Affiliate Apocalypse Panel - Robert Glasgow


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Part 5 of 5. Affiliate Marketing is positioned to emerge from the current economic situation as the weapon of choice for online marketers. Its underlying commercial model is uniquely attractive. However, the industry also faces a number of challenges that threaten this status. In this session we will be discussing these challenges, how they relate to affiliate marketing and its future, as well as seeing some solutions in action Some of the areas we will be touching on include. Transparency from merchants and affiliates Volume over value Sales duplication Last click commercials Affiliate Marketing is facing its most challenging era yet, find out how to be on the winning team!

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Affiliate Apocalypse Panel - Robert Glasgow

  1. 1. London, 14 th October 2009 Affiliate Apocalypse Panel Transparency
  2. 2. <ul><li>The growth in Transparency </li></ul><ul><li>Current Issues </li></ul><ul><li>Transparency can guide Policy Decisions </li></ul><ul><li>Conclusion </li></ul>Agenda
  3. 3. <ul><li>Transparency refers to disclosure of available data to allow both affiliates and merchants to make sound business decisions more efficiently </li></ul><ul><li>I am not talking about sharing photos of our pets online </li></ul><ul><li>What data to share can be a Common-sense decision, or it can be a Policy decision </li></ul>What am I talking about?
  4. 4. <ul><li>Traditional ‘blind’ ad Networks offered traffic with basic stats and little visibility of where traffic came from, or how it converted </li></ul><ul><li>Recent addition of pixel tracking allows conversion and ROI stats, making arbitrage easier </li></ul><ul><li>CPA Tracking code has always allowed collection of rich data </li></ul><ul><li>Networks show as much data as they can without compromising proprietary rights </li></ul><ul><li>Professionalisation of affiliates, affiliate managers, merchants has led Networks to develop analytic tools </li></ul><ul><li>IAB UK Affiliate Marketing Council’s Ethical Merchant Charter </li></ul>Growth in Transparency
  5. 5. <ul><li>Gone are the days of a Network hiding affiliates from merchants </li></ul><ul><li>Cloaking of activities is no longer acceptable </li></ul><ul><ul><li>Merchants cancelling bulk transactions without a valid reason </li></ul></ul><ul><ul><li>Affiliates abusing the ppc policy after hours when they no there is no monitoring </li></ul></ul><ul><li>A lack of full disclosure is often non-intentional </li></ul><ul><ul><li>Dedupe practices – cross channel and cross network </li></ul></ul><ul><ul><li>P+P in sales value or out? </li></ul></ul><ul><ul><li>Some affiliates have been ripped off after disclosing successful business practices to fellow publishers </li></ul></ul><ul><li>Networks need to be vigilant </li></ul><ul><ul><li>Check list of relevant information </li></ul></ul><ul><ul><li>Clarity on notice periods for program changes </li></ul></ul>Transparency Issues
  6. 6. <ul><li>Does rewarding a sale on post-impression cookie make sense for the affiliate marketing industry? </li></ul><ul><li>Issues: </li></ul><ul><ul><li>‘ Last click wins’ means broad distribution is vital (cookie spraying?) </li></ul></ul><ul><ul><li>Low customer engagement - lack of a causal link between cookie drop and consumer activity undermines legitimacy </li></ul></ul><ul><ul><li>Complications with agencies needing to show ROI for cpm campaigns </li></ul></ul><ul><ul><li>Lack of a level playing field among affiliates </li></ul></ul><ul><ul><li>Merchants often are not informed of this practice </li></ul></ul><ul><ul><li>Legitimacy in some markets more than others </li></ul></ul>An Example of a tricky Policy Decision: Post Impression Tracking
  7. 7. <ul><li>Only used with the merchants full understanding and endorsement  </li></ul><ul><li>Offered to all affiliates to ensure an even playing field </li></ul><ul><li>Clarity of reporting as to where sale came from - post view, or consumer-generated post click </li></ul><ul><li>Cookie lifetimes should be limited to session or max one day  </li></ul>One Approach: Full Transparency
  8. 8. At the end of the day, affiliate marketing is based, to a degree, on trust, facilitated by the Network, between an affiliate and a merchant,. Transparency provides more and more reasons to trust the other parties. This has to be good for our Industry
  9. 9. Thank you!