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In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011
In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011
In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011
In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011
In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011
In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011
In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011
In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011
In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011
In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011
In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011
In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011
In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011
In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011
In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011
In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011
In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011
In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011
In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011
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In-House VS Network Affiliate Programs by Peter Hamilton of HasOffers for ADTECH NY 2011

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This presentation was given at Ad:tech, New York on November 19th. I was joined by Javier Barragan of Flycell and Bucksense, who gave his first hand experience of working with many large affiliate …

This presentation was given at Ad:tech, New York on November 19th. I was joined by Javier Barragan of Flycell and Bucksense, who gave his first hand experience of working with many large affiliate networks as well as bringing his affiliate program in-house.

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  • 1. Affiliate Programs: In-House vs. Network Peter Hamilton Partner / CMO at HasOffers.com [email_address] Twitter:  @PeterHamilton #adtechny
  • 2. What ’s the point? @peterhamilton
  • 3. To Get New Customers. What ’s the point? That meet your desired level of quality. That you're actually willing to pay for. That you would not reach otherwise. @peterhamilton
  • 4. What ’s the point? What's it worth to you? @peterhamilton
  • 5. Choose your path <ul><li>Affiliate Network   </li></ul><ul><li>Allow one or more affiliate networks </li></ul><ul><li>to manage your affiliates. </li></ul><ul><li>    Steps: </li></ul><ul><ul><li>Signup for affiliate networks </li></ul></ul><ul><ul><li>Provide your offer URL </li></ul></ul><ul><ul><li>Install their tracking code </li></ul></ul><ul><ul><li>Negotiate the Payout & Fees </li></ul></ul><ul><ul><li>They give affiliates your offer </li></ul></ul><ul><ul><li>Review conversions blindly </li></ul></ul><ul><ul><li>Make single payment </li></ul></ul>@peterhamilton <ul><li>In-House Program </li></ul><ul><li>Directly manage your own affiliates </li></ul><ul><li>and publishers. </li></ul><ul><li>    Steps: </li></ul><ul><ul><li>Tracking/management system </li></ul></ul><ul><ul><li>Setup your offer </li></ul></ul><ul><ul><li>Install your own tracking code </li></ul></ul><ul><ul><li>Choose your payouts </li></ul></ul><ul><ul><li>Work directly with affiliates </li></ul></ul><ul><ul><li>Review conversions transparently </li></ul></ul><ul><ul><li>Pay each of your affiliates </li></ul></ul>
  • 6. What ’s the difference? @peterhamilton
  • 7. Time <ul><li>Affiliate Networks     </li></ul><ul><ul><li>Corresponding with one affiliate manager </li></ul></ul><ul><ul><li>Providing Creatives </li></ul></ul><ul><ul><li>Verifying Leads/Conversions </li></ul></ul><ul><ul><li>Paying affiliate network </li></ul></ul><ul><li>In-House Program </li></ul><ul><ul><li>Recruiting new affiliates </li></ul></ul><ul><ul><li>Promoting your program </li></ul></ul><ul><ul><li>Corresponding with individual affiliates </li></ul></ul><ul><ul><li>Managing Creatives </li></ul></ul><ul><ul><li>Verifying leads and detecting fraud </li></ul></ul><ul><ul><li>Accounting: Making payments to affiliates, etc. </li></ul></ul>@peterhamilton
  • 8. Cost: Affiliate networks Courtesy of Geno Persekov - AMNavigator.com/blog @peterhamilton
  • 9. Cost: In-house program @peterhamilton Tracking  Software Affiliate  Payouts + = Total  Costs
  • 10. In-house control Internal Tracking @peterhamilton The Data is Yours Pay What You Want You Control Your Offer No negotiation on payout amounts or structures (flat rate, % of sale, recurring, etc.). Affiliate information, user data, all other records. Real-time reporting and reconciliation. Change anything, any time you need to.
  • 11. Affiliate networks <ul><ul><li>Network recruits affiliates </li></ul></ul><ul><ul><li>Network pays and manages affiliates </li></ul></ul><ul><ul><li>Network helps you perfect your offer </li></ul></ul><ul><ul><li>Network is responsible for fraudulent conversions </li></ul></ul><ul><ul><li>Don ’t worry about tracking or reporting </li></ul></ul><ul><ul><li>More Expensive </li></ul></ul><ul><ul><ul><li>Networks take a % of payout </li></ul></ul></ul><ul><ul><li>Little transparency </li></ul></ul><ul><ul><ul><li>Do not contact affiliates directly </li></ul></ul></ul><ul><ul><li>Changes to your campaign must go through network </li></ul></ul><ul><ul><li>Network hosts creatives </li></ul></ul><ul><ul><li>Need brand protection </li></ul></ul><ul><ul><li>Trust network ’s tracking </li></ul></ul>@peterhamilton PROS CONS
  • 12. In-house program <ul><ul><li>Direct connection to your affiliates/publishers </li></ul></ul><ul><ul><li>Less Expensive </li></ul></ul><ul><ul><li>Comprehensive reporting </li></ul></ul><ul><ul><li>Direct connections to your affiliates/publishers </li></ul></ul><ul><ul><li>Secure Data </li></ul></ul><ul><ul><li>Find unique publishers </li></ul></ul><ul><ul><li>Complete branded experience </li></ul></ul><ul><ul><li>Complete flexibility </li></ul></ul><ul><ul><li>Find your own affiliates </li></ul></ul><ul><ul><li>More time required to manage </li></ul></ul><ul><ul><li>You have to pay affiliates </li></ul></ul><ul><ul><li>Detect your own fraud </li></ul></ul><ul><li>      You are responsible! </li></ul>@peterhamilton PROS CONS
  • 13. Who ’s doing what? Currently Using CJ, Linkshare, or GAN Manage an In-House Affiliate Program @peterhamilton
  • 14. Can I do both? @peterhamilton
  • 15. Can I do both? <ul><li>Tracking Affiliate Networks In-House </li></ul><ul><ul><li>Setup up affiliate networks as affiliates </li></ul></ul><ul><ul><li>Piggy back their tracking code as a third-party pixel in your tracking software </li></ul></ul><ul><ul><li>Provide networks with a unique affiliate link </li></ul></ul><ul><ul><li>Make sure networks pass in affiliate sub IDs </li></ul></ul><ul><li>Now you can track affiliate networks along side your affiliates to view relative performance . </li></ul>@peterhamilton
  • 16. Do what ’s right for you Every Organization is Different! @peterhamilton
  • 17. Do what ’s right for you @peterhamilton <ul><li>In-House Tips: </li></ul><ul><ul><li>Choose a flexible and reliable tracking software </li></ul></ul><ul><ul><li>Improve your conversion process </li></ul></ul><ul><ul><li>Start with customers and partners (you trust) </li></ul></ul><ul><ul><li>Use a payment processor like Payoneer </li></ul></ul>
  • 18. Case Study An In-House Affiliate Program Story Javier Barragan General Manager at Bucksense, Inc. Previously: VP of Acquisition, Flycell http://www.bucksense.com Twitter: @BuckSense @peterhamilton
  • 19. Affiliate Programs: In-House vs. Network Peter Hamilton Partner / CMO at HasOffers.com [email_address] Twitter:  @PeterHamilton #adtechny

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