Publishers Views on Affiliate Tracking Effectiveness

BusinessAffiliate Programs

  • Author Chris Tradgett
  • Published June 25, 2022
  • Word count 366

At a recent Affiliate Huddle in Brighton, UK, we had a very busy time at the event and we got a chance to meet up with a number of friends and new faces. It gave Steve and the team the chance to gauge the wider understanding of tracking issues that Moonpull is designed to solve.

Here’s some out-takes from the conversations:

The OPMs viewpoint

There were several of the leading OPM agencies represented at the Huddle. We got to speak to Lee-Ann Johnstone of Affiliate Insider who is active in both the ecommerce and gambling sectors. These offer quite different challenges, particularly in terms of compliance required.

She’s convinced that all will have “a really rough ride ahead of us as we try to figure out cookie deprecation and how networks and publishers deal with that. It’s very important that we understand that data as well”.

The Publishers Viewpoint

To give the publishers view, Ray Wright of uFurnish agreed that tracking can be a major issue. User experience and quality of content is crucial for any publisher. In monetising a website, effective affiliate tracking is also important. He shared that “there’s a variability in terms of what tracking looks like, particularly across networks and across different advertisers”.

Gavin Male of SLICE Digital commented on how accurate tracking helps all involved in the partnership; “Better earning programs get more traction with publishers, less time wasted on missed transactions for the likes of loyalty and cashback publishers and a better experience for everyone.”

In the ‘Innovation Spot‘ at the Huddle event, Steven Brown highlighted the issues that have come to light during over a year’s analysis of multiple advertisers and affiliate networks. This has shown the kinds of issues are happening in the ‘handover’ from publisher through to advertiser websites, in incorrect program set up as well as the effect of cookie management platforms.

You can read more and watch the video interviews in the full article at moonpullpartners.com/publishers-viewpoint

Join the Tracking Conversation

Moonpull is very keen to involve all in the affiliate industry in mature and informed conversations about affiliate tracking at moonpullpartners.com/the-tracking-conversation or on Linkedin.

Chris Tradgett

Chris Tradgett has been involved in affiliates for 20+ years, as one of the original buy.at team, client side; founder of https://publisherdiscovery.com and advisor to Moonpull - hear more at affiliatesummit and find him in a number of leading industry podcasts.

Read the original article at https://moonpullpartners.com/publishers-viewpoint/

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