Yahoo! Search marketing teams up with web analytics companies
10 August 2005
Yahoo! Search Marketing has announced that it has signed agreements to extend its search marketing application program interfaces (APIs) with leading web analytics providers.
The Yahoo!-owned subsidiary reported in a press statement that, via the agreements, Yahoo! Search Marketing advertisers can elect to share valuable insight into specific click-through rates, conversions and other web log information from their analytics software and services with Yahoo!
The company claims that the information will "enhance Yahoo's capabilities to optimise advertisers' campaigns and combat unwanted clicks (click fraud)". The new partners will receive direct access to Yahoo!'s search marketing campaign data to provide enhanced campaign reports to their clients.
"Based on our ongoing dialogues with our customers, we recognise they want more insight into their campaign performance and the quality of traffic they are receiving through their search marketing programs," said John Slade, senior director of product management, Yahoo! Search Marketing.
"By partnering with four of the world's most trusted web analytics providers, we aim to not only help provide advertisers with more integrated campaign reporting, but also better protect them from unwanted traffic. Best of all, the advertiser is in control of how best to deploy these solutions."
Yahoo! Search Marketing launched its Advertiser Web Services (AWS) program in 2001 to offer direct advertisers, agencies and search engine marketers the ability to increase efficiency by interacting directly with Yahoo! systems.
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