Performics (a unit of Doubleclick) announced its OrangeLinks program and, in doing so, schools Valueclick on how to implement and communicate a solution that allows it to make a strategic shift away from manual processes.  Additionally, advertisers are finally able to access e-mail contact information on their affiliates/publishers (should they need them, Performics remains service-centric).

Using OrangeLinks, says the company, it now delivers “pre-generated, live links directly to you (the affiliate) via email or FTP.  We anticipate that this feature will save you time, improve your productivity and make your life just a little bit easier.”

Indeed, affiliates can choose to:
* Receive feeds from a specific set of advertisers
* Receive the most recent links for specific creative sizes
* Receive most recent links for specific promotion types
* Temporarily pause delivery of the links
* Have the latest advertiser links sent via email or FTP every morning

Considering the overall industry climate (eager to find a way to increase scale and take the work out of affiliate programs) and Performics’ recent shift to reporting Earnings Per Click, calling marketers “advertisers” and affiliates “publishers”... well, let’s just say that this should sound VERY familiar to you, the informed reader.

I’ll be less coy: This is the Link Management Initiative all over again but done correctly.  It provides affiliates with a candy-coated and legitimately useful solution allowing them to operate business-as-usual.  Similarly it keeps advertisers calm.  No need to issue propaganda-laden podcasts that only fuel the burning fire of confusion; no need to issue “we’re sorry, we’ll delay this” missives to customers. 

Candidly, I’m shocked that Commission Junction stubbed its toe on this.  If anyone doesn’t have a love affair with affiliates, it’s Performics.  CJ was always the darling among affiliates—errr… publishers.

We’ve been waiting to see what the owners will do with Performics and I suggest we’ll find out soon.  I’ve got all my money riding on Performics being merged with something that scales.  All the indicators are there the rest is just a waiting game.