Learn About API Limits

Viktorija
Viktorija
  • Updated

When using Adform APIs, it's important to be aware of certain limitations that may impact your operations.

Rate Limits

Rate limits control the number of requests you can make to a service within a specific timeframe. This helps to ensure that the system remains stable and performs optimally under varying levels of demand, preventing server overload.

Note

Rate limits for your account may vary based on specific agency or regional requirements. If you have any questions regarding rate limits for your account, or if you can't find the answers to your questions in this article, contact Adform Support (technical@adform.com).

General Rate Limits

The following rate limits apply to all Adform APIs:

  • Rate limits apply from the first request, not from the start of each period. For example, if you have a limit of 10 requests per minute and you've made 5 requests at 10:05:05, you can send no more than 5 requests until 10:06:04.

  • The exceeded daily limit is reset after 24 hours from the first request. For example, if the first request is made at 10:00, 2024-11-13, the daily limit is reset at 10:00, 2024-11-14.

  • Special occasions, such as midnight, New Year, and other significant dates, don't affect rate limits.

Rate Limits for Specific Endpoints

See the rate limits that apply to specific endpoints:

Endpoint

Rate limit

/v1/buyer/stats/data: POST

10 per minute

500 per day

/v1/buyer/stats/data: GET

10 per minute

/v1/buyer/stats/operations: GET

10 per second

/v2/seller/stats/reports: POST

10 per minute

500 per day

/v2/seller/stats/reports: GET

10 per minute

/v2/seller/stats/operations: GET

10 per second

/v1/buyer/mediaplans: PUT

50 per second

200 per minute

3,000 per hour

10,000 per day

/v1/buyer/mediaplans: POST

50 per second

100 per minute

500 per hour

1,000 per day

/v1/buyer/campaigns: POST

50 per second

100 per minute

500 per hour

1,000 per day

/v1/buyer/campaigns: PUT

50 per second

200 per minute

3,000 per hour

10,000 per day

/v2/buyer/campaigns: PUT

50 per second

100 per minute

500 per hour

1,000 per day

/v2/buyer/orders: POST

50 per second

100 per minute

500 per hour

1,000 per day

/v2/buyer/orders: PUT

50 per second

100 per minute

3,000 per hour

10,000 per day

/v3/buyer/rtb/lineitems: POST

50 per second

300 per minute

2,000 per hour

8,000 per day

/v3/buyer/rtb/lineitems: PUT

50 per second

800 per minute

25,000 per hour

70,000 per day

/api/v1/LandingPages: DELETE

200 per minute

/api/v1/LandingPages: PUT

100 per minute

/api/v1/LandingPages: POST

100 per minute

/v3/buyer/tags/directtags: POST

4,200 per minute

108,000 per hour

/v3/buyer/tags/directtags/{id}: PUT

5,400 per minute

36,000 per hour

/v3/buyer/tags/directtags/{id}/externalscripts: PUT

8,400 per minute

108,000 per hour

/v3/buyer/tags/directtags/{id}/destinationurls: PUT

6,000 per minute

108,000 per hour

/v3/buyer/tags/directtags/{id}/settings: PUT

9,600 per minute

108,000 per hour

/v3/buyer/tags/directtags/{id}/trackingpixels: PUT

6,000 per minute

108,000 per hour

/v3/buyer/tags/directtags/{id}/lineitem:PUT

2,100 per minute

108,000 per hour

/v3/buyer/tags/directtags/{id}/paused: PUT

33,600 per minute

72,000 per hour

/v3/buyer/tags/directtags/{id}/active: PUT

33,600 per minute

72,000 per hour

/v3/buyer/tags/directtags/{id}/ad: PUT

2,640 per minute

108,000 per hour

/v3/buyer/tags/rtbtags: POST

1,800 per minute

108,000 per hour

/v3/buyer/tags/rtbtags/{id}: PUT

5,400 per minute

36,000 per hour

/v3/buyer/tags/rtbtags/{id}/trackingpixels: PUT

6,000 per minute

108,000 per hour

/v3/buyer/tags/rtbtags/{id}/destinationurls: PUT

6,000 per minute

108,000 per hour

/v3/buyer/tags/rtbtags/{id}/settings: PUT

9,600 per minute

108,000 per hour

/v3/buyer/tags/rtbtags/{id}/externalscripts: PUT

8,400 per minute

108,000 per hour

/v3/buyer/tags/rtbtags/{id}/active: PUT

33,600 per minute

72,000 per hour

/v3/buyer/tags/rtbtags/{id}/ad: PUT

2,400 per minute

108,000 per hour

/v3/buyer/tags/list: POST

1,800 per minute

36,000 per hour

/v1/buyer/rtb/forecasting/lineitems: POST

5,000 per minute

/v2/buyer/rtb/forecasting/lineitems: POST

5,000 per minute

/v1/buyer/rtb/forecasting/marketplace: POST

5,000 per minute

/v2/buyer/rtb/forecasting/marketplace: POST

