Today’s column is written by Bodhi Short, SVP of Operations & Product Development at Integrate.
It often takes only two words to pause a deal with brands and agencies: performance marketing. This effect is reinforced every time industry newcomers test a performance buy and end up in a rapid retreat to lick their wounds. So it’s worthwhile to learn how to avoid these failures.
Affiliates and lead generators fall into two groups. One consists of the most advanced marketers in the industry who are risking their own upfront capital on CPM or CPC media buys and thriving on profits generated from their customers’ larger CPA payouts. The other group focuses on the most efficient methods of producing low-quality leads or even fraudulent conversions.
To the performance marketing uninitiated, the entire performance space seems wrought with fraud, especially compared to the relatively transparent programmatic world. For this reason, I’d like to point out five common practices that contribute to the degeneration of performance marketing, and how marketers can access the tremendous scale available without putting client relationships at risk.