Analytics becomes important to eBay

Internet marketing consultants working for businesses trading on eBay may be buoyed by the news that the online market place has entered into a partnership with traffic quality monitors Click Forensics.

Under the new agreement, eBay's AdCommerce unit - which is an advertising tool for traders that displays cost-per-click ads to shoppers based on categories and keywords - will deliver better and more relevant audiences to advertisers.

This in turn may help improve conversion rates and drive bigger profits and Alexis Van De Wyer of eBay noted that the collaboration will make sure that maximum results are offered to partners.

"It is crucial that we deliver the highest quality traffic to our advertising partners and working with Click Forensics will help ensure that we are doing just that," he said.

In addition, other benefits of the relationship include offering protection against fraudulent traffic, with Click Forensics filtering invalid and poor quality clicks.

Paul Pellman, chief executive of the company - which has been operating for five years and played a part in the establishment of the Click Quality Council in 2006 - remarked: "We look forward to collaborating closely with eBay to continually improve and enhance both our platforms for the benefit of online advertisers."

Source: Click Forensics