5,000 per minute

/v2/buyer/rtb/forecasting/levels: POST

5,000 per minute

/v2/buyer/rtb/pasttraffic: POST

5,000 per minute

/v1/buyer/inventories/pasttraffic/deals/lineitems: GET

5,000 per minute

/v1/deliverypredictions/pasttraffic: POST

5,000 per minute

/v1/deliverypredictions/kpis: POST

5,000 per minute

/v1/seller/forecasts: POST

20 per second

/v1/seller/livepreview: POST

50 per second

/v1/seller/deals: GET

10 per second

600 per minute

/v1/seller/deals: POST

8 per second

480 per minute

/v1/seller/deals: PUT

10 per second

600 per minute

/v2/seller/buyers/agencies: GET

10 per second

600 per minute

/v2/seller/buyers/demandpartners: GET

10 per second

600 per minute

/v1/platform/agencies/list: POST

1,000 per minute

Note

If the call limit for consecutive API calls is reached, you can restart API calls after a few seconds. A hard limit of 500 requests per day applies only to the Reporting Stats API.

Exceeded Rate Limit

If you exceed a specific rate limit, you will receive an error response with a status code of 429 Too Many Requests, along with the following content:

Component

Description

Headers

Throttle-Id: Unique identifier related to the specific case of exceeded rate limit. Provide this throttle ID as a reference if you need to contact support, for example, to request a reset.

Throttle-Retry-After: Indicates how long you should wait before sending another request.

Note

Value is provided in seconds.

Throttle-Limit-Exceeded: Indicates that you've exceeded the allowed number of requests within a given time frame.

Note

Value is divided into two numbers representing: <request count>/<period in seconds>.

For example:

  • 10/60: 10 requests per minute (60 sec) reached

  • 1000/86400: 1000 requests per day (86400 sec) reached

Body

The quotaLimitExceeded reason indicates that your request was blocked because it exceeded the allowed number of requests within a given time frame.

Batch Requests With Batch API

You can group requests using the Batch API, which allows you to send multiple requests in a single call, improving efficiency and reducing the number of individual requests.

System Limits

The tables below outline the key restrictions regarding the total quantities of various items on the platform, such as campaigns and line items, as well as their name lengths. These limits can't be changed.

User and Account Limits

Entity

Limit

Users

Users per account

Unlimited

User name

50 characters

User profiles per account

Unlimited

User profile name

100 characters

Roles in any of the business accounts per user

200

Data access to agencies per user

200

Data access to advertisers per user

200

Data access to campaigns per user

200

Accounts

Domains in the RTB block list

Unlimited

Uploaded domains in the RTB block list

140,000

RTB block list max request size

30 MB

Domains in the template

500,000

Advertiser Limits

Entity

Limit

Advertiser name

50 characters

URL append parameter rules

Unlimited

URL append text rules

Unlimited

Domains in the RTB block and allow lists

Unlimited

Campaign label groups

20

Campaign label group name

400 characters

Campaign label per groups

1,000

Campaign label name

400 characters

Banner attribute groups

5

Banner attributes group name

50 characters

Values per banner attribute group

2,000

Banner attributes value name

200 characters

Campaign Limits

Entity

Limit

Campaigns per advertiser

Unlimited

Campaign name

256 characters

URL append text rules

500

URL append parameters rules

500

Frequency capping

Impressions

100

Viewable impressions

50

Brand exposure impressions

50

Maximum amount of accumulated viewability time

5 min

Maximum amount of accumulated brand exposure time

3 min

Order Limits

Entity

Limit

Orders per campaign

200

Order name

256 characters

Frequency capping

Frequency capping rules

3

Impressions

100

Viewable impressions

50

Brand exposure impressions

50

Maximum amount of accumulated viewability time

5 min

Maximum amount of accumulated brand exposure time

3 min

Line Item Limits

Entity

Limit

Line items per campaign

50,000

Line item name

256 characters

Line items per order

500

Banners per line item

Unlimited

Targeting groups (audiences) per programmatic line item

100

Targeting rules per targeting group (audience)

