Standardisation, Self
  Governance And Self
  Regulation As An Industry –
  Can This Become A Reality?

Matt Bailey – Head...
Why is regulation important?
WIN – WIN – WIN - WIN
Satisfying all parties

             Network

Merchant                   Affiliate

              Agency
What we will cover
• Affiliate Approval
• Affiliate Business Model Categorisation
• Protecting against fraud
  – Lead Gene...
Alistair
•Affiliate Approval
•Affiliate Categorisation

Helen
•Fraud identification
•Lead Based Campaigns

Peter
•Bidding ...
Standardization, Self Governance And Self Regulation
Affiliate Approval and Ongoing affiliate monitoring


    • Free to j...
Manual Approval
  •   Gives the client ultimate control over the affiliates on a programme
  •   Easier Brand Control
  • ...
Affiliate Business Model Categorisation

•   Most networks categorise affiliates into one business model

•   Affiliates t...
Protecting your Campaign



 Quality Vs Quantity
Proactive Vs Reactive
Being REACTIVE

•   What do you need to look out for?
     – Unusually high / low Conversion Rates (click to sale)
     – ...
Example
Being PROACTIVE
• Vet all affiliates onto your campaign
   – Do they have a relevant URL?
   – Are their contact details c...
Working with a network?

•   What systems do they have in place
     – Applications
     – Activity Monitors
     – Remova...
Lead Based Campaigns

• More susceptible to unethical activity

• What can you do to limit risk?
  – Have a clear lead val...
Brand Bidding
• What is it?
• The use of branded terms associated with
  an advertiser to display advertisements
  usually...
What does it look like?
What to look out for
• High conversion rate
• High number of clicks compared to other
  affiliates
• Sales and clicks at c...
What can you do about it
• Have firm terms and conditions about this
  e.g. Three strikes and your out
• Your network shou...
Spyware and Adware
• Adware or advertising-supported software is any
  software package which automatically plays,
  displ...
What to look for
• Very high clicks with a very low conversion
  rate. You should be seeing a conversion
  rate of 2% plus...
What can you do?
• Unless your network has invested in
  technology to combat this, very little.
• Ask your network what t...
What does it look like?
• Video to go here
Regulation – is it feasible?
• Demands understanding of the channel

• Requires buy in from all parties

• Zero tolerance
What we’ve done in the UK
• IAB Affiliate Marketing Council

• Not a regulatory body

• Best practice guidelines issued
  ...
Questions for delegates
• What would you like to see covered?

• Is the UK experiencing the same issues as
  the rest of E...
Standardization, Self-Governance and Self-Regulations as an Industry - can this become a reality?
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Standardization, Self-Governance and Self-Regulations as an Industry - can this become a reality?

