INside Performance Marketing
AffiliateTraction CEO Cites Reason for EBay Marketing Solutions Merger

AffiliateTraction CEO Cites Reason for EBay Marketing Solutions Merger

Four weeks following its acquisition by eBay Enterprise Marketing Solutions, AffiliateTraction founder and former CEO Greg Shepard has described the merger as “the easiest and most difficult decision” of his career.

Shepard has since retained a role within the operation of the agency under new ownership, as chief strategy officer of eBay Enterprise Marketing Solutions.

AffiliateTraction claims it had “entertained” alternative offers preceding its takeover in January, but an existing relationship with the acquiring firm’s CEO, Michael Jones, supplied a springboard to the merger.

“Having background as an agency, they were aware of our needs, but having shifted to a network, they didn’t view us as a direct competitor,” Shepard told PerformanceIN.

“Additionally, EEMS was well poised and eager to expand internationally and had worked closely with us to integrate technologies. Not only did we share a cooperative spirit, but we were headed on the same trajectory.”

A timely move

When Shepard handed over the reins in January, his parting words included claims that he had worked with “virtually every network in the world” as part of AffiliateTraction.

This allowed the agency to enjoy access to various networks’ technologies and unique affiliates, and its clients the exposure of a multi-network approach.

Over the years, however, Shepard comments that technologies and affiliates became ‘homogenised’ across platforms.

“The advantages of the multi-network strategy began to look less attractive when considering the efficiencies and improvements in scalability afforded by working in a single network.

“These efficiencies could, in-turn, enable a more high touch approach to address clients’ needs, which had become more nuanced as the affiliate channel evolved,“ said Shepard.  

The decision to merge derived from a combination of these factors, and puts the AffiliateTraction product, though under a different banner, on strong footing empowered by eBay Enterprise Marketing Solutions’ full stack of resources.  

In turn, the latter will gain valuable tools and further agility in adapting to the evolving needs of major brands, says Shepard.

“We have a long list of technology in the pipe to benefit both merchants and publishers that is poised to reignite the spirit of innovation in the affiliate channel.”

Continue the conversation

Got a question or comment – tweet Mark @markjonesltd or comment on Twitter, Facebook or LinkedIN.

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.

Read more from Mark

You may be interested in…

The US Affiliate Marketing Supplement

The US Affiliate Marketing Supplement

Valued at $4 billion in 2014, up from $3.7 billion in 2013, affiliate marketing is making some serious progress in the US. But even more change is on the way… Join PerformanceIN and Affiliate Window in the ‘The US Affiliate Marketing Supplement’, available for free to all account holders.

Related Articles

Join over 10,000 performance marketers for the ultimate weekly update on industry news