The performance marketing industry’s struggles at getting advertisers to track sales made through mobile is well documented. One tactic being considered by Affiliate Window was to assert a tax on advertisers that failed to track.
Kevin Edwards, strategy director at Affiliate Window, discussed how life could've been a little rosier for publishers. There was talk inside the network’s walls of adding an extra 5-6% onto advertisers’ fees for failing to track mobile traffic.
“We considered levying a mobile tax, so we know we’re getting 5-6% of our transactions through handsets,” he said. “For advertisers that aren't tracking we actually stick 5-6% extra on top and we go back and retrospectively add that to our publishers.”
The additional fee would then be passed onto publishers for any lost commission as part of the advertiser’s tracking failure. Whilst it may have been good news for affiliates, advertisers may not have found it agreeable.
Edwards made the comments on a panel at the recent two-day Performance Marketing Insights: New York conference, that took place yesterday and today. The main discussion point for the panel was surrounding the question, what is really threatening the future industry development?
We know now that Affiliate Window went down a different road. The network chose instead to redirect traffic for advertisers with no mobile tracking to their desktop alternative, ensuring publishers are successfully remunerated.
Interestingly, Edwards also put an end date on when he hoped they’d be tracking all mobile traffic and in effect, drawing a line in the sand over the whole conundrum for the network.
“We've set ourselves a target of being 100% tracked by the end of the year,” he said.