20 Nov 2009
Performance Marketing Leadership Summit
The discussion at the November 4th OfferVault Performance Marketing Leadership Summit was a good start to taking the necessary steps to pre-verify affiliates to reduce the amount and scale of fraud in the performance space. Marc Roth of OfferVault had some good ideas for a “first line of defense” by deploying industry best practices and certification for legitimate affiliates. Networks will then need to apply their own verification methods to further validate.
As we discussed at the summit, if the incentive is high enough, there will always be fraudsters who find a way into networks despite our best efforts to keep them out. There is a definite need for a third-party transparency provider as well as a network-shared affiliate blacklist to reduce the fraud ring.
At PerformLine we have built PerformMatch-an Intra Campaign Transparency technology platform that will allow networks real time verification in how leads and sales are being generated. The PerformMatch technology will help Networks as well as Advertisers catch the fraudulent affiliates who manage to squeak through initial screening processes.
