This document summarizes a discussion between Robert Glazer, CEO of Acceleration Partners, and Brian Marcus, VP of Global Marketing at TUNE, about the growth of performance marketing and partnerships. Some key points discussed include: - An increasing percentage of marketing budgets are moving towards performance-based models where companies only pay for measurable results or outputs. - Performance partnerships through affiliate marketing allow for increased marketing reach, flexibility, and reduced risk through a pay-for-performance model with transparency. - Emerging technologies like automation, AI, and programmatic advertising are helping performance partnerships scale while protecting against fraud. - In the future, marketers will focus more on measurable bottom-line results and conversions

1. Fireside Chat: Expanding the
Size of the Performance Pie
With Bob Glazer and Brian Marcus
07/29/2018

2. ROBERT GLAZER
CEO and Founder, Acceleration Partners
rglazer@accelerationpartners.com
@robert_glazer
www.accelerationpartners.com
BRIAN MARCUS
VP of Global Marketing, TUNE
brianm@tune.com
@tune
www.tune.com

3. Acceleration Partners is the leading
global performance partnerships agency
focused on delivering brand-aligned,
affiliate marketing programs for the
world’s top brands.
www.accelerationpartners.com
TUNE delivers innovative measurement
solutions that help marketers and their
partners effectively manage campaigns,
engage the right audiences, optimize ad
performance, and grow their business.
www.tune.com.

4. “There is a growing demand for all marketing to be performance-based, says Laurie Cutts, Head of Partner & Media
Channels at Acceleration Partners. “Companies are no longer tolerating paying for things and being kept in the dark
about what they are getting in return.”
Performance evolution: putting brand budgets to work
62% OF MARKETING BUDGETS MOVING
TOWARDS PERFORMANCE MARKETING

5. Ultimately, the performance partnership model is easier to scale and increase reach quickly, and the pay-for-
performance mechanism inherent to affiliate marketing ensures that, with sufficient oversight and fraud protections,
brands and retailers are able to vastly reduce marketing risk.
Performance evolution: putting brand budgets to work
WHY IS PERFORMANCE MARKETING GROWING FASTER
THAN TRADITIONAL MARKETING?
Increased marketing reach
More flexible
Pay for performance
Transparency of spend & revenue
Reduced marketing risk

6. “We’re seeing our customer composition diversify,” says Cameron Stewart, Chief Operating Officer at TUNE. “Many of
our new HasOffers clients are brands using the product internally to manage external teams of marketers.”
Performance evolution: putting brand budgets to work
WHERE PERFORMANCE MARKETERS WORK
Agencies
Brands
Ad Networks
Marketing Platforms

7. Performance evolution: putting brand budgets to work
“We are increasingly seeing brands using first click, position-based and multi-touch models for commissioning their
affiliates. This is especially true for retailers that work with content partners,”
– Laurie Cutts, Head of Partnerships, Acceleration Partners

8. “Too many companies are paying their marketing partners for inputs when they should be paying for outputs.
Performance Partnerships has become the go-to model for growing a brand.”
– Robert Glazer, Founder & CEO at Acceleration Partners
Performance evolution: putting brand budgets to work
PERFORMANCE 2020: 5 KEY REQUIREMENTS
Fraud protection
Automation & AI
Transparency & Openness
Alignment of Incentives
Owned Platforms

9. Affiliate marketing is growing
up. What’s changing?

10. What does this shift to
performance marketing say
about marketing measurement?

11. You talk about Performance
Partnerships.(R)Can you explain
what those are and provide
examples?

12. How do brands or retailers get
started? How do they build this?
What technology do they need?

13. Marketers are drowning in data.
But you say: the data is there,
and it’s simple to get. Can you
explain what you mean?

14. In 2-5 years. what does
marketing look like at the
enterprise/brand level?

15. How does this change the role of
the marketer?

16. ROBERT GLAZER, CEO, Acceleration Partners
Robert Glazer is the founder and CEO of global performance marketing agency,
Acceleration Partners. He is also the co-founder and Chairman of BrandCycle. In addition
to being a serial entrepreneur, Robert has a passion for helping individuals and
organization build their capacity to outperform. Glazer is the author of the bestselling
book, Performance Partnerships: The Checkered Past, Changing Present and Exciting
Future of Affiliate Marketing and his Friday Forward (www.fridayfwd.com) inspirational
posts reach over 35,000 leaders each week across the world.
BRIAN MARCUS, VP of Global Marketing, TUNE
Brian has been shaping the performance marketing and ecommerce communities — as a
digital marketer, as a platform owner, and as a platform evangelist — since 2002. Brian
launched into eCommerce leading customer acquisition at JC Whitney. From there, he
went on to build two global affiliate marketing platforms, one at Google (GAN) and the
other at eBay (ePN). Most recently, Brian was VP of Marketing at Teespring, a Selling and
eCommerce platform for designers and creators.

17. One technology that you’ve
talked about is programmatic …
especially private programmatic.
Can you explain?

18. Can focusing on bottom-funnel
conversions save marketers from
the data deluge and analysis
paralysis?

19. What does that mean for smaller
marketing firms that could be
partnering with these
enterprises, brands, and
retailers?