Tracking Native Ad Performance with Parse.ly
Content analytics and optimization platform Parse.ly has released a feature that will enable publishers to quantify the results of sponsored content and "native advertising" - one of the more popular marketing and advertising trends among digital media professionals of late.
Parse.ly's new Content Performance Reports provide publishers with the capability to understand and manage paid content, and communicate its performance to brands through shareable, real-time reports. Insights such as total traffic, unique visitors and social shares are included in the reports. The feature will likely be appealing to brands and agencies that are touting the potential ROI of native ads and sponsored content.
"As publishers explore business models that incorporate native ads, they need analytics that will allow them to accurately evaluate the effect of the sponsored content has on their audience and the ROI for their clients," said Sachin Kamdar, co-founder and CEO, Parse.ly. "Parse.ly provides that, and gives our clients an advantage when communicating the value of native advertising back to a brand."
Parse.ly customers currently some big names in digital publishing including Atlantic Media, Ars Technica, Mashable, Meredith Publishing, Spin Media, and Talking Points Memo.
Seen below is a sample report from Parse.ly