Today’s NMA Coverage and the Affiliate Network Blacklist
13 Mar
There are a couple of affiliate articles in today’s NMA that I thought I would share with my blog readers and comment on..
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I won’t go too much into my letter that has been published as I’ve said it all before but if you do have any comment on them then do feel free to post a comment below.
In terms of the black list article – this is a massive, massive step forward for the industry. I’ve kept my comments on it to myself since the last IAB meeting but now it’s out in the open have decided to discuss it in more detail.
Essentially this has been led my Affiliate Window and TradeDoubler and the idea behind it is to ascertain what the white, gray and black areas of affiliate marketing are. Should toolbars, perhaps from cashback sites, that automatically use affiliate links when customer go direct to site be allowed to do this?
Whilst some have been critical of the IAB in the past this is in my mind one of the best things that has come out of these meetings to date and based on the suggestions it’s open to all networks, not just IAB members.
All this shows just how well the market is starting to mature and hopefully the IAB will continue to be a channel to fuel this development.
It’s a shame that you weren’t able to have a full page on it as it would take a fair amount of reasoning to convince the many that sit in their ivory towers to understand the simplicity of the matter.
On the page 2 bit: I think the term “affiliate blacklist” is a bit of unfortunate phrase as it appears to be saying that they’ll be sharing details of individual affiliates rather than the practices they employ.
I just hope there will be checks and balances employed.
Would affiliates have the opportunity to see if they’re on a blacklist and what they are accused of? I believe affiliates should have the ability to inspect and correct the data – has this been considered?
also – could affiliates draw up a list of unethical practices that networks and agencies employ?
I think it’s a good thing to be honest Lee. It’s up to the networks how they use this information, but the idea is to try and agree what kind of practices may be unethical.
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There are a few dodgy affiliates out there and ones which get banned from networks and then go to another network and try again.. Surely it’s a good thing to attempt to define and who these are and stop it from happening.
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I don’t think that it will affect many and is not something that legit affiliates will need to worry about!
Lee,
I think when discussions are a little further down the line, we might be able to secure more detailed PR about this. It’s certainly a topic that seems to interest the trade press.
The use of the word ‘blacklist’ is a little bit of poetic license by the journalist. Initial discussions between us and TD have centred around what practices we deem unacceptable rather than discussing specific affiliates.
The plan now is to widen this discussion using the affiliate council as the vehicle. The first stage is to get networks to agree on a set of principles. Then these must be presented to the rest of the council which is now benefiting from much greater affiliate and merchant support.
The council is not just there to set rules for affiliates and discussions on network and agency behaviour are actively encouraged. In fact, there are 4 threads in the IAB section of the forum inviting the community to highlight various issues, 1 thread for each of the parties involved in the industry. (http://www.affiliates4u.com/forums/iab-affiliate-marketing-council-forum/)
It would be great to get you along to the next meeting.
Adam
Cheers Adam, James.
Definitely a good move – I do think the title “affiliate blacklist” was unfortunate.
I think there is still a lot of education from the affiliate’s point of view. I’m sure the majority of affiliates don’t read the network’s T&C’s let alone the merchant’s. So having the results of this discussion should be promoted as widely as possible to prevent the use of these “tactics”.
Do you envisage it being finalised in time for the Expo?
The article about blacklists is extemely good news that I am sure will be welcomed by all (above board) affiliates. Finally the industry is growing up and making positive moves.
I think it’s a good start and if it brings the worst excesses of spyware, cookie stuffing and other evils out into the open to be eliminated I’m all for it.
My concern is a few years down the road when practices which don’t suit brand advertisers but are perfectly legitimate affiliate tactics start to creep in.
I’m still not convinced that the IAB is a suitable home for best practice in affiliate marketing, but for these first and hopefully unanimously supported steps I’m right with them if it helps educate new merchants and affiliates.
Just spotted this article myself – I do agree that the title may be somewhat unfortunate but think that it needs to be this way in order to highlight some of the unethical practices the few ‘bad’ affiliates employ. I totally agree with Frostie – this can only be a good thing for the industry and is an excellent step forward for encouraging the continued growth affiliates add to a brand.
This is not something I approve of. I have in the past been suspended by Commission Junction with no reason given at the time or since.
The matter was only dealt with when I posted on the forum and subsequently deleted the post.
What if an affiliate is blacklisted by a network for trivial items that are upsetting to a particualar network such as having a controversial blog?
Yet again unfortunate terminology in poor reporting is attributed to affiliates, which anyone just giving a cursory glance will not be inferred correctly. I’ll have to concur with Lee that similar lists should also be discussed for merchants, networks & agencies for this to be fairly reciprocated, whereby one shouldn’t happen without the other.
PS James I very much liked your article, nicely said.