When Yahoo Search Marketing announced the appointment of Reggie Davis as its VP of Marketplace Quality, the company said Davis will serve as the company’s first senior executive dedicated to continually enhancing the quality of Yahoo!’s display and search listings marketplaces.
- Davis is responsible for developing and executing a strategy aimed at driving more rapid innovation, greater transparency and faster delivery of product and service enhancements to build an even higher quality advertising network for Yahoo!’s customers.
- Davis will hire a dedicated staff to manage across all of Yahoo!’s cross-functional quality teams and ensure that customer input is integrated into all efforts to address click fraud, traffic quality, network placement and other marketplace quality issues.
- Davis and his team will also be responsible for increasing Yahoo!’s dialogue with advertisers and publishers on quality related matters.
That’s a lot of responsibility to put on one man in order to clean up the click
fraud quality at Yahoo Search Marketing, and the team has shown one of its first major accomplishments of increasing dialogue with and motivating its advertiser base to report suspect clicks and sites with Yahoo’s Traffic Quality Center.
The Traffic Quality Center includes basic tips and questions on tracking clicks, 3rd party PPC management software and click discrepancy, the important of analytics, and articles on best practices.
Submitting requests for Click Investigation is also outlined on the new service and an informative FAQ section.
This is just the beginning, but an excellent start in an outreach and conversation approach by the Yahoo Click Quality team.