As an inexhaustible source of advice and information of all kinds, the Internet has undeniably transformed consumer habits. For Internet users, it’s a revolution, and as consumers we can now find out more about products and brands, and consequently make more responsible, well-considered and cost-effective purchases.
Is the CPA unfavourable to content publishers?
The points of contact before the shopping basket are multiplied, and the discovery of brands, products and retailers involves consulting various sites and sources. For example, the brand will be discovered by influencers, the products found on a shopping guide, the seller’s site will be clicked on via a sponsored ad and the final purchase will be optimized by a promotional code. In the end, it’s every team – whether they know it or not – that makes it possible for the brand to make that sale. As a result, merchants and brands face a new challenge: how to stimulate, coordinate and reward this team?
Each lever has its own remuneration model, and it’s quite natural for advertisers to pay by CPM, CPC, CPA or fixed fee, depending on the type of lever and its perceived objective. This is a real challenge for merchants, all the more so as the interdependence between levers is non-linear and therefore difficult to grasp. How, in this context, can the work of those positioned at the beginning of the chain be valorized via a CPA model?
A collaborative vision of affiliation
But what is fair affiliation? Content publishers, often prescribers, initiate purchases and interest in a brand or product. By their very nature, they are positioned “at the beginning of the chain”, far removed from the last click, and therefore from the prospect of earning a commission.
Each contributor to a sale, without necessarily knowing it, has participated in a team effort. A team that informed the Internet user, and possibly convinced him or her to make the purchase. However, the team members behind the intent to buy will rarely also be behind the last click. We have chosen to find a model that rewards those involved in the conversion.
So, as early as 2013, Effinity innovated by introducing a new model, whereby part of the commission paid on a sale was paid back to the prescriber. Synonymous with quality, bloggers and portals could finally be rewarded via a performance-based model. Tracking up to 5 publishers before the sale, it is possible to remunerate the contribution of a publisher of a chosen typology. The last affiliate will receive a commission, as usual, but so will the content site at the start of the chain. This should encourage content sites to relay an advertiser’s products! And limit the cannibalization of affiliation levers.
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