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How publishers and marketers are refining affiliate and reporting workflows

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How publishers and marketers are refining affiliate and reporting workflows

The following article highlights an interview between Walter Knapp, CEO of Sovrn and Mike Shields, co-founder of Marketecture. Register for free to watch more of the discussion and learn more about the tools and services businesses operating across the open web can use to simplify and improve operations.

Anyone whose business lies primarily on the web, whether a publisher, a media business, an influencer or an independent creator, relies upon various tools and services to help them streamline operations and reach their goals. 

However, when operating on the open web, the number of tools needed can quickly become overwhelming, leaving marketers struggling to identify which resources will benefit them most. 

To dive into some of the ways businesses, influencers, creators and more can streamline and improve operations, Walter Knapp, Sovrn’s CEO, recently spoke with Mike Shield, co-founder of Marketecture; they discussed how to make affiliate marketing and gathering multiple vendor reports more efficient.

How Sovrn is filling a gap in the affiliate marketing space 

While the affiliate space can be a significant opportunity for many publishers and marketers, it can also be challenging to navigate. From identifying which merchants carry the best-aligned products to tracking ever-changing commission rates, key tools are proving vital to successful teams. 

For example, providing price and merchant comparisons within an affiliate commerce carrying article is essential. And so is the ability to localize merchants. If someone views an article in the U.K., the affiliate link should send them to a nearby merchant, such as Tesco or Boots, instead of Target. 

In another example, while there are generally affiliate link creators available, workflow tools help media companies, influencers and creators close a gap in what can prove to be a tedious process, especially for influencers who tend to have some different steps. 

“An interesting thing that we did for the influencer market specifically is built an iOS app because most influencers operate almost exclusively on their iPhones,” Knapp said. “So, as they’re surfing the internet and come across Nike’s new Air Max golf shoe, for example, they can just copy the URL of the product page, go to our app and double tap.

“It grabs the URL, and because we know they have an account and affiliate setup with Nike, it converts that link to an affiliate,” Knapp continued. “Essentially, it appends their affiliate ID to it — and then natively from the app, they can post it to Twitter [X] or wherever.” 

The sheer number of ad tech vendors businesses typically use covers a wide range of services, from open bidding to transparent marketplaces, prebid/header bidding setups and more. However, unless teams are using a single programmatic platform, these systems are disconnected.

And, as many teams are tasked with doing more with less or simply don’t have enough time, people or money to waste, identifying tools that will streamline, simplify, etc., is essential. 

This results in ad ops teams spending hours upon hours downloading reports from each vendor and then figuring out how to organize the data because few vendor reports share the same format. Not only does this cost teams time, but it can also mean that data isn’t properly matched, analyzed or compared across vendors. 

“This is a job for software,” said Knapp on the challenge of downloading reports from multiple vendors. “We said, ‘OK, we can acquire that, and we can take that software and make it more robust, more scalable and easier to use.’ And that’s now our advertising management software.”

As various industries adopt emerging technology, such as generative AI, to assist in somewhat menial tasks, it’s becoming increasingly apparent that there are technologies available across the board that can reduce or eliminate tedious, time-consuming tasks. From establishing workflows for affiliate marketing to incorporating software to manage multiple ad tech vendors, publishers, media companies, influencers and independent creators all have easy-to-implement tools and services at their disposal. 

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Register for free to watch more of the discussion between Mike Shields and Walter Knapp and learn more about the tools and services businesses operating across the open web can use to simplify and improve operations.

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Save on Business Travel for Life This Memorial Day with an $80 Deal

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Save on Business Travel for Life This Memorial Day with an $80 Deal

Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.

Growing businesses around the world rely on traveling salespeople and representatives to fuel expansion. For those in the accounting department who are trying to make enough room for airline ticket budgeting, you can do them a lot of favors by hooking up yourself or a team member with this special deal.

