The question on a lot of people’s lips is how this may affect the affiliate industry in the long term. Up until now cashback users have always been of a certain demographic profile and while it may have had a small affect on affiliate’s commissions the cashback industry has not contributed towards the doom and gloom that some predicted.

But will the new product change the industry? If there are more high profile sites offering a cashback service (inc. media owners) then will it generate a new age of users that may have originally clicked though a PPC ad or an organic listing?

In answer to your question Stephen (about why they wouldn’t just go straight to the parent) I think it’s all about the users. If you ask the average person on the street what a cashback site is most will have no idea - the white label propsition could change this.

Virgin airmiles, anyone?

Agree that there is still an untapped market out there for cashback customers, and despite a lot of these springing up, there are always new people coming in to each market.

I’m not sure what a white label site is going to achieve for it’s owners though. Without some differentiation in the offers or proposition of the site, why wouldn’t you just go straight to the well established parent?

I can see how it will help Greasy Palm though, a bigger base going through their affiliate programmes means they can take on the likes of Nectar for better deals.