Recently funded, and often mistaken as a simple cash back-focused affiliate marketer, Jellyfish.com is betting on a future where advertisers shun cost-per-click (CPC) for cost-per-action (CPA) arrangements with shopping comparison sites.  The company is not alone yet is unique in its value proposition to advertisers… one using a combination of its own innovation and red-hot models borrowed from companies like Woot.com, Google (auctioning ads) and eBates.

CEO Brian Wiegand seems well-versed in the economics of online advertising.  Specifically, Wiegand and his team are keen on exploiting the weaknesses of shopping comparison businesses like Shopping.com, Shopzilla, Nextag and others. 

Yet I asked Wiegand if advertisers are ready to enter a world that involves more sophisticated means to work with CPA publishers/affiliates like Jellyfish.com.  His answer was remarkably insightful and synergistic with other trends I’m seeing in the marketplace—trends which suggest dis-intermediation of traditional affiliate networks via companies like Mercent and, in fact, Jellyfish.com as they move toward maintaining direct relationships with advertisers.

Program Length: 24 minutes

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