Compliance Strategies – Identifying and Combating Affiliate Fraud

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This presentation is from Performance Marketing Summit 2014 in Denver, CO (June 17, 2014). Session description: Implementing and enforcing the three stages of compliance helps reduce fraud in any program. Learn how to identify and combat several deceptive practices, plus some ideas on the future of compliance.

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Compliance Strategies – Identifying and Combating Affiliate Fraud

  1. 1. Jeannine Crooks Performance Marketing Summit – Denver
  2. 2.  The Three Stages of Compliance  Identifying Deceptive Practices  The Future of Compliance
  3. 3.  Don’t pay for unearned commissions  Increased PPC costs and lowered ad rankings  Hurts network/advertiser relationships and other affiliates  Brand misrepresentation or poor impressions  Potential criminal consequences
  4. 4.  Weeding out rogue publishers  Assimilating new technologies  Implementing new regulatory initiatives
  5. 5.  Stop them at the door  Each network has their own unique screening tools, usually 20+ different checks  IP address sweeps  Rejection rate 30-40%
  6. 6.  Affiliate relevancy  Promotional methods  Compliance with T&Cs  Network Profile  Auto approval – No!
  7. 7.  Most controversial, difficult and demanding  Ongoing checking of existing publisher activity
  8. 8.  Duplicating – clones of legitimate sites  Spamming – sending mass emails without opt-in permission  Domain squatting – creating misspelled sites  Diverting – Deceptive links, cookie stuffing
  9. 9.  Faking – Inflating a program’s clicks  Stealing – Using stolen credit cards  Brand Bidding – Bidding on merchant terms  Rule Breaking – Contravening network T&C’s
  10. 10.  High conversion rates  Poor quality sites driving high sales volume  Hard to reach publisher  Masked URLs, redirects  Large volumes of sales during abnormal hours
  11. 11.  Domain Squatting with free hosting, like Google’s Blogspot or Wordpress ◦ Combines brand name discount code or variations within site title (advertiser name + keyword) ◦ Can hide last referrer with this method
  12. 12.  Combining misspelled domains with scraped content from legit sites.  Free web-based email, spoofing website identity to get onto a network.
  13. 13.  New FTC disclosure requirements  International Collaboration  Industry Cooperation
  14. 14. Jeannine Crooks Senior Account Manager Jeannine.Crooks@AffiliateWindow.com @Jeannine_Crooks 410-302-8592 www.AffiliateWindow.com

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