By Matt Swan, Head of Business Intelligence
Affiliate marketing has traditionally been premised on a ‘last click wins’ business model. With this being the mechanism for payment, it is no surprise to see affiliate business models geared to generating the final click in the path to conversion. As a result we have seen the rise of incentivised traffic as well as retargeting and basket abandonment solutions. While these sites have been extremely effective at generating conversions, advertisers have been keen to see content sites play their part in driving early funnel traffic.
Some advertisers have looked at attribution solutions to reward affiliates for their influence while others have paid certain affiliates on a CPC model or a tenancy placement. The launch of our payment on assist model has allowed advertisers to work more closely with affiliates that have been identified as adding value in the earlier stages of the path to conversion.