Growth in mobile technologies; search innovations; attribution models; integration of multi-channel campaigns; increased regulation; and more sophisticated data aggregation – so many of the important topics being discussed within the industry today boil down to one key overall trend: Increased complexity. As performance marketing continues to develop and mature, the current stage of increased complexity and professionalisation seems to be characterised by new partnership models. Opportunities now often come in the form of publisher collaborations, white labels utilising publisher brand power, joint interest propositions or second tier affiliations.
While we will always ask ourselves whether we are getting the basics right, the growth in these forms of partnerships within the industry pose new questions for everyone involved. With the massive issue of the EU privacy directive still hanging over us, anything that decreases transparency could potentially raise accountability concerns, so what are the advantages of increasingly complex publisher partnerships for advertisers? If your brand is appearing on an affiliate site that is a brand in its own right, whose offer section is powered by another affiliate, whose data is powered by another affiliate, does this represent better efficiency through specialisation, or something we should be wary of.
Savvy shopping site Savoo, teamed up with trusted parenting portal Mumsnet last year to provide their users with targeted weekly deals and offers. We asked Savoo’s General Manager, Simon Bird what he felt were the factors driving the overall trend of established brands teaming up with publishers like themselves to create new monetisation streams.