Affiliate Window has enhanced its Traffic Light System with new amber exposure levels to help publishers facing issues with payments from advertisers. According to the network, the main cause of payment difficulties is from advertisers going into administration without any prior warning.
The affiliate network has brought about this change after seeking a more sustainable solution. Previously it shouldered the financial impact by supporting affected publishers and agreeing compensation packages to minimise their loss.
Amber status in Affiliate Window’s Traffic Light System has been expanded with four levels of exposure. The first is for the low risk advertiser that pays Affiliate Window via Direct Debit, but has exceeded its credit insurance limits.
The medium risk advertiser
Medium risk advertisers are covered by the following two amber levels. The first is for those that have exceeded their credit insurance limit. The second is for medium risk advertisers still inside their credit limit, but with overdue invoices.
Finally, exposure level 4 takes into account high risk advertisers that have exceeded their credit insurance limit and have overdue invoices. It’s only one step below red, which is Affiliate Window’s way of recommending publishers steer clear of advertisers with this status.
Adam Ross, Affiliate Window’s COO is well aware of the importance of this network feature in the current financial climate. “In trying economic times, we recognise the publishers' need for even greater transparency on their payments and what risk level is attached to promoting each advertiser,” he said.
Of course as Ross mentioned, transparency is the aim of the exposure level update to Affiliate Window’s Traffic Light System. Helping publishers manage any potential risk to their business and ensuring that they continue to run promotional activity over the short and long term is key.