How much does Verizon Placement Feed and Campaign Performance Feed cost and who uses it?
Matthew Whittaker
Co-founder & CTO, Suped
Published 28 Apr 2025
Updated 15 Aug 2025
6 min read
For email marketers and deliverability professionals, understanding how major mailbox providers operate is crucial. Verizon Media (now part of Yahoo) offers specialized data feeds, specifically the Placement Feed and the Campaign Performance Feed. These feeds are designed to provide deeper insights into email performance beyond standard metrics.
However, there's often a lot of confusion and speculation surrounding their availability, who can access them, and, most importantly, the associated costs. Many senders, especially smaller organizations or direct marketers, wonder if these advanced tools are within their reach or if they are reserved for larger enterprises and email service providers.
This question frequently comes up in discussions among email deliverability experts and marketers. My aim here is to shed some light on what these feeds offer, who typically utilizes them, and give you an idea of the financial commitment involved.
What are the Verizon placement and campaign performance feeds?
Verizon's Placement Feed provides detailed data on where your emails land within the inbox, offering insights into whether they reach the primary inbox, promotions tab, or even the spam folder. This granular view is invaluable for optimizing campaign strategy and improving email deliverability.
The Campaign Performance Feed offers comprehensive metrics beyond standard opens and clicks. It includes crucial engagement indicators such as reads, glances, skims, and deletes for a sender domain. These metrics provide a much richer understanding of how subscribers interact with emails, helping senders gauge content effectiveness and subscriber engagement more accurately.
Both feeds offer a level of detail that surpasses what is typically available through standard email marketing platforms or Google Postmaster Tools. They are designed to give large-volume senders and email service providers a significant edge in monitoring and optimizing their email programs, providing actionable data to refine sending practices and improve inbox placement.
Key features of the feeds
Placement data: Insights into whether emails land in the inbox, promotions tab, or spam folder, directly from Verizon Media itself.
Engagement metrics: Detailed recipient actions like reads, glances, skims, and deletes, offering a clearer picture of content appeal.
Domain-level reporting: Aggregated data for your sending domains, essential for managing sender reputation and deliverability health.
Who uses these feeds and why?
These advanced data feeds are primarily utilized by large email service providers (ESPs) and major brands that send high volumes of email. These entities have a significant vested interest in maintaining optimal deliverability and understanding recipient behavior at scale. For them, even marginal improvements in inbox placement can translate into substantial gains in marketing ROI.
ESPs integrate this data directly into their platforms to provide enhanced reporting and deliverability insights to their clients. This allows them to monitor the overall health of their sending infrastructure and proactively address any issues that might impact inbox placement for various senders. It also helps them identify specific campaigns or sending patterns that may be triggering negative engagement signals with Verizon Media's filters.
While the feeds offer immense value, they are not typically accessed directly by individual marketers or smaller businesses. The cost and complexity of integration make them impractical for most. Instead, these smaller senders usually rely on the aggregated reporting provided by their ESPs or other third-party deliverability tools.
ESPs and large enterprises
Purpose: To gain deep, holistic insights into their entire sending infrastructure's performance across Yahoo properties.
Value: Optimizing platform-wide deliverability, proactively identifying issues for clients, and offering advanced analytics.
Access: Direct API integration with Verizon Media, often involving significant data processing capabilities.
Individual marketers and SMBs
Purpose: To understand their specific campaign performance and improve individual sending practices.
Value: Actionable insights for campaign optimization, but direct access to raw feed data is typically overkill.
Access: Primarily through their email service provider's reporting or publicly available tools.
The cost of Verizon's data feeds
When it comes to the cost of Verizon's Placement Feed and Campaign Performance Feed, the information is not publicly disclosed by Verizon itself. However, industry discussions suggest that the cost is substantial, often reaching six-figure amounts per month. This high price point reinforces the notion that these feeds are targeted at large-scale senders and platforms rather than individual marketers.
The lack of public pricing is also attributed to strict Non-Disclosure Agreements (NDAs) and specific contractual agreements with Verizon Media. Companies that gain access to these feeds are typically bound by confidentiality clauses, which limit their ability to openly discuss the terms and costs. This secrecy contributes to the perception that the feeds are an exclusive, premium service.
The significant investment required for these feeds covers not just the data access itself, but also the technical resources needed to integrate, process, and interpret the vast amount of data. This usually requires specialized engineering and deliverability teams, making it an undertaking only viable for organizations with substantial budgets and technical expertise.
