The PMA’s mission is to advance and protect responsible performance marketing. Stay on top of industry happenings here on the PMA blog.

The Benefits of Performance Marketing for Bloggers

The Performance Marketing Association (“PMA”) Publisher Recruitment Council is pleased to release “The Benefits of Performance Marketing for Bloggers” outlining the key benefits of integrating performance marketing into a blog monetization strategy.

Affiliate Marketing and Blogging Are A Natural Fit

While many bloggers are aware that performance marketing (a.k.a. affiliate marketing) can provide a continual revenue stream opportunity, they many not be aware of the other advantages and that it offers.

Download “The Benefits of Performance Marketing for Bloggers” to learn more about performance marketing and how bloggers and their readership can benefit from all that it has to offer.

The PMA Has Bloggers’ Best Interests At Heart PMA is excited to partner with bloggers that want to generate revenue through affiliate marketing and is here to offer guidance and support.

To that end, we are delighted to offer “Make Money With Your WordPress Blog”, a new book by Missy Ward, Co-Founder & President of Affiliate Summit and PMA Board Member, free on Kindle during July 14-18, 2014.

If you want to learn how to monetize your blog with affiliate marketing embedded product/service reviews, this book will teach you how to:

  • Take back the reigns of product placements on your blog and earn the money your work merits in the process.
  • Find the best products and services to review
  • Find and implement related affiliate marketing links and creatives
  • Create the perfect monetized review post and make people want to share it
  • Stay legal during the process

Need More Help Getting Started?

Join the PMA for access to industry guidance, thought leadership and educational support. For more information or to talk to the Publisher Recruitment Council, please feel free to send us an email.

Download (PDF, 11.18MB)

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Defining Success: What Performance Marketing Metrics Matter?

Defining Success

Copyright: iqoncept

New metrics and methods for measuring the success of a marketing campaigns performance are being tried and tested.

While a standard has never been established, besides conversions, CPM and CTR are considered “leading indicators” gauging the success of a performance marketing campaign. CPM and CTR often form the basis for initial optimizations on distribution as well as creative. However, this can be problematic since these metrics do not really capture the whole story in terms of the value that any aspect of given campaign can provide.

CPM and CTR can still provide valuable insight. But you just need to view them as a part of a bigger picture.

The concept of attribution modeling can shed some more light on this. Attribution modeling means that you must identify a set of advertising impressions that lead to a conversion. It’s an important facet of a campaign because it helps you figure out what led someone to engage in a behavior, which can lead to a conversion.
[Read more...]

PMA Compliance Council Guide to the Canada Anti-Spam Law

PMA Compliance Council Guide to the Canada Anti Spam Law

To access “PMA Compliance Council Guide to the Canada Anti-Spam Law” and subscribe to our newsletter, please complete the information below.

The Performance Marketing Association (“PMA”) Compliance Council is excited to release a new Guide to the Canada Anti-Spam Law, outlining key recommendations to marketers who wish to send commercial emails to consumers in Canada.

Sending commercial emails to consumers in Canada is about to get more complicated. The Canada Anti-Spam Law (“CASL”) goes into effect today, July 1, 2014.

The new legislation has more stringent requirements on the use of commercial email than the U.S. does. Any business that relies on commercial email to reach consumers in Canada is well advised to become intimately familiar with the requirements, prohibitions, and consequences of non-compliance.

So what exactly should you be doing in order to make sure that your email policies and practices comply with the Canada Anti-Spam Law? Download “PMA Compliance Council Guide to the Canada Anti-Spam Law” at no charge by completing the form to the right. [Read more...]

PMA Publishes New White Paper on Email Marketing Compliance and Best Practices

The Performance Marketing Association (“PMA”) Compliance Council is excited to release a new white paper outlining key recommendations for advertisers, agencies, networks, publishers and solution providers with regard to email marketing compliance and best practices.

Background and Purpose

pma - Email Marketing: Compliance Requirements and Best Practices

To access “PMA Compliance Council Guide to Email Marketing: Compliance Requirements and Best Practices” and subscribe to our newsletter, please complete the information below.

The CAN-SPAM Act doesn’t apply solely to bulk email; it covers all commercial messages, which the law defines as “any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service,” including email that promotes content on commercial websites.

The law makes no exception for business-to-business email. All email, including, for example, a message to former customers announcing a new product line, must comply with the law. Each separate email in violation of the CAN-SPAM Act is subject to penalties of up to $16,000.

