The new best practice guide complements the surge of behavioural advertising activity that has taken place within affiliate marketing on cost per acquisition campaigns.
Covering Retargeting, Remarketing and Behavioural Advertising, the Behavioural Advertising in Affiliate Marketing guide was created to outline the affiliate industry's approach to elements involved in setting up a CPA based behavioural advertising campaign, which includes topics of post view / post impression sales, cookie hierarchies, de-duplication and how to work with networks or agencies effectively to run and monitor campaigns.
A recent article on A4u by Owen Hewitson discussing how incrementality is inextricably linked to the question of attribution, is also worth a read.
AMC Chair Helen Southgate commented:
“Behavioural Advertising is a channel that has grown significantly. It is essential that advertisers, affiliates and networks understand the role of behavioural marketing, the rules that apply to this sector and how it impacts on the affiliate and wider online channels.
“This best practice guide seeks to advise on best practice and what to take into account if embarking on a behavioural advertising campaign within the affiliate channel. It shows again that the AMC and Best Practice Committee are working hard to ensure that the industry is kept up to date on changes within a very dynamic sector.”