I heard today that one of the big network media agencies is in the process of appointing a single 'approved' affiliate network.
Sounds like a sensible process? Well, to a point.
It makes sense if your ethos is to treat digital media like a commodity buy. The underlying thinking feels like "Hey, all affiliate networks are pretty much the same, let's choose the best one and roll it out to our clients."
But affiliate networks in fact have very different characteristics. Buy.at for example, have a strong network of schools and local clubs which might make them a good choice for a charity. OMG have historically been strong in the finance sector. Tradedoubler's European network would make it a natural choice for a pan-European campaign.
Choosing a single preferred supplier takes away from the planners the ability to make sensible decisions on behalf of their clients. On the other hand, it could be a decent way to maximise short-term revenue, especially if clients don't think it through!
Leave a comment