Affiliate Marketing — The committee is a platform for all market participants.
About the Focus group
The Affiliate Marketing Focus Group is the information and exchange platform for all market participants. Performance marketing agencies, technology providers, public networks, advertisers and publishers work together here.
Mission
The basic idea of the members of this committee is based on fairness and the goal of strengthening and further developing the industry through the cooperation of advertisers, publishers and networks.
Scope
Affiliate marketing has always been characterized by innovation, diversity and flexibility and is ideally equipped for the future as an attractive and profitable online sales channel. Top priority for the industry is given to data protection regulations such as GDPR (DSGVO), TTDSG (Telecommunications-Telemedia Data Protection Act) and the ePrivacy Regulation, as well as browser restrictions such as ITP, ETP and Google’s sandbox.
WHAT WE DO
Exchange: Relevant and current topics are discussed here.
Educational and public relations work: Strengthening the understanding and perception of affiliate marketing. To this end, we appear at “non-affiliate” events and position ourselves in the relevant specialist media. This will bring the joint voice of the focus group even more to the fore.
Standardization: Setting standards within the affiliate marketing channel with the help of voluntary commitments, certifications, training and educational opportunities.
Labs
Due to technical and legal changes, the business model in affiliate marketing is at risk. Since there are often changes in relation to browsers and consent managers, the basis of an affiliate partner program often has to be changed both organizationally and technically: performance measurement (aka tracking). The lab is active in this area and provides, among other things, whitepapers and instructions.
Since changes in performance measurement for each software (network, agency, advertiser, publisher, etc.) generate dedicated effort due to a lack of standards, the lab should represent a working group that clarifies and informs as well as develops standards.
By providing more information within the industry and better training for employees at agencies, networks, advertisers, publishers and tech providers, revenue losses can be minimized and the affiliate industry strengthened.
Lab Manager
- Markus Wigbels
easy Marketing
Deputy Lab Manager
- Thomas Becker
Awin - Armin Auber
lead-alliance
The working group was set up to address the challenges associated with the threat of blocking URL parameters by browsers and to develop innovative solutions. Similar to the elimination of third-party cookies, blocking important information in the URL threatens a significant loss in digital marketing. In performance measurement, such as in affiliate marketing, URL parameters are currently an absolutely necessary procedure without which immense losses would be recorded. The working group is to develop alternative methods.
Group leader:
- Markus Wigbels
easy Marketing
Current topics being discussed in the group:
- Joint development of a new tracking standard in the face of the impending loss of link decoration
- Coordination of market data surveys
- Regular exchange of information on cases of fraud
- New edition of the networks’ code of conduct
- Shortage of skilled workers and training measures
Group leader:
- Andreas Sasnovskis
Webgains - Ingo Kamps
Axel Springer Teaser Ad
The goals of this group are of great importance for the future of our industry and for improving the image of affiliate marketing:
- strengthening trust in our reach
- eliminating misunderstandings and myths
- Tackling the skills shortage
- Higher prioritization of the topic among advertisers
Together, we want to develop ways and strategies to sustainably improve the reputation of affiliate marketing and to highlight the many possibilities and potential of this form of marketing.
Group leader:
- André Koegler
Strategic Partnership Development DACH, Impact Germany