Best practices are an additional layer of standards that are consistent with the consumer protection goals and desire to enhance relationships, and often flow from court decisions or regulatory action where the statements or decisions don’t clearly meet the definition of legal requirement. Examples of best practices include not using an image-based opt-out and using a publicly registered from domain.

The purpose of “PMA Compliance Council Guide to Email Marketing: Compliance Requirements and Best Practices” is to inform performance marketers of key compliance requirements and best practices with regard to email marketing. By advocating for best practices, we seek to elevate industry practices, the consumer experience, and advertiser investment in the email channel. We believe that, within the channel, best practices help not only to enhance relationships and mitigate risk, but also help to improve delivery and return on investment. [Read more...]

Gender Bias in Search Marketing

I recently ran across a great article about gender bias in the search marketing space. It states that women in the search marketing industry are undervalued by 21 percent in terms of what they are paid relative to their male counterparts. Gender Bias in Search According to the article this is true even when women have the same level of education and experience.

The article examines a variety of issues related to this significant pay gap and gender bias problems including how women are impacted in terms of:

  • Getting a job interview
  • Being hired for the job
  • Getting the raise and/or promotion
  • Getting accepted or being invited to speak at a search marketing conference

The article also examines how the search marketing space can do better at hiring.

“Look at your internet marketing staff – is it 50/50 men/women or way out of balance, more like 80/20? If it’s the latter, you should probably do something about that. Elisa Gabbert says. “If you’re in a hiring role, examine the hiring process – do you tend to screen out more women? Could you be judging their resumes more harshly? Could your job descriptions even reveal a bias, which might dissuade women from applying?”

The article goes on to state that this isn’t “affirmative action” – you don’t need to hire women who are worse at the job than men. What we need to do is question whether we’re overvaluing men that aren’t truly more qualified.” [Read more...]

Why Affiliates MUST Embrace Mobile

It should come as no surprise that mobile technology is changing the way we interact with the world around us. It also shouldn’t shock anyone that it’s changing the way companies operate and those who don’t embrace this change will fall behind their competitors who are, losing valuable users and money.


Copyright: cteconsulting

No one likes losing, and no affiliate wants to even think about losing potential money or users. This is exactly why affiliates need to embrace mobile. Affiliates who make the wise choice of embracing mobile usage and solutions see an increase in their number of users and are able to better monetize their mobile traffic.

Numbers tend to really help make a point so let’s take a look at some numbers showing why affiliates need to go the mobile way:

Want to know something else proving mobile’s dominance? Mobile apps accounted for 47% of the above 55% of Internet traffic, while only 45% used PCs to access the Internet in January of this year. This means not only do affiliates need to have the mobile mindset, they also need to find a way to incorporate mobiles apps into their strategy. [Read more...]

Why Affiliates Shouldn’t Be Afraid of Attribution, But Should Lead It

affiliate marketingIn my last blog post I discussed several reasons why multi-touch attribution models, and the different commission philosophies that will spring from that, should raise the hackles of affiliates. If you haven’t read it yet, check it out here.

If you have no idea what I’m talking about, check out this PMA post from Lisa Picarille on Attribution.

So why should affiliates embrace multi-touch attribution? There are many reasons why, but allow me to address the ones that I think are most important.


A little harsh, I know, but it’s true. This is happening whether affiliates and our industry embraces it or not. So you can be part of the conversation or deal with the consequences of your business and our industry not being a part of the discussion. Learn about this concept, ask your advertisers about it, and become their go-to-guy for this type of information. You’ll be better positioned to offer assistance and ensure accurate commissions for you in the future. [Read more...]

Why Affiliates Should Worry About Multi-Touch Attribution Models

Each year brings new opportunities and threats to the affiliate space. In the last 12 months, we’ve seen a real push by retailers for multi-touch attribution models that will afford them more insight into the omni-channel journey of their customers and will allow them to more efficiently allocate resources (read budget) amongst all their channels. The affiliate marketing channel included.


Last month, our VP of Global Performance Marketing was attending the Linkshare event in the UK when this concept was brought up. To say the affiliates in attendance were upset may be an understatement. Their reactions were a catalyst for a detailed discussion internally about how the affiliates feel and what they should do about, and for this blog post.

Should affiliates be “up in arms” and scared about the coming mulit-touch attribution models? Concern is definitely warranted and in this blog post I’ll outline some reasons why affiliates should be on high alert. In the second post of this series, I’ll outline why affiliates shouldn’t riot in the streets and how/why they can be much more involved in these initiatives. So affiliates, I’m going to scare ya, then talk you off the ledge with some great ideas. So bare with me through both of these articles. [Read more...]