The document discusses the past, present and future of affiliate marketing. It notes that while the industry initially focused on ROI and CPA, this limited innovation and new publishers entering. The document then charts several key events and changes in the affiliate industry from the late 1990s to present. It analyzes how different commission structures and rules could impact the breakdown of publisher types. Several affiliate partners give opinions on challenges they face around attribution, returns, and declined transactions. Finally, the document models how adjusting various rules and structures may shift the program makeup between content, incentive and other publisher types.

2. Where is Affiliate
Marketing Heading?
Nick Caulfield,Client ServicesDirector
Edwyn McFarlane,BusinessInnovation Director

3. We have all tried really hard to grow the
industry and show why it is so great by
focusing on ROI and CPA. But this has
meant innovation has waned, and there
aren’t enough new publishers entering the
industry
James Little, Topcashback

4. Cause Effect
Google Legislation Industry
Economy Technology Consumerism Problem
AdWords Launch
AdWords TM
Site Links (2009)
(2008)
(2006)
Panda (2011)
Google Shopping (2012)
Penguin (2012)
(2015)Mobilegeddon
Voucher Code of Conduct
SoftwareCode of Conduct
EU Cookie Directive (2011)
(2010)
(2009)
Publisher Charter (2013)
EU GDPR (2018)
AmazonAssociates
100% Cashback
Econversions& VCUK (2008)
(2005)
(1996)
1st Awin De-Duplication (2008)
1st Awin AttributionModel (2010)
FinancialCrisis (2008)
Comet (2012)
Phones4U (2014)
BHS (2016)
EU Referendum (2016)
Napster (1999)
iPod (2001)
OnlineGaming Consoles (2006)
iPhone (2007)
iPad (2010)
Smart TV (2010)
Adblocking (2012)
1-Click (1997)
PayPalIPO (2002)
3G Bandwidth (2007)
App Store (2008)
FacebookPlatform (2010)
Mobile overtakesDesktop (2013)
£1bn Spend on BlackFriday (2015)

6. 12,500

14. Change in
publisher type over time
0%
20%
40%
60%
80%
100%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Cashback & Loyalty Comparison Engine Discount Code PPC Content Other

15. 17.1%
69.5%
13.4%
Retail & Shopping
Content Incentive Other
Outcome

17. INFLUENCE PURCHASE
Research
Recommend
Influence
Reviews
commission
structure
DiscountContent
Validation
Discovery Decision
Interest
Communities
The
Little
Plum

18. PAST 2017 FUTURE

20. PAST 2017 FUTURE
2017

22. Advertisers
Content
sites
Incentive
sites
Catering for all
partners

23. 17.1%
28.9%
61.1%
32.7%
69.5%
59.1%
28.7%
52.1%
13.4% 12.0% 10.2% 15.2%
0%
20%
40%
60%
80%
100%
Retail & Shopping Travel Telco's & Services Finance & Insurance
Content Incentive Other
Programme
makeup

24. PAST 2017 FUTURE
2017
2017
2017

25. Longtail Engagement &
Activation Projects
Joined
Click Active
Sales
Active
17.2%
69.5%
13.3%
AFTER
Content Incentive Other
17.1%
69.5%
13.4%
BEFORE
Content Incentive Other

29. 1/3rd
OF OUR SALES INVOLVE MULTIPLE
PARTIES. OUR BIGGEST ISSUE IS
WITH CUSTOMERS WHO USE OUR
SITE TO COMPARE THE BEST DEALS
AND THEN REDEEM ELSEWHERE.

30. Soft Click for Code Sites
17.8%
68.8%
13.4%
AFTER
Content Incentive Other
17.1%
69.5%
13.4%
BEFORE
Content Incentive Other

31. WE DO A LOT OF
BRANDING CAMPAIGNS
AND THAT REPRESENTS
AROUND 25% OF OUR
BUSINESS.

32. Influence Payments for Content
19.8%
67.1%
13.1%
AFTER
Content Incentive Other
17.8%
68.8%
13.4%
BEFORE
Content Incentive Other

33. YOU DON’T GET TO ASK
FOR MONEY BACK FROM
GOOGLE WHEN ORDERS
ARE RETURNED, SHOULD
AFFILIATES REALLY BE
ANY DIFFERENT?

34. No Returns for Content Publishers
22.3%
65.0%
12.7%
AFTER
Content Incentive Other
19.8%
67.1%
13.1%
BEFORE
Content Incentive Other

35. WE DON’T JUST WORK ON
A CPA. ALL PUBLISHERS
INFLUENCE ALL
CHANNELS. WE DRIVE
BRAND AWARENESS AS
WELL AS A FINAL SALE

36. 48hr Post View for Content
23.8%
63.8%
12.4%
AFTER
Content Incentive Other
22.3%
65.0%
12.7%
BEFORE
Content Incentive Other

37. IT’S SO FRUSTRATING TO
SEE DECLINED
TRANSACTIONS FOR
CODES WE’RE NOT EVEN
PROMOTING.

38. Universal Code Control
26.2%
61.8%
12.0%
AFTER
Content Incentive Other
23.8%
63.8%
12.4%
BEFORE
Content Incentive Other

39. IT’S EXHAUSTING TO SEE
DECLINES FOR MY OWN
SHOPPING PURCHASES!
COMMISSION RATES ARE
DROPPING AND DECLINES
ARE INCREASING.

40. Different Dedupe Rules for Content
34.6%
54.6%
10.8%
AFTER
Content Incentive Other
26.2%
61.8%
12.0%
BEFORE
Content Incentive Other

41. PAST 2017 FUTURE
2017
Post view
Change dedupe rules
Pay for influence
Universal code control
Pay for returns
Soft Click voucher sites

42. 17.1%
17.8%
19.8%
22.4%
23.7%
26.2%
34.7%
34.8%
69.5%
68.8%
67.1%
65.0%
63.8%
61.8%
54.6%
54.5%
13.4%
13.4%
13.1%
12.7%
12.4%
12.0%
10.6%
10.7%
Content Incentive Other
The impact of
our alternate reality
Cross Device Contribution:
Starting Point:
Soft Click for Code Sites:
Influence Payments for Content:
No Returns for Content:
48hr Post View for Content:
Universal Code Control:
Different Dedupe Rules for Content:

43. Step taken: Spend
Soft Click for Code Sites: 0%
Influence Payments for Content: 2.5%
No Returns for Content: 3.4%
48hr Post View for Content: 2.0%
Universal Code Control: 0%
Different Dedupe Rules for Content: 14.6%
Cross Device Contribution: 2.6%

45. THANKYOU