Unlimited

Targeting rule size

10 MB

Domains in the RTB block and allow lists

4,000,000

Schedule dates (days) per line item

Order start date to order end date

Schedule time ranges per date

9,999

Contextual targeting categories per line item

Unlimited

Selected inventories per line item

Unlimited

Selected packages per line item

Unlimited

Deal IDs per line item

Unlimited

Postal codes per targeting group (audience)

1,000

Hyperlocal points per line item

500

IP ranges per targeting group (audience) or line item

300,000 per one list

100 lists per targeting group

Frequency capping

Frequency capping rules

3

Impressions

100

Viewable impressions

50

Brand exposure impressions

50

Maximum amount of accumulated viewability time

5 min

Maximum amount of accumulated brand exposure time

3 min

Tag Limits

Entity

Limit

Tags per campaign

Unlimited

Tag name

100 characters

Ads per tag

1

UniversalId length

1-100

Impression pixels per tag

Unlimited

Available values for supported video event IDs

25, 26, 27, 28, 29

Click pixels per tag

Unlimited

Tag source (for each item in array)

1,000 characters

JavaScript URLs per tag

Unlimited

Tag impression pixels (for all items sum in array)

2,000 characters

Supported serving methods for unknown external scripts

Impressions

Supported serving methods for video viewability external scripts

1,000

Supported tag formats for video viewability external scripts

UrlToXml

Tag click pixels (for all items sum in array)

2,000 characters

Supported tag formats for impression pixels

JavascriptDefault, JavascriptEvents, JavascriptMsn, IFrame, UrlToXml

Destination URL

1,000 characters

Supported serving methods for video viewability external scripts

Xml

URL append or replace rules

1,000

Supported tag formats for mixed content

IFrame, JavascriptDefault, JavascriptMsn, JavascriptEvents

Tag event pixels (for all items sum in array)

2,000 characters

Supported tag formats for synchronized banner

JavascriptDefault, JavascriptEvents, JavascriptMsn

Supported tag formats for unknown external scripts

JavascriptDefault, JavascriptEvents, JavascriptMsn, IFrame

Supported serving methods for impression pixels

Impressions, Invisible, Xml

Asset Limits

Entity

Limit

Asset name

200

File data Base64

2,147,483,647

Batch name

100

Click tags per asset

100

Audio file allowed extensions

.mp3, .wav, .ogg, .flac, .wma, .gsm

Font file allowed extensions

.eot, .ttf, .otf, .svg, .woff, .woff2, .swf

Generic file allowed extensions

.xls, .xlsx, .obj, .svg, .json, .js, .pdf

Html file allowed extension

.zip

Image file allowed extensions

.png, .jpg, .jpe, .jpeg, .gif, .bmp, .img, .tif, .svgz

Video file allowed extensions

.flv, .mp4, .webm, .ogv, .f4v, .wmv, .mov, .mpg, .mpeg, .3gp, .m4v, .mkv

Xml file allowed extensions

.xml

Allowed file extensions in html .zip

.htm, .html, .css, .js, .json, .gif, .jpe, .jpeg, .jpg, .png, .bmp, .swf, .xls, .xlsx, .mp4, .webm, .ogv, .f4v, .wmv, .mov, .mpg, .mpeg, .xml, .mp3, .ttf, .eot, .svg, .woff, .woff2, .otf, .3gp, .m4v, .mkv, .obj, .flv, .asp, .ogg, .wav

Ad Limits

Entity

Limit

Ads per campaign

Unlimited

Ad name

256 characters

Click tag name

99 characters

Landing page name

100 characters

Landing page URL

500 characters

Banner attribute group name

50 characters

Banner attribute name

200 characters

Additional assets per rich media ad

20

Link banner text

1,000 characters

Asset banner click URL name

100 characters

Native ad brand name

1,000 characters

Asset banner FormatId

Unlimited

Asset banner redirect URL

500 characters

Native ad headline

1,000 characters

Native ad description

1,000 characters

Rotators

Banners per rotator

300

Rotator name

256 characters

Targeting rules per banner in the rotator

Unlimited

Storytelling placement title

100 characters

Sequential rotator member setting: Max Total Clicks

0-32,767

Sequential rotator member setting: Max Daily Clicks

0-32,767

Sequential rotator member setting: Max Total Impressions

0-32,767

Sequential rotator member setting: Max Daily Impressions

0-32,767

Tracking point valid age in days

30

Dynamic ads

Postal codes per version

100

Version rotation options weight

0-100

Dynamic ad setups per campaign

Unlimited

Dynamic ad name

100 characters

Shells per dynamic ad setup

15

Variable (column) name

200 characters

Variables (columns) per version

100

Versions per setup

500

Version variable

250,000 characters?

