endpoints and data model.
This article covers the answers to the questions below:
Connector status directory
Platform | Category | Integration path |
|---|---|---|
Criteo | Retargeting | Native, pre-built connector |
Eagle Eye | Loyalty / offer management | Native, pre-built connector |
LiveRamp | Identity | API / PIF integration |
Zitcha | Retail media network | API / PIF integration |
Salesforce | E-commerce | API / PIF integration |
Adobe Target / Analytics | Personalization / analytics | API / PIF integration |
Medallia | Voice of Customer | API / PIF integration |
Yahoo | Media / audience activation | API / PIF integration |
Apple Wallet / Google Wallet | Digital wallet passes | API / PIF integration |
Of the nine platforms listed, Criteo and Eagle Eye are ready-made connectors today. The remaining seven are supported through Insider One’s API or Partner Integration Framework rather than an off-the-shelf connector, a supported and proven integration path, but one that requires a scoped build rather than a toggle-on setup.
What “API / PIF integration” means in practice
Where a platform isn’t a native connector, Insider One’s Partner Integration Framework (PIF) and general-purpose APIs provide the building blocks to connect it:
Data Governance & User Data APIs: Send and receive attributes, events, identifiers, and consent status to and from the partner platform.
Webhook / Call an API (Architect): Trigger outbound calls to a partner’s endpoint from a journey, or receive inbound events from the partner in real time.
Analytics APIs: Retrieve or send campaign and engagement performance data for cross-platform reporting.
Once built, an API/PIF integration behaves the same way downstream as a native connector: the resulting data is available for segmentation, journey triggers, and reporting through the same platform surfaces marketers already use.
Yahoo
Yahoo is integrated via API / PIF rather than a native connector. Audience data and campaign events are exchanged through Insider One’s general-purpose Data Governance and Analytics APIs, following the same pattern as other media and audience-activation partners in the API/PIF column.
Exact data fields, direction (inbound, outbound, or bidirectional), and refresh frequency should be scoped with the Insider One implementation team against the specific Yahoo product surface involved (for example, audience export vs. conversion/event feedback).
Digital wallet passes: Apple Wallet / Google Wallet
Digital wallet pass creation and updates for Apple Wallet and Google Wallet are supported via API / PIF integration. Insider One’s role is to trigger pass creation and push bi-directional updates through the integration layer, using the same customer and preference data already managed in the Unified Customer Database (UCD).
Capability | How it’s supported |
|---|---|
Pass creation | Triggered via API / PIF integration, using customer and loyalty attributes already held in the platform. |
Bi-directional updates | Pass field updates (for example, balance, tier, receipt) can be pushed out through the integration, and pass-side events can be received back into the platform. |
Preference propagation to promotional push | An opt-out or preference change recorded in a core channel (email, SMS, app) can be propagated through the integration to suppress promotional wallet push notifications. |
Utility services preserved | Because utility content (balances, receipts, tier status) is classified separately from promotional push, suppressing promotional messages does not remove or disable these functional pass updates. |
Wallet pass integration depends on the specific pass provider or in-house pass service the customer already uses (or plans to use) for Apple Wallet and Google Wallet issuance. The exact fields available for bi-directional sync, and the mapping between core-channel preference categories and wallet push suppression, should be scoped with the Insider One implementation team against that provider’s API before go-live.
This split, which is commercial/promotional content subject to opt-out, utility/service content exempt, is the same Service vs. Commercial classification model Insider One applies across email, SMS, and push, extended to wallet passes rather than treated as a separate rule set.
Scoping an integration build
For any platform in the API/PIF column, the specific data to be exchanged, direction of the integration (inbound, outbound, or bidirectional), and expected latency should be scoped with the Insider One implementation team ahead of go-live, so integration effort is estimated accurately rather than assumed to be equivalent to a native connector’s setup time.