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Your Week in Performance Marketing - February 23

Your Week in Performance Marketing - February 23

Following on from Helen Southgate’s piece on the affiliate longtail, which sparked debate amongst some of our readers, rival network Affiliate Window announced the launch of a new ‘assist’ commission model for longtail publishers.

The group argued that a “one-size-fits-all” solution cannot appropriately reward publishers across the performance ecosystem, and that payments for assists to clicks and sales would help level the playing field.

House of Fraser was also seen to be placing more value on longtail affiliates in the path to purchase. Using insight from Rakuten Attribution, the high-street retailer has made a move to pay affiliate commission on paths taking place across multiple devices.


Last week saw Tradedoubler play host to a crowd of brands, agencies and publishers as part of its annual Retail Connect event. PerformanceIN caught up with the company’s regional director Dan Cohen to gather his views on retail and online innovators, and you can watch the full video interview here.

This week's masterclass saw YuMe's Paul Lyonette explore five ways to master multichannel video. Paul says that with viewers using multiple devices to view online video ads, it’s “imperative” that multichannel video campaigns deliver a unified brand story across multiple channels.

Meanwhile advertising software company TubeMogul became the first buy-side platform to gain access to video platform Dailymotion’s interest-based audience segments, which can be applied over open-exchange inventory or via direct deals with publishers, across desktop, mobile, tablet and connected TV screens.

Industry figures

Zanox announced the departure of Michael von Stern from the executive board this week. Von Stern joined the company both chief financial and chief operating officer in January 2014.

He will now return to take on a new role at European publishing house Axel Springer, and zanox’s majority stakeholder, as initially planned.

PerformanceIN also sat down with Online Media Group’s Mike Parfitt for some introspective on a day working as an account director at the international performance marketing company. The talk discussed OMG’s expansion into South America and Mike’s questionable connection to Status Quo frontman and namesake, Rick Parfitt.

PerformanceIN’s startup feature ‘Ones to Watch’ followed the unlikely journey of Dutch ‘startup directory’ BetaList, learning about digital entrepreneurialism, and its founder Marc Köhlbrugge’s predictions for the next emerging trends in the online realm.

Mark  Jones

Mark Jones

Editorial Executive at PerformanceIN. Mark reports performance marketing news and manages PI's network of guest contributors.

Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism- before making his return to the West Country to join the PI team in Bristol.

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