Members of the Yahoo Publisher Network can use the Reporting Categories feature to track the effectiveness of ad placements and landing pages for their sites.
Site publishers who work with the Yahoo Publisher Network will want to pair the Reporting Categories discussed by Michael Mattis on the YPN blog with some quality web analysis to make best use of the feature.
YPN members have likely given Reporting Categories an exhaustive workout already. One commenter on the blog cited a desire to see results in real-time rather than on a one-day delay, for example.
But for those new to playing with some of the capabilities within the YPN management interface, the post provides a nice overview of what Reporting Categories can do for a publisher’s site and the ads placed on it:
Reporting Categories allow you to gauge the performance of ads in different areas of your site or sites as well as ads in different layouts. You can assign Reporting Categories to different pages corresponding to, for example, different lines of business.
If the content on your site deals with consumer electronics and computer gaming software, you can assign each its own Reporting Category, measure the success of your campaign in each line of business and adjust your Ad Targeting and content strategies accordingly.
You can also use Reporting Categories (to) assess how well one ad layout placement performs against another.
Mattis also wrote how it would be important to use Reporting Categories to analyze ad placement performance on a granular level. Coupling that with knowledge of site users’ behavior could help boost revenue from the ads delivered to visitors.
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David Utter is a staff writer for Murdok covering technology and business.
