Campaign Pirates Part 2 - Compare Online - OMG

**KieronD** · 26-03-05

Following on from DGM and the Zapa saga I have noticed quite a few ppc listings for generic and brand terms from Compare Online. A quick WHOIS and a quick web search shows that the registrant is Richard Syme who is also the MD of OMG.

From what I've seen the ppc bidding from Compare Online is quite aggresive, whilst they are not always the top bidders they are almost always in the top half of bids. There are also quote a few more affiliate URL's associated with Richard Syme which crop up in the natural listings too.

So my question is, are OMG and Compare Online the same company? Is this a similar operation to DGM and Zapa?

What are affiliates feelings about this?

Would OMG like to comment?

Mods - I have posted this in the Affiliate Lounge and not the OMG forum as I think this is a serious matter that will effect all affiliates and therefore will benefit from greater exposure.

Kieron

**km8** · 26-03-05

Originally posted by UKOffer
What are affiliates feelings about this?

Kieron

Affiliates feelings have been well aired already and OMG can be in no doubt what affiliates feelings are.

[Edited to correct my error - KM]

OMG now on my 'don't touch with bargepole' list.
Disgusted!

Well spotted Kieron

**drivetowin** · 26-03-05

km8

I think you're getting a bit confused, DGM and OMG are two totally different companies.

I'm not happy about OMG and compare-prices - they certainly need to sort that out - but it doesnt detract from DGM's positive response re zapa which is to be commended - if anything DGM have now set the precedent for OMG (and other networks) to follow

**km8** · 27-03-05

Originally posted by kbudden
km8

I think you're getting a bit confused

Indeed, you're right.

I have edited my earlier post to correct the inaccuracy.

**Oli** · 29-03-05

In response to the above postings, I will try to clarify the relationship between OMGUK.com and Compare-Online:

Online Media Group’s origins are in SEO and affiliate website publishing, which predated OMGUK.com by about three years. It was the success of UK Internet Directories (now Compare-Online Limited) which enabled the development and launch of the OMGUK.com network. The experience and learning gained as an affiliate has underpinned OMGUK.com’s business model and is reflected in the focus OMG gives to affiliate relationships. OMGUK.com was conceived in response to the fact that few networks provided the sort of service to affiliates that we (as affiliates) believed was necessary and deserved.

OMG has long been aware of the potential for a perceived conflict of interests arising from an affiliate network and an affiliate both being owned by the same company, and has always been open about the fact that it continues to be an active affiliate. As an ethical business, we adhere to the following policies:

OMGUK.com

- OMG makes no analysis of referring URLs, so does not generate information, such as affiliate bidding terms, which could be abused to the detriment of affiliates, merchants or OMG.
- OMGUK.com’s affiliate contract stipulates that OMG will not exploit any confidential information supplied by affiliates to the network to its own ends.
- All OMG staff are contractually precluded from running their own affiliate sites, which further prevents any sensitive affiliate information being exploited.

Compare-Online

- Compare-Online does not brand-bid on any programmes that it is signed up to through OMGUK.com. To underline this point, when OMGUK.com recently launched the Elephant programme, Compare-Online chose to withdraw from a long term agreement with Elephant which allowed it to bid exclusively on the brand.
- Compare-Online is treated in the same way as any other affiliate by OMGUK.com, and receives the same commissions. Any generic keyword bidding that Compare-Online conducts on OMGUK.com programmes is calculated on this basis.
- Where Compare-Online bids on programmes through other networks, it does so in accordance with the guidelines of the programme.

In an industry where the rules and practices are not clear-cut, OMG has always recognised its responsibility to act professionally, appropriately and fairly. We recognise that trust plays a huge part in the relationship between affiliate and network, and believe that we have established a track record of fairness, openness and accountability which our merchant and affiliate partners appreciate.

If you come across any instances where you believe OMGUK.com or Compare-Online are in contravention of the above policies, we would welcome you raising this with us.

