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IAB AMC Chairman Minutes - April 2010

IAB AMC Chairman Minutes - April 2010


The end of April saw the latest gathering of the IAB’s Affiliate Marketing Council in central London.

High on the agenda was the new meeting structure, with feedback from both the Regulation and Marketing committees that significant progress had been made in its new format. First up the regulation committee confirmed networks would roll out the code of conduct on downloadable software that was initiated last year.

The code applies to any affiliates who currently have any form of downloadable software running that they monetise through affiliate links (attached). This includes rebate catchers and reminders as well as toolbars. Currently the number of identified affiliates is small but there is a general consensus that having this code in place will avoid confusion and uncertainty in the future. If you’re one of the few that do make sure you’re added to the white-list currently held by the Council.

Affiliates who do operate such technology will have sixty days to make the necessary changes. Look out for the guidelines that we’ll be hosting on the new AMC website, hopefully live by the end of May. You can also email me for a copy.

Second up Lee Brignell Cash from FusePump and the team from Artemis8 presented their work to date on best practice guidelines for merchant feeds. This promises to be an invaluable industry wide set of documents flagging up answers to common questions and a list of do’s and don’ts for advertisers looking to implement product feeds.

Next up Dan Redfearn presented on the progress of the Education, Promotion and Marketing committee. Their projects include a ‘state of the industry’ piece that will audit networks, agencies and direct programmes to hopefully offer the truest and most accurate picture on the size of our industry. Hopefully some sector specific data will also follow.

Another project being tackled by the team is one designed to attract new publishers to affiliate marketing. The series of toolkits they’re working on will provide information about the industry, how to work with networks and the benefits of CPA advertising. With the addition of a reworked handbook later in the year we’re starting to develop some key educational tools for those looking to embrace affiliate marketing.

Finally Dan announced the Affiliate Marketing Forum, provisionally scheduled for 18th August. We hope to have some of the aforementioned initiatives complete or at least well on their way to completion and the Forum will be an excellent place to launch these alongside some case studies and research. This will be a great showcase for out industry so we’ll be sure to post more information in the near future.

The hot topic of value attribution was then presented by Julia Stent following an initial kick off discussion on how this issue should be tackled. Following a meeting the previous day with networks, affiliates, merchants and agencies the consensus was that many different companies had embarked on individual projects to understand their affiliate data better. Julia has therefore tasked herself with collating as much of this as possible in order to inform our next steps. Still very days but it’s always good to get feedback from as many people as possible who are currently looking into the value different affiliates can offer advertisers.

With the work of the committees discussed, the meeting then agreed future projects would include affiliates engaged with retargeting activity and PI cookies, general affiliate classification and the need for an Ethical Affiliate Charter to complement the existing Merchant Charter.

With the extended general council meetings running to two hours there are now opportunities to flag up some great new industry developments. With this in mind Red Letter Days presented on their voucher code management interface and how they are not only controlling the distribution of voucher codes but setting commissions more intelligently.

Finally Differencis, a new entrant to CPA marketing presented on their new ‘über’ banner technology. Both presentations attracted a good deal of positive feedback and I’m keen to hear from other companies interested in presenting to the Council. If you’d like a ten minute slot to talk about a new initiative or product launch drop me an email and we’ll see what we can do.

Don’t forget you can follow the Council on Twitter (@IAB_AMC). With the imminent launch of the AMC website we also hope to bring you an additional way of staying in touch with the Council.

The next meeting is at 3pm on 24th June at the IAB’s offices:

14 Macklin Street, London WC2B 5NF 020 7050 6969

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Kevin Edwards

Kevin Edwards

Kevin Edwards has over 15 years experience working for affiliate networks.

Working as global client strategy director for Awin, Kevin is responsible for empowering the company’s employees and clients with the right data and insights to make the most informed decisions about their campaigns. He also takes an active role in creating best practice standards and self-regulation. Kevin was previously Chair of the Affiliate Marketing Council in the UK and continues to play an active role in the IAB’s Legislation and Standards’ Committee.


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