Summary
The Verizon (now Yahoo) Placement Feed and Campaign Performance Feed provide data for optimizing ad campaigns but are expensive and targeted towards larger advertisers, ad tech companies, or ESPs. Pricing is not public and requires direct negotiation with sales teams. Costs are often six figures monthly. Access to granular data is usually reserved for those with significant marketing budgets and technical expertise. Limited public information exists due to NDAs and strict agreements. The value is dependent on the scale and sophistication of the marketing operation.
Key findings
- High Cost & Confidentiality: The feed has high costs, sometimes six figures monthly, and pricing is not public. Strict NDAs limit information.
- Large Enterprise Focus: It is mostly used by large advertisers, ad tech companies, and ESPs due to cost and complexity.
- Scale Dependent Value: The value and effectiveness depend on the scale and sophistication of the marketing operation.
- Integration with Platforms: Often integrated with platforms like Validity's Everest.
Key considerations
- Budget Constraints: Ensure a substantial marketing budget is allocated for the feed.
- Negotiation Skills: Prepare to negotiate pricing directly with Verizon/Yahoo sales.
- Technical Expertise: Ensure there's technical expertise to handle the data effectively and derive meaningful insights.
- Enterprise Needs Assessment: Assess whether the benefits justify the cost for your specific enterprise-level operation.
What email marketers say
8 marketer opinions
The Verizon (now Yahoo) Placement Feed and Campaign Performance Feed offer data-driven insights for optimizing ad campaigns. Pricing is not publicly available and requires contacting the sales team directly, as it depends on individual needs and goals. Access to the feeds, particularly granular data, is typically reserved for larger advertisers, ad tech companies, or ESPs with significant marketing budgets and the technical expertise to handle the data. Strict NDAs and agreements contribute to the limited public information. The value and cost-effectiveness of the feed are closely tied to the scale and sophistication of the email marketing operation.
Key opinions
- Pricing Not Public: Pricing is not readily available and requires direct contact with the sales team.
- Scale Matters: Value is highly dependent on the scale and sophistication of the marketing operation.
- Limited Information: Public information is limited due to strict NDAs and agreements.
- Target Audience: Primarily used by larger advertisers, ad tech companies, or ESPs.
Key considerations
- Budget: Need to have a significant marketing budget to justify the cost.
- Data Handling: Require technical expertise to process the data effectively.
- Contact Sales: Directly contact the Verizon/Yahoo sales team to obtain pricing and implementation details.
- Integration: Feed is integrated into platforms like Validity's Everest, potentially requiring platform adoption.
Marketer view
Email marketer from Reddit states that the value of a placement feed depends heavily on the scale and sophistication of the email marketing operation, suggesting it's more relevant for larger companies or ESPs, and the cost would likely reflect that.
16 Dec 2023 - Reddit
Marketer view
Email marketer from Twitter mentions that access to granular ad feed data, like placement and performance, is generally reserved for larger advertisers or ad tech companies who can justify the cost and have the technical expertise to process the data.
6 Mar 2024 - Twitter
What the experts say
2 expert opinions
Experts indicate that the Verizon Placement Feed and Campaign Performance Feed are very expensive, potentially reaching six figures per month. These feeds are generally only accessible to larger ESPs or enterprises with substantial marketing budgets. Direct negotiation is essential to determine actual pricing and implementation details.
Key opinions
- High Cost: The cost of the Verizon Placement Feed and Campaign Performance Feed is very high.
- Enterprise Level: These feeds are primarily used by larger ESPs and enterprises.
- Negotiation Required: Pricing is not standardized and requires direct negotiation.
Key considerations
- Budget: Ensure a substantial marketing budget is available.
- Negotiation Skills: Be prepared to negotiate pricing and implementation details.
- Enterprise Needs: Evaluate whether the benefits of the feed justify the cost for an enterprise-level operation.
Expert view
Expert from Email Geeks shares that the amount they've heard the Verizon Placement Feed and Campaign Performance Feed costs is astronomical, like six figures per month.
14 Jul 2023 - Email Geeks
Expert view
Expert from Word to the Wise notes that costs for such feeds are often quite high, usually reserved for larger ESPs or enterprises with significant marketing budgets. She suggests direct negotiations are necessary to determine actual pricing and implementation details. Unfortunately I cannot find a specific URL of Laura answering the question.
4 Mar 2024 - Word to the Wise
What the documentation says
3 technical articles
Official documentation from Verizon Media Advertising, Yahoo Advertising, and Validity confirms the existence of native advertising solutions and data feed integrations (like Verizon/Yahoo placement feeds). However, none provide specific pricing details or comprehensive lists of users. All sources direct users to contact their respective sales teams for more information.
Key findings
- No Public Pricing: Pricing details are not publicly available in the documentation.
- Contact Sales: All sources recommend contacting sales for pricing and user information.
- Feed Existence Confirmed: The documentation confirms the existence of data feed integrations and native advertising solutions.
Key considerations
- Sales Engagement: Prepare to engage with the sales teams from Verizon Media, Yahoo Advertising, or Validity.
- Limited Info: Be aware that initial research will likely not yield specific pricing details.
- Platform Integration: Consider how the feeds integrate with existing marketing platforms, such as Validity's Everest.
Technical article
Documentation from Verizon Media Advertising explains the availability of native advertising solutions and reporting within their platform, but doesn't provide specific pricing details for placement feeds or a comprehensive list of users. It suggests contacting Verizon Media sales for detailed information.
1 May 2023 - Verizon Media Advertising Documentation
Technical article
Documentation from Validity explains the integration of data feeds within the Everest platform but doesn't provide specific pricing information for the Verizon/Yahoo placement feed. Cost information is available upon contacting sales.
25 May 2024 - Validity Documentation
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