In a move that Google says was designed to “ensure quality, improve Google products and services and compliance with AdWords API Terms and Conditions,” the company earlier this week revoked access to the AdWords API to a large number of developers, raising the ire of many who complained about a lack of warning and communication, along with damage to their businesses and clients.
The reverberations of the apparent attempted clean-up has been significant, with nearly a hundred AdWords API developers reporting in a discussion group that their developer token had been suddenly revoked — though some had previously had access to the API for months, or even years — with no notice from Google.
“The Google API is a critical piece to many publishers – large and small – who make informative decisions based upon the investment they make in the AdWords program,” Jason Prescott , CEO of TopTenWholesale.com and Manufacturer.com, told me in an e-mail exchange. “Our marketing teams, customers, and numerous resources all become accustomed to a certain way of managing aspects of their daily duties. When a wrench is thrown, the rattling caused equated to losses that are not only quantifiable – but at times crippling.”
Originally, the problem was suspected to be a bug, but, later, Google confirmed that the action was a result of a periodic review of API activity, a spokesperson said.