All version list variables

4,000,000 characters?

Reporting label

200 characters

Supported version list file extensions

.xlsx

Landing page URL

500

Tracking point valid age in days

30

Version list excel file size in bytes

10,485,760

Adform external signals value

1,000

Adform signal allowed values

CreativeDimensions, LineItemId, LineItemName, LineItemAdGapId, CampaignName, CampaignId, InventorySourceName, InventorySourceId, MediaName, MediaId, MediaNetworkId, MediaNetworkName, OrderId, OrderName, CreativeShellName, RtbDealOrPackageId, RtbDomain, MobileApplicationName, PublisherDomain, ExternalPublisherId, MobileApplicationBundleId, GdprApplies

Product retargeting

Product feeds per advertiser

1,200

Product feed name

Unlimited characters

Products in the feed

Unlimited

Feed source URL

Unlimited

Banners assigned to a feed

Unlimited

Business rule: Defaults count

1-100

Number of variables

Unlimited

Product file size

Unlimited

Reporting Limits

Entity

Limit

Custom reports per account

Unlimited

Custom reports name

80 characters

Sheets per custom report

5

Sheet name

31 characters

Data export configurations per account

Unlimited

Data export name

Unlimited

Master data reports per agency

Unlimited

Site Tracking Limits

Entity

Limit

Tracking points per advertiser

10,000

Note

This limit can be increased to any value, but setting it to 150,000 or higher may cause the system to slow down.

Tracking filters per advertiser

Unlimited

Note

60,000 or higher may cause the system to slow down.

Tracking points per tracking filter

Unlimited

Conversion rules per advertiser

Unlimited

Note

1,000 or higher may cause the system to slow down.

Container tags per advertiser

400 unique rules

DMP Limits

Entity

Limit

Categories per DMP account

1,000

Note

This limit can be increased to any value, but setting it to 70,000 or higher may cause the system to slow down.

Category name

200 characters

Audiences per DMP account

Depends on the contract.

Note

Setting this limit to 70,000 or higher may cause the system to slow down.

Audience name

200 characters

Audiences with audience builder setup per DMP account

Depends on the contract.

Note

This limit shouldn't exceed the total amount of audiences per account.

Lookalike audiences per DMP account

Depends on the contract.

Note

This limit shouldn't exceed the total amount of audiences per account.

Import source integrations per DMP account

Depends on the contract.

User accounts per DMP account

Depends on the contract.

Destinations (routes) per DMP account

Unlimited

Destination (route) name

255 characters

Billing Automation Limits

Billing automation information seen on PDF output of invoices from Adform.

Entity

Limit

Customer's company name

200 characters

Customer's address

480 characters

Customer's registration number

100 characters

Customer's VAT/Sales tax number

100 characters

Navision ID (Debtor No)

50 characters

Tax Type (VAT or Sales Tax)

5 characters

Email of invoice recipient

256 characters

Bank name for payment

30 characters

Bank account IBAN for payment

30 characters

Bank account number for payment

30 characters

Bank code for payment

30 characters

Bank ABA routing number (wire) for payment

9 characters

Bank ABA routing number (wire) for payment

9 characters

Bank giro code for payment

30 characters

Bank swift code for payment

30 characters

Payment note for payment

300 characters

Adform registration number

30 characters

Adform VAT number

30 characters

Adform company name

50 characters

Adform address

170 characters

Adform company tax type (VAT or sales tax)

10 characters

Responsible person on invoice

100 characters

Comment on the invoice

100 characters

Case comment

100 characters

Advertiser name

50 characters

Campaign name

300 characters

Campaign ID

128 characters

Campaign manager

100 characters

Campaign PO number

128 characters

Invoice/credit note number

50 characters

Service name

Unlimited characters

Currency

50 characters

Unit of measure

Unlimited characters

Total amount

17 characters

Price per unit

17 characters

Quantity

17 characters

Disclaimer on invoice due to legal/finance regulations

Unlimited characters

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