Comments:
Great chart, Jeff! It’s rare to see such documentation of who makes up an affiliate newtork.
I applaud CJ for releasing this data. But in some respects, the data raises more questions than it answers. Consider the odd split between “downloads” and “loyalty.” For example, Ebates offers a download, the Moe Money Maker, that claims commissions automatically, providing these as rebates to participating users. Is that a download or a loyalty program? Same for Upromise, Igive, ShopAtHome (prior to their expulsion last week), and plenty more. If we put these programs in the “loyalty” category, then what’s left for “downloads”? 180solutions-type cookie-stuffing rogues? But if we put these folks in downloads, then loyalty would have to be non-download loyalty sites, and it’s hard to imagine such sites driving so much of CJ’s revenues.
What to make of this? I think it’s confusing at best. If I were a merchant, I’d probably sum together the “downloads” and “loyalty” category—and I’d mark them both with a big red circle. Do these programs offer merchants a real business benefit? Maybe some do, in some circumstances. But all too often they seem to be about tricking merchants into paying out commission for no good reason. From this perspective, it’s far easier to understand why CJ wanted to downplay the size of this category.
Thanks for the insightful comments, Ben. As usual you’re right on target. I agree… this does raise more questions; however, as I see it the “Loyalty” category seems to have settled down. Right? The industry bigshots agreeing to “back off” of smaller affiliates’ cookies (the afsrc=1 code that is connected to the industry’s Code of Conduct). Add to this the supposed jettisoning of the last truly questionable (at best) “Loyalty” player using dubiously distributed downloads, ShopAtHomeSelect.
Still, you’re right… many advertisers/affiliate managers agree with you in that some have said the whole Loyalty sector is tainted.
Added together “Loyalty” and “Downloads” seems, to me, to be a fairly big chunk of the network.
Mix in advertisers’ concern with search marketing and how affiliates seem to be competing with their own efforts and you find that advertisers are taking a second look at affiliate marketing. This is a big part of our consulting lately.
What the heck is an “Acquisition” publisher?
Thanks for publishing this- interesting distinction (or lack thereof) they are making about downloads and loyalty programs.
WOW! Outstanding stuff Jeff. That chart certainly helps clarify a number of issues for me and I agree with your generall thoughts and those of Ben.
Like Linda, I’m having a hard time with the “Acquasition” definition.
Could this be CPL (Cost per lead) ?
I’ve heard from numerous sources on this… and it won’t surprise either of you to hear the word “email.” If this is not the case I’d enjoy learning what it *does* mean (CJ’s Veeps are, I can confirm, reading this thread).