Another important trend is the rise of Automated Trading and Real Time Bidding . Real Time Bidding enables an advertiser to determine in real time on which individual impression a banner is shown and what amount is bid for it. This is made possible by creating a link between data collections, publishers and trading platforms (exchanges) with advertisers. More and more advertisers, agencies and publishers are getting started with automated trading. Real time bidding may possibly take away relative market share from affiliate marketing, Deloitte predicts this based on the Online Ad Spend Study.
At the same time, real-time bidding also offers opportunities for affiliate marketing. For affiliate networks, there are opportunities in the field of integration of real-time bidding and affiliate marketing. During their presentation, Adlantic explains the opportunities of RTB for affiliates and shows with a calculation example what affiliates can earn from RTB. The high-impact banner formats, such as the homepage take-overs, are particularly interesting for affiliates. These formats can be integrated in addition to the standard banner formats, so that this can generate additional income for affiliates.
Conversion Attribution
Conversion attribution remains a topic of discussion. More and more advertisers are delving into the customer journey of their visitors and will switch to other reward models. Times are portugal phone data changing and the familiar model of “last cookie counts” will become less important in affiliate marketing, according to one of the predictions of Jesse Le Grand and Simon Hofmeister.
Key to this development is close cooperation between networks, advertisers and media agencies. Sharing data among each other can provide new insights and also help develop better reward models. Conversion attribution may also be implemented as a technology within the networks' systems in the future.
Watch the full presentation by Simon Hofmeister and Jesse le Grand with their 10 predictions for performance marketing in 2013 (PDF).
Finally
In short, there are plenty of opportunities for networks, affiliates and advertisers to optimize their affiliate campaign. There is a lot of potential to realize growth, especially in the area of mobile and real-time bidding. The traditional reward model is increasingly under pressure and is being overhauled. The impact and consequences of this for the income of affiliates and networks will have to become clear. The Affiliate Day 2013 was once again a successful day. See you next year!
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