MediaTrust’s CEO, Peter Bordes keynote “Conversations on Affiliate Performance Marketing.” Webmaster Radio streamed it live and you can listen to it HERE. The keynote was a a ’state of the industry’ conversation between MediaTrust, CEO, Peter Bordes, eBay’s Steve Hartman, Steve Schaffer, CEO of Vertive, and Wes Mahler of Prosper202.

3. • Online media is more cost-effective, more measurable, more agile
• Consumers spend 20% of media consumption time online
• Marketer budgets to increase above ~7% of overall media spend
Online Ad Industry is Exploding
7.6%
$21.2
8.7% 9.9% 11.2% 12.3% 13.8% 15.2%
$23.4 $24.5 $26.8 $29.7 $33.7 $37.2
Source: eMarketer April 2009

4. Affiliate Marketing Spending
Increasing
• Economy is accelerating brands, agencies and advertisers to demand for pay-for-
results solutions
• Affiliate Performance Marketing is growing with shift from CPM to CPC to pay-for-
results model
Source: Jupiter Research 2008
$1.3
$1.6
$1.8
$2.1
$2.3
$2.6
$2.9
$3.3

5. US Affiliate Marketer Snapshot
• Image: 10% of one network’s (LinkShare) affiliate universe!
• Huge growth in the number of Affiliate Marketers in all channels
• Today this channel is misunderstood & mistrusted
Text

6. In order to realize the true potential of
performance marketing, we need to
understand our past…
• Fragmented
• Siloed
• “Black Box”
And embrace the future by committing to:
• Innovate
• Collaborate
• Educate
• Provide more transparency
The Door of Opportunity is Open for
Performance Marketing

7. What can we learn from the past?
• Historically, performance marketing has been ‘blackbox’, fragmented,
and siloed
• Marketers forced to buy from these silos and back in to their effective
costs across their spend
• Marketer: “There’s no composite picture of the way I want to buy.”
Display Ads
Video Ads
Social Media
Ads
Search
email
Cost-Per-Click
Cost-Per-Lead
Affiliate Marketing
Cost-Per-Sale
Cost-Per-Thousand
Contextual Ads
Text Ads

8. Composite view of Performance
Marketing Ecosystem
Traffic
Creation Lead
Generation Sales
Click Lead Form Transaction
Marketer Activity
Metric
Cost Per Click,
(CPC)
Cost Per Lead
(CPL)
Cost Per Sale or
Cost Per Action
(CPS, CPA)
Brand
Awareness
Impression
Cost / Thousand
(CPM)
• Connect and drive all media formats and pricing models to
performance results
• Create quality lifetime value between brands and consumers
Banner Ads
Video Ads
Text Ads
email
Search Ads
Contextual Ads
Social Media
Call Center

9. Who We Are
• Peter Bordes, CEO, MediaTrust
• Steve Hartman, Senior Director - Publisher
Development, eBay
• Rebecca Madigan, Founder Performance
Marketing Alliance
• Wes Mahler, Prosper202
• Steve Schaffer, CEO, Vertive & Offers.com