Through 11:59 p.m. PT on May 31, you can get a lifetime subscription to this OneAir Elite Plan for only $79.97 (reg. $790). This deal gets you indefinite access to OneAir’s deals on business, first, premium, and economy class flights to and from destinations of your choosing and interest. These deals include mistake fares and advantageously priced ones that happen to pop up.

OneAir’s platform uses artificial intelligence (AI) to scan the web around the clock for deals so that they are ready for your team when someone needs to hit the road. In addition to getting to choose up to 10 departure airports with deals, Elite users can also take advantage of OneAir’s one-on-one business and first-class planning support.

Conveniently, the OneAir Mobile App lets you access these deals, book trips, and complete bookings all in one place. It is available for both iOS and Android devices.

One recent user, Ashok, who saved $1,080 on flights using OneAir, wrote, “I am so pleased with my decision to sign up with OneAir! Just booked a super cheap flight deal to Vancouver along with 5 nights of hotel stays.”

Remember that only through 11:59 p.m. PT on May 31, you can get a lifetime subscription to this OneAir Elite Plan for only $79.97 (reg. $790).

StackSocial prices subject to change.

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Did OpenAI steal Scarlett Johansson’s voice? 5 Critical Lessons for Entrepreneurs in The AI Era

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Did OpenAI steal Scarlett Johansson's voice? 5 Critical Lessons for Entrepreneurs in The AI Era

Opinions expressed by Entrepreneur contributors are their own.

Did OpenAI steal Scarlett Johansson’s voice? OpenAI has since paused the “Sky” voice feature, but Johansson argues that this is no coincidence. In response, Johansson delivers a masterclass for entrepreneurs on navigating the AI era successfully.

In today’s discussion, we delve into what this controversy means for business owners, highlighting five critical AI strategies they must deploy. We also explore essential methods to protect your intellectual property and leverage AI for a competitive edge—insights vital for keeping your venture ahead in the AI revolution to remain your competitive advantage.

Take the AI skills quiz here (available for a limited time) and equip yourself with practical knowledge by grabbing a copy of my new book, ‘The Wolf is at the Door – How to Survive and Thrive in an AI-Driven World.’

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Why Are New Business Applications at All-Time High?

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Why Are New Business Applications at All-Time High?

More people are starting businesses now than ever before — and the reason could be that the opportunity cost, or what they have to give up in exchange for entrepreneurship, is lower than ever.

Data that the U.S. Census Bureau released earlier this month shows that the total number of applications to start businesses hit a record 5.5 million last year.

That’s half a million more applications than what was filed in 2022.

Related: Here’s What Millions of Small Businesses Have in Common, According to a New Survey

Census Bureau data from the first four months of this year show that the startup boom is still going strong, too — from January through April, the number of new business applications totaled over 1.7 million.

Why are more people filing to start new businesses?

Columbia Business School professor Angela Lee told Entrepreneur that the reason could be the “unprecedented number of layoffs from big tech companies in the last several years, resulting in a large pool of talent freed up to pursue entrepreneurship.”

Columbia Business School professor Angela Lee (left) and Co-Founder of Plum Alley Investments Andrea Turner Moffitt (right). Photo by Monica Schipper/Getty Images)

Lee, the director of the Eugene Lang Entrepreneurship Center, also noted that “entrepreneurship has historically been counter-cyclical because the opportunity cost to start a company goes down during a recession.”

Related: Want to Start a Billion-Dollar Business? Look to These Two Industries, Which Have the Most Unicorn Growth

Big tech companies have been laying off employees in record numbers in recent years.

Tech layoffs last year affected 263,180 employees globally according to tracker Layoffs.fyi.

Amazon laid off the most people (27,410) last year, but Meta (21,000), Google (12,115) and Microsoft (11,158) also contributed to record numbers.

The unemployment rate has remained stable, in the 3.7% to 3.9% range in the U.S. over the past nine months, according to the latest U.S. Bureau of Labor Statistics jobs report.

Related: ‘The Employment Situation’ Report for April Shows Employers Are Taking Hiring Down a Notch, Employee Wage Growth Slowing

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