Comments on: Is Valueclick Isolating Itself? http://www.conversionrater.com/2005/12/17/is-valueclick-isolating-itself/ A discussion of ecommerce, online advertising, Web 2.0, web entrepreneurship, and just making the web convert for your goals. Sun, 07 Mar 2010 19:27:54 -0600 http://wordpress.org/?v=2.8.4 hourly 1 By: Jeff Molander http://www.conversionrater.com/2005/12/17/is-valueclick-isolating-itself/comment-page-1/#comment-76 Jeff Molander Thu, 22 Dec 2005 20:30:10 +0000 http://www.conversionrater.com/index.php/2005/12/17/is-valueclick-isolating-itself/#comment-76 Hi, Pat... With pleasure. There's certainly fat in the mix. That's my point and yours is well taken too - that spending extra doesn't much matter to marketers. They get paid to spend and move the needle... not save or do more with less (although shouldn't that be the CMO's goal?). Transparency is the real issue here aside from cost. Without transparency there is risk and in the world of affiliate marketing networks there's risk everywhere and the FTC means business. They're just getting warmed up IMO. Hi, Pat…
With pleasure. There’s certainly fat in the mix. That’s my point and yours is well taken too – that spending extra doesn’t much matter to marketers. They get paid to spend and move the needle… not save or do more with less (although shouldn’t that be the CMO’s goal?).

Transparency is the real issue here aside from cost. Without transparency there is risk and in the world of affiliate marketing networks there’s risk everywhere and the FTC means business. They’re just getting warmed up IMO.

]]> By: Pat McCarthy http://www.conversionrater.com/2005/12/17/is-valueclick-isolating-itself/comment-page-1/#comment-58 Pat McCarthy Mon, 19 Dec 2005 00:25:07 +0000 http://www.conversionrater.com/index.php/2005/12/17/is-valueclick-isolating-itself/#comment-58 Thanks for the comment Jeff. I'm not sure when advertisers will demand increased transparency. They haven't yet, and I feel as though we're making ground against spyware distribution so if we've seen the worst of it, I'm not sure they'll start demanding it now. I don't think a network working with another network is inherently such a huge problem. I've seen many situations where it works out well for advertisers and publishers who would otherwise never work together if two networks weren't involved. Sure, there is an additional middle man there, but if an advertiser is working with one network while a publisher is working with another, they aren't likely to get together on their own. I'm not privy to the details of how Azoogle was working with CJ, but I won't cast judgement on that being a huge problem. Thanks for the comment Jeff.

I’m not sure when advertisers will demand increased transparency. They haven’t yet, and I feel as though we’re making ground against spyware distribution so if we’ve seen the worst of it, I’m not sure they’ll start demanding it now.

I don’t think a network working with another network is inherently such a huge problem. I’ve seen many situations where it works out well for advertisers and publishers who would otherwise never work together if two networks weren’t involved. Sure, there is an additional middle man there, but if an advertiser is working with one network while a publisher is working with another, they aren’t likely to get together on their own. I’m not privy to the details of how Azoogle was working with CJ, but I won’t cast judgement on that being a huge problem.

]]> By: Jeff Molander http://www.conversionrater.com/2005/12/17/is-valueclick-isolating-itself/comment-page-1/#comment-57 Jeff Molander Sun, 18 Dec 2005 17:31:55 +0000 http://www.conversionrater.com/index.php/2005/12/17/is-valueclick-isolating-itself/#comment-57 You make an insightful observation. Transparency and accountability are two central concepts that are critical as VCLK moves forward... in particular with its entire media division. Yet it doesn't stop at VCLK. In a world where Yahoo/Overture includes distribution (for years) via adware/spyware and one where shopping comparison players (i.e. Nextag) partner with adware players (i.e. WhenU) you have to ask yourself, " in general, when will advertisers demand increased transparency?" From click networks to affiliate programs, many networks have worked diligently to create less transparency, not more. Similarly, we now learn of (in the case of Commission Junction and AzoogleAds) networks inside of networks. From an accountability standpoint (to the advertiser) what does an affiliate of aZoogleads carry? Certainly less than aZoogle. This is setting aside the economic considerations of advertisers working with a network like Commission Junction - only to find that there are networks within networks. The inflated cost implications here become a worry as well. You make an insightful observation. Transparency and accountability are two central concepts that are critical as VCLK moves forward… in particular with its entire media division. Yet it doesn’t stop at VCLK. In a world where Yahoo/Overture includes distribution (for years) via adware/spyware and one where shopping comparison players (i.e. Nextag) partner with adware players (i.e. WhenU) you have to ask yourself, ” in general, when will advertisers demand increased transparency?” From click networks to affiliate programs, many networks have worked diligently to create less transparency, not more. Similarly, we now learn of (in the case of Commission Junction and AzoogleAds) networks inside of networks. From an accountability standpoint (to the advertiser) what does an affiliate of aZoogleads carry? Certainly less than aZoogle. This is setting aside the economic considerations of advertisers working with a network like Commission Junction – only to find that there are networks within networks. The inflated cost implications here become a worry as well.

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