Product feed
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A product feed or product data feed is a file made up of a list of products and attributes of those products organized so that each product can be displayed, advertised or compared in a unique way.[1] A product feed typically contains a product image, title, product identifier, marketing copy, and product attributes.[2]
Product feeds supply the content that is presented on many kinds of e-commerce websites such as search engines, price comparison websites, affiliate networks, and other similar aggregators of e-commerce information. Product data feeds are[3] generated by manufacturers, online retailers and, in some cases, product information is extracted using web scraping or harvested web harvesting from the online shops website.
Product feed applications[edit]
While product feeds differ in content and structure, the goal remains the same - deliver high-quality (fresh, relevant, accurate, comprehensive) information so that shoppers can make a buying decision.[4]
Product data feeds are often delivered between manufacturers and retailers,[5] and are also used within a variety of online marketing channels that help shoppers locate the product they wish to purchase and drive the traffic to the retailers' website. These marketing channels include:
- Price comparison websites - Feeds are the product descriptive content needed to run sites that compare pricing (price comparison websites), attributes (mostly in vertical search portals) and availability.[6]
- Paid search affiliates - PPC campaigns use API's that receive a range of attributes within product feeds to determine campaign keywords and bidding.
- Affiliate networks – affiliate networks funnel products though their platforms from merchants to affiliates.
- Marketplaces – receive product feeds from their big merchants (eBay and Amazon for example).
Feed formats[edit]
- After announcing the importance of quality product data feeds,[7] Google has updated its feed requirements.[8]
- Other product listing sites use proprietary formats that are either plain text or XML format.
- Emerging RDF format: Semantic web standards such as RDF are taking root. It is expected product feed will soon adopt this new web standard.
References[edit]
- ^ https://support.google.com/merchants/answer/188478?hl=en
- ^ https://support.google.com/merchants/answer/188494?hl=en
- ^ http://www.edgenet.com/data-feed-optimization
- ^ https://support.google.com/merchants/answer/188489?hl=en
- ^ http://www.etilize.com/manufacturer-product-data-management.htm
- ^ https://partner.pricegrabber.com/mss_main.php?sec=2&ccode=us
- ^ http://marketingflows.com/successful-strategies-in-increasing-product-sales-with-google-shopping.html
- ^ http://googlecommerce.blogspot.com/2013/05/updated-google-shopping-feed.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+GoogleCommerce+%28Google+Commerce%29
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