Understanding the high cost
The six-figure monthly cost associated with these feeds reflects their exclusivity and the depth of data they provide. This pricing model reinforces that they are designed for large-scale operations with specific needs for highly granular email deliverability and engagement analytics. It also covers the infrastructure Verizon needs to provide this detailed, real-time data.
Alternative approaches for senders
Given the high cost and exclusivity of Verizon's proprietary feeds, individual senders and smaller businesses often need to explore alternative strategies to gain insights into their email performance. While these alternatives may not offer the exact same granularity, they can still provide valuable data for optimizing deliverability.
The primary approach involves leveraging existing Postmaster Tools offered by mailbox providers, analyzing standard campaign metrics, and paying close attention to feedback loops. Combining these methods can give a reasonable picture of how emails are performing and help identify potential issues that might lead to emails going to spam or being blocklisted.
Maintaining a healthy sender reputation by adhering to best practices is also critical. This includes regularly cleaning email lists, ensuring proper email authentication (like SPF, DKIM, and DMARC), and sending valuable content that encourages positive engagement. These foundational steps often yield better results than any single data feed could provide in isolation.
Data source
Pros
Cons
Yahoo Postmaster Tools
Free access, provides basic reputation and deliverability data. Crucial for any sender targeting Verizon Media Group domains.
Less granular than paid feeds, does not offer engagement metrics like reads or glances.
Google Postmaster Tools
Free, offers detailed reputation, spam rates, and authentication errors. Provides a campaign performance feed with basic engagement.
Focuses only on Gmail and Google Workspace, does not cover Yahoo or other domains.
ESP reporting
Consolidates various metrics, often including feedback loop data and basic deliverability reports. Provides an easy overview.
Level of detail varies by ESP, may not include deep placement or nuanced engagement data specific to Verizon/Yahoo.
Blacklist (or blocklist) monitoring
Identifies if your sending IP or domain is listed, which directly impacts deliverability.
Only indicates a problem, not the cause, and doesn't provide specific engagement or placement insights.
Summary of data feeds and costs
Verizon's Placement Feed and Campaign Performance Feed are powerful tools for gaining in-depth insights into email performance and deliverability on their network. However, their significant cost and the technical complexity of integration mean they are primarily accessible to large email service providers and major sending organizations.
For the majority of marketers and smaller businesses, focusing on fundamental deliverability best practices, utilizing publicly available Postmaster Tools, and relying on comprehensive ESP reporting will provide sufficient data to effectively manage and optimize email campaigns. The key to success remains a multi-faceted approach to email deliverability, combining technical setup with strategic content and list management.
Views from the trenches
Best practices
Actively monitor your sender reputation using free Postmaster Tools.
Segment your email lists to ensure relevant content reaches engaged subscribers.
Implement a clear unsubscribe process to minimize spam complaints.
Routinely clean your mailing lists to remove inactive or invalid addresses.
Ensure proper authentication (SPF, DKIM, DMARC) for all sending domains.
Common pitfalls
Over-reliance on open rates as the sole deliverability indicator, missing deeper engagement signals.
Ignoring feedback loops, which provide direct signals from mailbox providers.
Purchasing email lists, leading to high bounce rates and blacklist (or blocklist) appearances.
Sending inconsistent email volumes, which can negatively impact sending reputation.
Failing to regularly audit and update your DNS records for email authentication.
Expert tips
Analyze your click-through rates and conversion metrics closely; these often provide more direct business value than raw inbox placement data.
Leverage A/B testing for subject lines and content to improve engagement, as this directly influences inbox placement over time.
Engage with online communities and forums for shared experiences and strategies regarding mailbox provider trends.
Consider investing in a dedicated IP address if you send high volumes, as it gives you more control over your sending reputation.
If using an ESP, understand their deliverability practices and how they manage shared IP pools.
Marketer view
Marketer from Email Geeks says the feeds cost money and are often integrated into services like Validity's Everest, but it's unclear if direct access is possible without such platforms.
2020-09-22 - Email Geeks
Marketer view
Marketer from Email Geeks says that while Validity's VTO (Verizon's Transparency and Oversight) program is exclusive to Validity, the feeds themselves are not. However, few others have implemented them, and they are indeed expensive.
Yahoo properties.
Verizon itself. However, industry discussions suggest that the cost is substantial, often reaching six-figure amounts per month. This high price point reinforces the notion that these feeds are targeted at large-scale senders and platforms rather than individual marketers.
Google Postmaster Tools
