Yahoo! Search Marketing Partners With Top Web Analytics Companies To Provide Enhanced Reporting and Click Protection for Advertisers
Extends APIs to Coremetrics, Omniture, WebTrends and WebSideStory
PASADENA, Calif.--Aug. 8, 2005--Yahoo! Search Marketing, a wholly-owned subsidiary of Yahoo! Inc., today announced that it has signed agreements to extend its search marketing application program interfaces (APIs) to leading web analytics providers Coremetrics, Omniture, WebTrends and WebSideStory. Through these 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!. This information will enhance Yahoo`s capabilities to optimize advertisers` campaigns and combat unwanted clicks. Additionally, the partners will receive direct access to Yahoo!`s search marketing campaign data to provide enhanced campaign reports to their advertiser clients.
"Based on our ongoing dialogues with our customers, we recognize 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 has centered these technology efforts around its Advertiser Web Services (AWS) program, which was launched as an industry first in 2001 and designed to offer direct advertisers, agencies and search engine marketers the ability to increase efficiency by interacting directly with Yahoo! systems. AWS includes a set of APIs that enable customers to administer campaign management programmatically via an XML format in a web services protocol. Now, Coremetrics, Omniture, WebTrends and WebSideStory can easily access Yahoo! Search Marketing`s APIs, enabling them to save their clients valuable time and resources by providing fully integrated search marketing campaign reports.
In turn, Yahoo! Search Marketing can now take advantage of the site tags advertisers have set up through their web analytics providers and with the advertisers` permission can obtain more in-depth click activity information that is not readily available to search engines today.
"It`s a common misperception that search engines have all of the information necessary to identify all unwanted clicks. The fact is, advertisers possess information in their web analytics data that is proprietary to their business and can help engines detect questionable traffic," said Bryan Eisenberg, Chairman of the Web Analytics Association. "Working with these four analytics partners will help Yahoo! better understand advertisers` click activity so they all can continue to enhance and improve their global click-through protection capabilities."
Under the terms of the agreements, Coremetrics, Omniture, WebTrends and WebSideStory will receive access to Yahoo! Search Marketing APIs immediately. In the future, Yahoo! Search Marketing plans to extend its AWS program to additional leading web analytics and other technology providers. For more information about the Advertiser Web Services program, please visit: http://searchmarketing.yahoo.com/af/yws.php
About Yahoo!
Yahoo! Inc. is a leading provider of comprehensive online products and services to consumers and businesses worldwide. Yahoo! is the No. 1 Internet brand globally and the most trafficked Internet destination worldwide. Headquartered in Sunnyvale, Calif., Yahoo!`s global network includes 25 world properties and is available in 13 languages.
Contacts:
Gaude Lydia Paez
310-749-4963
Dina Freeman
310-433-1765
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