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Best Practices for Managing Affiliate Sub-Networks: How to Manage, Monitor, and Maximise
Best Practices for Managing Affiliate Sub-Networks: How to Manage, Monitor, and Maximise
- Giles Hunt
Best Practices for Managing Affiliate Sub-Networks
Affiliate sub-networks are a valuable addition to any affiliate marketing strategy, enabling Advertisers to expand their reach, connect with niche audiences, and push into new geographies. However, managing sub-networks requires careful consideration and ensuring the right frameworks are in place. Here, we’ll discuss the benefits of using affiliate sub-networks and outline key best practices for managing them effectively based on Optimise’s policies and industry standards.
Three Benefits of Affiliate Sub-Networks
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Expanded Reach: Affiliate sub-networks grant access to a broader audience by connecting with smaller, niche publishers who may otherwise be difficult to reach. This is especially valuable for campaigns targeting specific demographics or geographies.
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Diverse Promotional Channels: Sub-networks can introduce advertisers to a variety of promotional methods, such as content sites, influencers, and regional affiliates, which can boost brand visibility and engagement.
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Efficient Resource Allocation: By leveraging sub-networks, brands can reduce the time and resources spent on directly managing relationships with a large number of smaller affiliates. Sub-networks handle these interactions, making it easier to focus on strategic partnerships and large-scale campaigns.
Best Practices for Managing Sub-Networks
While affiliate sub-networks bring numerous advantages, they also introduce complexities, especially regarding compliance and data management. Implementing clear policies and best practices can help minimise risks and maximise the potential of these partnerships.
1. Vetting and Approval Processes - Sub Networks should have a structured process to vet sub-publishers, ensuring they meet quality and compliance standards to join their network and before being allowed to promote campaigns.
2. Data Protection and Security - Sub Networks must ensure that sub-publishers adhere to data protection standards that match or exceed those in place between the publisher and advertiser. This includes regulations such as GDPR, Data Protection Act (DPA), and relevant cookie laws, ensuring sensitive customer data is handled responsibly and securely.
3. Transparent Tracking and Reporting - To maintain transparency, each sub-publisher should have a unique identifier. This allows for precise tracking of traffic sources and quality, making it easier to isolate and address any issues with specific affiliates. Publishers should provide sub-publisher referrer data using ClickSource parameters. This enables advertisers to analyse traffic sources and maintain quality assurance, helping identify any suspicious or non-compliant traffic.
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Clear Escalation and Suspension Procedures - Sub Networks should implement a clear process for escalation and remediation of any concerns or violations by sub publishers. Sub Networks must have the authority and agreements in place to suspend or terminate sub-publishers who violate terms and ensure that any terminated sub-publisher does not rejoin the network without explicit permission.
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Adherence to Regulatory Requirements - Sub-networks must comply with relevant laws, including those governing data privacy, advertising, and consumer protection, across all regions where they operate. They must ensure their sub publishers also stay informed on industry standards to maintain best practices. As industry best practices and regulations evolve, publishers should periodically review and update sub-network policies to ensure ongoing compliance and alignment with current standards.
Implementation & Communication of Policies
Establishing policies is only part of the solution - effective communication of these standards to all stakeholders is essential. Advertisers should regularly review their sub-publishers, providing them with updates on policy changes and reviewing regularly to ensure compliance.
Affiliate sub-networks can enhance the reach and impact of affiliate campaigns when managed effectively. By implementing structured policies on protection, transparency and compliance advertisers can mitigate the risks, safeguard their brands, and build mutually beneficial relationships within the affiliate ecosystem.