This document discusses the current state and future trends of the UK affiliate marketing industry. It examines how customer purchase paths often involve multiple affiliate types like voucher codes, loyalty programs and content sites. It also explores how affiliate categories are blurring as publishers adopt new strategies. The document advocates for more transparent relationships between advertisers and publishers through tools like advertiser and publisher directories that provide detailed profiles and performance metrics. This would help move the industry towards more collaborative "affinity partnerships".

1. Technology and Transparency: challenges, insights and innovations in the UK affiliate market Owen Hewitson, Client Strategist, Digital Window George Fletcher, Product Manager, Digital Window

2. Overview of the current state of the UK affiliate marketing industry: vital stats and future trends

3. Overview of the current state of the UK affiliate marketing industry: vital stats and future trends

4. Overview of the current state of the UK affiliate marketing industry: vital stats and future trends UK €5.3bn Netherlands €855m Germany €2.67bn France €1.18bn Italy €832m Spain €663m Source: zanox DE

5. Overview of the current state of the UK affiliate marketing industry: vital stats and future trends ? 2011 Voucher codes 2008 Loyalty/Reward 2006 PPC 2003 1995 Content

6. Inside the customer’s path to purchase: why the UK is moving beyond the multi-attribution debate

7. Price Comparison PPC Vouchers/ Content Loyalty/Cashback Price comparison and generic paid search likely to be sales initiators Loyalty and cashback stand alone

8. Inside the customer’s path to purchase: why the UK is moving beyond the multi-attribution debate Misconception: There are many different affiliates involved in the customer’s path to purchase The vast majority of transactions through the affiliate channel have only one referrer Misconception: Incentive sites overwrite the cookies of other types of affiliates Incentive sites are most likely to overwrite the cookies of other incentive sites Misconception: Voucher code sites ‘steal’ the sales of true content sites Voucher code sites overwrite other voucher code sites far more often than those of true content sites. Often, true content sites overwrite voucher code sites

9. Number of referrers - Electricals

10. Number of referrers - Gifts

11. Number of referrers - Mobiles

12. When a fashion advertiser offered an exclusive code to a voucher code publisher

13. When a health & beauty retailer offered an exclusive code to a cashback publisher

14. When an electrical retailer ran an exclusive reward promotion with a loyalty site

15. Inside the customer’s path to purchase: why the UK is moving beyond the multi-attribution debate What are the problems with multi-attribution models? Impossible to implement with publishers who depend on being recognised as last referrer Looks at clicks rather than activity or value How do you apportion the commission? So how do we fairly recognise and reward publishers for their activity?

16. Inside the customer’s path to purchase: why the UK is moving beyond the multi-attribution debate Where’s the Value? Value Average Order Value New Customer Acquisition Contribution in the sales journey Customer persistency Latency Rate Intelligent commission setting

17. Inside the customer’s path to purchase: why the UK is moving beyond the multi-attribution debate

18. Merging technologies and blurring boundaries: how serviceable are existing methods of publisher categorisation?

19. Merging technologies and blurring boundaries: how serviceable are existing methods of publisher categorisation? An over-reliance on current models of affiliate categorisation suits neither advertisers nor publishers They obscure the differences between affiliates, encourages advertisers to ‘stereotype’ publishers But publishers are successful when they incorporate many different promotional methods Influx of new actors into performance channel, with new methods of promoting This contributes to a blurring of the boundaries between different promotional methods Does how networks represent publishers help or hinder relationship building?

20. Merging technologies and blurring boundaries: how serviceable are existing methods of publisher categorisation?

21. Merging technologies and blurring boundaries: how serviceable are existing methods of publisher categorisation?

22. Merging technologies and blurring boundaries: how serviceable are existing methods of publisher categorisation?

23. Merging technologies and blurring boundaries: how serviceable are existing methods of publisher categorisation?

24. Creating communities and connections in the UK affiliate marketplace

25. Creating communities and connections in the UK affiliate marketplace

26. Creating communities and connections in the UK affiliate marketplace

27. Creating communities and connections in the UK affiliate marketplace AWinapps

28. Creating communities and connections in the UK affiliate marketplace

29. Creating communities and connections in the UK affiliate marketplace

30. The importance of building transparency into advertiser-publisher relationships

33. Refine bys

35. Refine bys

36. Detailed View

39. AWin Index

41. AWin Index

42. CAVE data

44. AWin Index

45. CAVE data

47. The importance of building transparency into advertiser-publisher relationships Publisher Directory Detailed publisher categorisation Refine bys

48. The importance of building transparency into advertiser-publisher relationships Publisher Directory Detailed publisher categorisation Refine bys AWin Sector Rank

49. The importance of building transparency into advertiser-publisher relationships Publisher Directory Detailed publisher categorisation Refine bys AWin Sector Rank

50. The importance of building transparency into advertiser-publisher relationships Publisher Profiles Profile Overview

51. The importance of building transparency into advertiser-publisher relationships Publisher Profiles Profile Overview Promotional details

52. The importance of building transparency into advertiser-publisher relationships Publisher Profiles Profile Overview Promotional details Site Verification

53. The importance of building transparency into advertiser-publisher relationships Publisher Profiles Profile Overview Promotional details Site Verification AWin Sector Rank

54. Towards affinity partnerships: anticipating the challenges of the future

55. Towards affinity partnerships: anticipating the challenges of the future Publishers are Changing Blurring of boundaries in how publishers promote challenges existing models of categorisation All online activity can be brought back to a CPA Publishers can be used as a branding tool as much as a sales channel

56. Towards affinity partnerships: anticipating the challenges of the future BRAND SALES CPM CPA CPC Display Paid Search Affiliate

57. Towards affinity partnerships: anticipating the challenges of the future Advertisers are Changing It’s not just about volume anymore. It’s about value. Advertisers want to know what they are paying for. They want their programmes to become less reliant on few affiliates “Bring me one new good publisher a week.”

58. Towards affinity partnerships: anticipating the challenges of the future Networks Need to Change Network can be more than just platform providers, tracking sales and handling payments They can be place that publishers and advertisers go when they want to showcase themselves to each other

59. Thank you Owen Hewitson – Client Strategist, Digital Window Owen.Hewitson@digitalwindow.com George Fletcher – Product Manager, Digital Window George.Fletcher@digitalwindow.com