Kind regards,

Oli

**marky** · 29-03-05

I know there will be some conspiracy theorists out there, but I really do trust OMG. I am sure there will be more questions out there though ......

**bapages** · 29-03-05

I have quite a successful campaign and was asked by OMG for the keywords I was bidding on on the basis that it was to comply with the FSA new rules!!

**KieronD** · 30-03-05

Thanks for taking the time to reply to my post Oli.

Whilst your policies are welcomed and the history behind Compare Online is not in disrepute, there will always be a percentage of affiliates who feel uncomfortable with the fact that you operate affiliate sites as well as an affiliate network. Speaking on a personal basis I am one of those people, and no amount of reassurance will make me feel any different. It is my personal belief that networks should not operate affiliate sites, full stop.

Whether or not other affiliates feel the same way as I do, I can not comment.

With regards to the ppc bidding that I noticed the other day from Compare Online, this now looks to have stopped. However if I notice it again I will inform you as per your post.

regards,

Kieron

**purple** · 30-03-05

I am not sure where I stand re networks also running affiliate sites. It is a grey area for instance I know supercod has companies who run affiliate sites, and has interests in a affiliate network.
I do not have a problem with that supercod has always being very upfront about the connection. He has being one of the real driving forces in the affiliate industry in the UK. So I have no issue that he has interests in both camps.

Also some affiliate now have their own affiliate programs for their sites again I have no problem with this.

I guess the whole industry is about trust from all sides. I think it is fair enough to bring up these connections when they are found so we can make our own informed decisions about if we want to trade with them knowing what they do.

**a4uforummember** · 07-04-05

- Where Compare-Online bids on programmes through other networks, it does so in accordance with the guidelines of the programme.

That is clearly nonsense.

It only takes a minute to see compare online bidding on insurance companies terms that have closed keyword policies upon tradedoubler.

**bapages** · 08-04-05

Originally posted by purple
I am not sure where I stand re networks also running affiliate sites. It is a grey area for instance I know supercod has companies who run affiliate sites, and has interests in a affiliate network.
I do not have a problem with that supercod has always being very upfront about the connection. He has being one of the real driving forces in the affiliate industry in the UK. So I have no issue that he has interests in both camps.

Also some affiliate now have their own affiliate programs for their sites again I have no problem with this.

I guess the whole industry is about trust from all sides. I think it is fair enough to bring up these connections when they are found so we can make our own informed decisions about if we want to trade with them knowing what they do.

I have no problem with this as long as they play by the same rules they ask other affiliates to use and that they do not attempt to steal ideas/keywords as one network tried to do.

**Oli** · 08-04-05

Hi A4uforummember,

In answer to your post about Compare Online bidding on programmes that have closed bidding policies:

For the programmes that I think you are referring to, Compare Online Ltd has direct relationships with the merchants, so is not running through another network or required to comply with the network's bidding restrictions. Any restrictions would be agreed direct with the merchant concerned.

Compare Online Ltd has a clear policy of abiding by the restrictions of any programme run through a network. If any affiliate finds evidence that they have contravened this policy, please can you contact me directly, and I will address it with Compare Online accordingly.

Many thanks,

Oli

**Mogga** · 08-04-05

Is that a program affiliates can only get via a network?

**a4uforummember** · 08-04-05

Originally posted by Oli
Hi A4uforummember,

In answer to your post about Compare Online bidding on programmes that have closed bidding policies:

For the programmes that I think you are referring to, Compare Online Ltd has direct relationships with the merchants, so is not running through another network or required to comply with the network's bidding restrictions. Any restrictions would be agreed direct with the merchant concerned.

Compare Online Ltd has a clear policy of abiding by the restrictions of any programme run through a network. If any affiliate finds evidence that they have contravened this policy, please can you contact me directly, and I will address it with Compare Online accordingly.

Many thanks,

Oli

hi Oli

despite your post proclaiming the moral high ground, it is interesting to see some of the ppc ads in question have quickly dissapeared.

good work :-)