INside Performance Marketing
Top 50 Industry Players from 2017
The evolution of feeds - Q&A

The evolution of feeds - Q&A


What makes your data feeds stand out?

GoldenFeeds stands out due to the quality and freshness of the product feeds. The quality is measured by the accuracy and richness of the product details. Feeds generated by GoldenFeeds include all the information that is critical to publishers:

  • Fashion publishers will find all available combinations of color / sizes. For each such combination the color matching image shall be identified and the specific availability and SKU shall be denoted.
  • Electronics publishers will get the full set of product specification attributes organised to enable easy extraction.
  • Home & Living publishers will get accurately the materials & measurements for each of the products.

Using GoldenFeeds enables publishers to provide the best consumer user experience and gain higher conversion rates.

What verticals do you cater for?

DS: We have been providing feed marketing services to leading brands in the following verticals: Fashion, Large retails stores and market places, Mobile, Electronics, Travel and Software. We have just updated our web sites with the list of our current customers.

GoldenFeeds is also unique by providing feeds in multiple languages. We cater for many pan-European and international brands providing them with the capability to publish their product feeds for local markets in the local language. To date we have experience with feeds in German, French, Spanish, Italian, Russian, Dutch, and even in Japanese.

What trends have you noticed when dealing with feeds in different countries?

DS: The main trend we see is the growing demand for high quality feeds. We saw it first in the Fashion industry were retailers requested to have the colour-specific images and the per size / colour availability. Google's announcement last year on its new feed requirements and its decision not to compromise on quality was a clear indication. We identified this trend now growing in Electronics and Mobile, where retailers ask use to improve their existing feeds.

Starting from the beginning of 2012 we see this same trend among publishers. They're demanding higher quality feeds from retailers. They've also been approaching us to improve their existing feeds rather than wait for retailers to do it.

How have feeds evolved in the last year?

DS: The market moves fast, and we've seen a few significant changes. Fashion feeds “Explosion” is one clear new change. Explosion means the splitting of one product “line” to multiple lines based on colour /size variants. It’s a challenge we find the market struggling with and one with which we are happy to help.

Another change we have seen growing over the last year is normalisation – normalising product attributes to one standard set of values making it easier for publishers to work with the data across multiple brands and retailers. A good example of this can be a fashion retailer with funky colour names that are normalised to the standard colours.

Where do you see the evolution of feeds over the next few years?

DS: We see evolution in several areas:

  • Inclusion of social & ranking information within the product feed. Product ranking (number of starts) and related social information (number of likes / reviews) is set to become highly valuable for publishers.
  • Implementation of local availability at a product level. This trend is led by Google and eBay. The main challenge is for the retailers to be able to provide this information.
  • Combined use of multiple feeds. We see it today in the mobile industry where 3 feeds are required to describe a mobile offering: Mobile handset feed, service packages feed as well as the offering of feeds connecting between a mobile handset and a specific service package.
  • Migration from an offering of one overall feed to the offering of multiple feeds. Each with specific targets. Examples of this could be Best Sellers feeds, Special discounts feeds etc.

Do you see new services based on feeds emerging in the next few years?

DS: We believe that in the next few years we will see many new advertising opportunities based on product feeds with a specific target and high freshness. These include the use of interactive dynamic banners and product adverts embedded over videos and the usage of targeted product feeds as a tool for advertising in new smart computerised televisions.

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Simon Holland

Simon Holland

Simon is the news and research reporter at Existem. Previously a technology journalist, he now spends his time investigating both future and developing trends in performance marketing whilst producing editorial content for

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