Since the inception of the performance marketing industry, the primary form of affiliate attribution has been Last-Click. This means that the last publisher in the clickstream receives 100% of the commission. Although this an easy and simplistic model that has helped build the industry for...
In 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.
