Merchant details transparency

[hpops]

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Hi Forum

At the AMC we are currently discussing an industry wide initiative to provide disclosure on a number of merchant actions across all networks in an effort to increase transparency.
We would like your input into which areas should be included here.
Off the bat I would like to see.....

Does the merchant have a brand bidding group
Does the merchant have any affiliates with the right to bid on brand
Does the merchant deduplicate sales across networks
Does the merchant deduplicate sales against other channels (PPC, display etc)
Does the merchant deduplicate sales against their own brand paid search
Are there any other deduplication methods the merchant uses
Does the merchant pay commission on VAT and delivery

This is, in my opinion, a key initiative, it does, however, require your support.
Please comment below or add your support in some way so that we can look at implementing this.

[Mogga]

Whether commission is same across all items
Does the merchant track phone orders take off affiliate clicks?

[kier]

What do you mean by deduplicating across networks? An instance where somebody isn't using local cookies to track the last referrer but just showing both codes then cancelling one transactions at a later date?

[dougs]

Full support Duncan...I would love to get merchants to say what they are doing.

Doug

[DannyW]

Totally agreed with hpops on this one, especially considering the Sky fiasco currently going on.

[Graham@Buyagift]

Thanks to Matt Bailey for the email pointing me to this thread - I fully agree with the information being proposed. IMO there should be a clear layout adopted by all networks to show all this information on the merchant programme page.

I don't see how a merchant can not want to share this information, unless they're not comfortable with what they're offering?

Graham

[nim-b]

Yes, I completely agree with these details being published, but it definately needs a clear space for them within the network system. Not sure if there's much room on some networks at the moment.

Also we will need to do some work making sure as many merchants as possible reveal them, so it becomes the norm. Otherwise merchants who are transparent about their dedupe practices may be viewed negatively even though other people are doing exactly the same thing, just not telling anyone!

I also think its important to note which exact channels are deduped against. For example we dedupe against PPC but not against e-mail marketing.

Perhaps something as well about any methods used to combat leakage? Some affiliates tend to go to the homepage and see a phone number, not realising this is removed for affiliate traffic.

[KimCullum]

Also we will need to do some work making sure as many merchants as possible reveal them, so it becomes the norm. Otherwise merchants who are transparent about their dedupe practices may be viewed negatively even though other people are doing exactly the same thing, just not telling anyone!

I think that's a very valid point. If one merchant is transparent i hope that this honest disclosure would be warmly received and that affiliates would not just use this at face value to switch to competitors who either havent discloed this info (indifference/non-revelations doesn't mean it's not necessarily happening) or have said that they aren't doing it.

While it's affiliates goals to make as much money as possible from their links, equally its important merchants are efficient with their money for them and their online channels to be sustainable, which de-duping can play a vital role in. The money saved from these efficiency measures can (or should) then be used across all channels to help grow the business further - including for example, freeing up more budgets for offering more attractive incentives to affiliates.

I do still think it would be useful to get greater transparency about affiliates on the networks too - can anyone tell me if this is something that has been, or will be looked into at some point too?

All the best,

Kim

[Travel Pixel]

We very much support this, I look forward to seeing it come to fruition.

Dave

[KevinEdwards]

Hi,

Just to update everyone - some initial ideas have been discussed by all IAB member networks and will be fleshed out in more detail at the next meeting on 28th May.

Thanks,

[aotagain]

I don't know if this is a daft suggestion, but to avoid negative effects on merchants who do declare de-duping, why not do it the other way around and invite merchants to say which sales they do not de-dupe ? So that would start with no de-duping at the top.

Also I wonder how many merchants (a) know what de-duping against the various channels means and (b) how many have the technology to do it ?

[KevinEdwards]

I don't know if this is a daft suggestion, but to avoid negative effects on merchants who do declare de-duping, why not do it the other way around and invite merchants to say which sales they do not de-dupe ? So that would start with no de-duping at the top.

Also I wonder how many merchants (a) know what de-duping against the various channels means and (b) how many have the technology to do it ?

I think the consensus is that we'll provide as much information as possible.

Whilst adminstratively this will all take time to implement it will hopefully start a wider debate about the rights and wrongs of de-duping brand led/less ROI focused traffic against performance based marketing.