  1. 1. Standardisation, Self Governance And Self Regulation As An Industry – Can This Become A Reality? Matt Bailey – Head of Affiliate – i-level Alistair Nichols – Head of Agency Sales – Webgains Helen Southgate – Head of Affiliate – dgm Pete Wilson – European Product Manager – buy.at
  2. 2. Why is regulation important?
  3. 3. WIN – WIN – WIN - WIN
  4. 4. Satisfying all parties Network Merchant Affiliate Agency
  5. 5. What we will cover • Affiliate Approval • Affiliate Business Model Categorisation • Protecting against fraud – Lead Generation • Spyware and adware • Brand Bidding • How to regulate
  6. 6. Alistair •Affiliate Approval •Affiliate Categorisation Helen •Fraud identification •Lead Based Campaigns Peter •Bidding on brand •Malware
  7. 7. Standardization, Self Governance And Self Regulation Affiliate Approval and Ongoing affiliate monitoring • Free to join networks – the benefits / disadvantages • Automated Programme Approval • Manual Approval and what Account Managers are looking for • Red Flags • How networks and affiliates categorise business models • Network Quality technology
  8. 8. Manual Approval • Gives the client ultimate control over the affiliates on a programme • Easier Brand Control • Limits the business models on a programme • Easier to group affiliates • Sets up a relationship from the onset of a programme Red Flags • Check against database of known fraudsters • Controversial Content – pornography, violence, etc.. • Location – checked by IP Address • Check WHOIS details • Payment methods – Paypal / Cheque
  9. 9. Affiliate Business Model Categorisation • Most networks categorise affiliates into one business model • Affiliates themselves nominate their category (usually their biggest revenue / traffic generator) • Problems arise when affiliates utilise two or more business models – Voucher and PPC • Network Quality Technology can categorise affiliates on the granular or source of traffic
  10. 10. Protecting your Campaign Quality Vs Quantity Proactive Vs Reactive
  11. 11. Being REACTIVE • What do you need to look out for? – Unusually high / low Conversion Rates (click to sale) – High Deletion / Rejection Rates – Unknown Referrer IDs / direct links in referrer IDs – Relevance of Web page – IP addresses – Human touch – Short Sales Lags
  12. 12. Example
  13. 13. Being PROACTIVE • Vet all affiliates onto your campaign – Do they have a relevant URL? – Are their contact details correct? – Have you had direct contact? • Have a validation system in place – Is there a cancellation period? – Spot check sales • Quality Assess Affiliates – Known affiliates on different terms – Trial new affiliates on longer validation / different remuneration
  14. 14. Working with a network? • What systems do they have in place – Applications – Activity Monitors – Removal of unethical affiliates – Preventing re-sign ups – Dual network campaigns
  15. 15. Lead Based Campaigns • More susceptible to unethical activity • What can you do to limit risk? – Have a clear lead validation process – Be able to check validity of leads – Have a closed campaign – Work with new affiliates on a trial basis – Do not over incentivise – Consider a commission based on conversion in addition to lead
  16. 16. Brand Bidding • What is it? • The use of branded terms associated with an advertiser to display advertisements usually on a PPC basis. • Where can you see it? • Google Adwords, Yahoo search marketing, Microsoft Adcenter.
  17. 17. What does it look like?
  18. 18. What to look out for • High conversion rate • High number of clicks compared to other affiliates • Sales and clicks at certain times of the day usually outside office hours, when they think nobody is looking. • Referrers, they could be linking direct as in the example. – E.g http://www.google.co.uk/search?hl=en&q=gobaz&btn G=Google+Search&meta=&aq=f&oq=
  19. 19. What can you do about it • Have firm terms and conditions about this e.g. Three strikes and your out • Your network should be monitoring this, ask them what tools they have? • Look for them, Use Firefox and a plugin called HTTP headers. This will show you all the tracking connections that your browser follows before getting to a page.
  20. 20. Spyware and Adware • Adware or advertising-supported software is any software package which automatically plays, displays, or downloads advertisements to a computer after the software is installed on it or while the application is being used. Some types of adware are also spyware and can be classified as privacy-invasive software. • Probably the biggest non publicised negative effect on your Affiliate Account. • They are usually adding no value at all and effectively stealing sales.
  21. 21. What to look for • Very high clicks with a very low conversion rate. You should be seeing a conversion rate of 2% plus for the majority of affiliates. • Strange or no referrers. • Poor website but seeing more sales than you would expect.
  22. 22. What can you do? • Unless your network has invested in technology to combat this, very little. • Ask your network what they can do to combat Spyware and Adware.
  23. 23. What does it look like? • Video to go here
  24. 24. Regulation – is it feasible? • Demands understanding of the channel • Requires buy in from all parties • Zero tolerance
  25. 25. What we’ve done in the UK • IAB Affiliate Marketing Council • Not a regulatory body • Best practice guidelines issued – Managing an affiliate campaign – Voucher codes – Rebate catching toolbars
  26. 26. Questions for delegates • What would you like to see covered? • Is the UK experiencing the same issues as the rest of Europe? • How far can we go?
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