TradeDoubler Rebate Catcher & Toolbar Codes of Conduct

[Sanjit]

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Dear Affiliates,

We are pleased to present you with the TradeDoubler 2010 Rebate Catcher & Toolbar Code of Conduct.

For those of you that are not familiar with the model, a Rebate Catcher is an opt-in software application that can be distributed by a loyalty/cashback site in order to notify the user that cashback/points can be claimed via their site (so this will not be relevant for all of you!).

If you are using Rebate Catchers & Toolbars then you must comply with this code of conduct if promoting a TradeDoubler merchant.

This Code of Conduct is designed to give greater clarity to our clients and concerned parties regarding the use of Rebate Catchers and Toolbars within the TradeDoubler network. This code of conduct has been agreed and devised with the Internet Advertising Bureau (IAB).

Our intention is to provide a fair environment for all publishers to be correctly remunerated which is why we have created a code of conduct for rebate catchers & toolbars making it a fair playing field for all publishers.

Code of Conduct

The Rebate Catcher or Toolbar distributed by the publisher and installed by the user must meet the following terms and conditions:

• Distributed through intended download from the providers website and be attached to an account on the providers website.
• The rebate catcher is clearly labelled and end user consent is required at all times during the installation process. Double opt-in is required.
• Carry a clear unsubscribe option and make it as easy as possible for customers to remove the application from their machine. This must be through standard Windows/Mac add/remove functionality and naming convention must remain the same throughout. There should be no unnecessary attempts to talk the user out of the uninstall process through use of confusing language.

• Obtains user consent before software updates.
• Not allow any form of automatic redirection which affects the user journey. The user must interact by way of a click before any redirection takes place or a click cookie is dropped.
• All traffic must be distributed through a separate TradeDoubler site ID to allow clear distinction between traffic generated via the application and traffic via traditional web based activity. In order to achieve this, the publisher must register a new site:
o The publisher must clearly label and describe that this new site ID will represent the Rebate Catcher. The publisher cannot bundle the rebate catcher in the same TradeDoubler site ID as traditional activity.
Please follow this example:
• Site name: [Rebate Catcher] Your Site Name
• Site URL: http://www.yoursitename.com/rebate_catcher
• Description: This site will use a rebate catcher to ensure all users track their sales. (Please list other benefits as you see fit).
o The publisher must create a landing page on his/her site describing their use of a rebate catcher so the advertiser can make an informed decision.
o Advertiser consent is required. This will be achieved by separating the rebate catcher and traditional web based activity via the TradeDoubler site ID’s as explained above. The emphasis will be on the publisher to secure opt-in from individual merchants prior to launching the Rebate Catcher. This can be achieved by being accepted on this new site ID.

Definition
A Rebate Catcher is an opt-in software application distributed by loyalty / cashback sites. The rebate catcher attempts to notify the user that a sale can be claimed via the loyalty / cashback site.

This Code of Conduct covers the TradeDoubler’s Affiliate and Campaign products, and is in addition to the existing TradeDoubler publisher agreement.

This Code of Conduct is dated December 1st 2009. TradeDoubler reserves the right to update the terms of Rebate Catcher Code of Conduct at any time. Should the Code of Conduct be updated, TradeDoubler will post a message on the TradeDoubler publisher interface 14 days prior in order to inform clients and otherwise interested parties.

If you have any questions on this policy then please contact me.

Kindest Regards

Sanjit Atwal
UK Head of Publisher Services & Development
TradeDoubler
Sanjit.Atwal@TradeDoubler.com

[loquax]

If I understand things correctly, when Greasypalm launched such a product the rebate catcher didn't kick in if a cookie from A.N.Other affiliate was active (i.e. in cookie period).... if that's the case, I don't see anything above that suggests that's mandatory.

So basically a visitor to an affiliate site who clicks through, could then see a pop-up/rebate catcher and head off to get another cookie.. denying the original affiliate.

Could you perhaps explain how this technology is therefore "legit" compared to say spyware and previously banned software applications. If sites like MVC (who already do it), Moneysavingexpert, Quidco all launch these products how is this good news for the affiliate marketing industry and especially content affiliates?

Just interested to see what the debate is on this kind of thing.

Jason

[Sanjit]

Hi Jason,

Thanks for the feedback - I totally understand your concerns.

It is certainly an issue that we Networks are trying hard to regulate and absolutly ensure our long-standing affiliate relationships are not harmed.

Alot of the above has been designed with user-journey in mind as we are trying to get the processes of Rebate to an acceptable standard. As you rightly point out, the other side of this is making sure affilate sales are being rewarded.

The Rebate Catcher model is one that is utelised in some of our other TradeDoubler markets (such as Spain) and our colleagues there are yet to see significant evidence that Rebate Catcher affiliates are negativley effecting the rest of the affiliates on the programme. Granted, Spain is a very different market to the UK but I believe the principles of user behaviour are fundamentally the same.

Having said that, I think its fair to say that we will all be watching this space carefully over the coming months and I'm sure that if we start seeing affiliate programmes being decimated then we need to take action.

This is something we would really appreciate all affiliates feedback on. If you see something untoward then please contact me.

We do see the affiliate model as a long term proposition for a merchant (as do, i'm sure, our colleagues at the other Networks) and, if Rebate is working against that strategy, then rest assured it will be addressed.

Kind Regards

Sanj
UK Head of Publisher Services & Development
Sanjit.Atwal@TradeDoubler.com
Sanjit Atwal (SanjitAtwal) on Twitter

[Barry]

As far as I knew it would be an 'illegal' (ie against t & c) to drop a network cookie from any browser ad-on - you first had to go to a landing page on the toolbars host site.

If your suggesting that its now possible to alert a user that a 'rebate' is available and then directly from the toolbar they can access a direct affiliate link to the merchants site then I think this is wrong and also a different line from every other network, who would not allow this mechanism(?)

Ta

Barry

[loquax]

Hi Sanjit

Thanks for taking the time to reply.

One thing that really concerns me is if a user hits a site where there is no voucher code (or it's just free delivery or "offer" that a user is currently looking at having come from another affiliate) and then gets a message saying "hey we might have a discount from xyz voucher site" - they click and all it does it bung the cookie/take the sale...

What kind of rules/guidelines (ala click to reveal) are being drawn up to ensure that a toolbar isn't just a license to get a user to burn a cookie?

The only thing I can think of to try and be positive about the use of these things is that I'd be surprised if people were happy to download toolbars... and that the take up may be limited.

Jason

[WebTechGlobal]

Whatever the effect I'm seeing an increase in Trade Doubler users for my softeware, Easy CSV Importer.

So much that I had to upgrade it to allow users to import Trade Doublers multiple categories in one column. I think 3 people asked for this in a single week, last year no one spoke to me about Trade Doubler.

Somethings going right for someone I reckon, one to watch I suppose.