The Affiliate Marketing Council assembly meeting discussed: 1. The status of the 2012 AMC programme including an upcoming affiliate marketing expo in London. 2. Funding for a proposed performance marketing industry study. 3. Updates from the IAB on events, training, and an advertising spend study. 4. Recent and planned work regarding regulation, industry standards and best practices, including a voucher code audit and updated documentation. 5. A proposed Innovation Forum to cultivate industry growth through attracting new ideas.

1. Affiliate Marketing Council
Assembly meeting
26th July 2012
16 August 2012

2. Agenda
 2012 AMC programme status
 A4UExpo, London – Association Partner
 Performance Marketing Industry Study: funding
 IAB updates – events & training & PwC AdSpend
 Regulation and policy update from the LegCom: Nathan Salter
 Best Practice / Standards from Kevin Edwards
 Voucher code audit
 Updated Best Practice documents
 AMC blog
 Innovation Forum – an initiative to cultivate industry growth from Simon Bird
 Any other business

3. What do you want the IAB to do for your
business?
Lobbying
Promote good, Increase the size of
ethical practice the pie
Professionalise the
industry
Secure the future
business Training
Support positive
environment
regulation
Standards
Create a louder, Elevate the
collective voice industry’s
Make the industry Support innovative
attractive for high importance / status
development
grade talent
Expose the
economic Develop
importance of our Stronger Publisher opportunities for
business representation growth

4. AMC Council 2012 activity framework -
updated
Q1 Q2 Q3 Q4
J F M A M J J A S O N D
Regulation
Consumer ePrivacy Guidance / advice / status updates…
/ Consumer
Transparency
Standards site
EU Data Protection Proposals …
Framework
/ Practice Updated
Product FAQs / WIKI BP docs
feed
guides Voucher Code of Voucher Code of Affiliate
Conduct Conduct payments
Research / Advertiser survey / A4U
events /
training A4UExpo
PwC Performance Marketing Industry Study
Innovation Forum
Mktg / Website / blog integration with new IAB website
Comms
Case study development…
PR framework
Whitepapers new & updated

5. A4UExpo – Association Partner
• Branding
• AMC workshop
• Lead Generation
• Speaker opportunities
• Advertiser Survey
• 15% discount for IAB
members
• Joint promotions

6. Performance Marketing Industry study
• Potentially biggest project of type undertaken by IAB
• Measures economic value of the Performance
Marketing industry
• Revenues, ecommerce / retail contributions
• Profiles the market
• The long tail… retailers, SME businesses, entrepreneurs, economic stimulator
• Identifies growth trends
• Produces independent document that supports
industry initiatives – eg government lobbying – and
individual business needs – eg financing…
• Updatable

7. Performance Marketing Industry study:
progress & funding
• Proposals have been received
• Pitch process w/c 30 July
• Funding:
AMC
est: Even contribution from
every IAB council
£2-3K
£80K member each
OLGC

8. IAB - latest
IAB: www.iabuk.net 16 August 2012

9. IAB/PwC UK Online & Mobile Adspend Study – H1
2012
• Official Advertising Association figures since 1997
• Online and Mobile adspend studies have now been combined
• Collection of H1 2012 adspend figures has started
• Submission deadline is 22nd August 2012
• Contact the IAB research team to receive an invite or if you have
any questions mediaspend@iabuk.net

10. Engage 2012
iabuk.net/contact 16 August 2012

11. Top brands attending in 2011
iabuk.net/contact

12. Venue

13. “Transforming your Business”
The Marketing Metamorphosis – what’s happening out there?
Transformation Inspiration – Approaches to re-engineering
Mega Transformers – Who’s doing it well?

14. Programme so far…
Dick Costolo, CEO, Twitter
Steve Henry, Director, DECODED
Ajaz Ahmed, Founder and Chief Executive, AKQA
Simon Rogers, News Editor of The Guardian
Andy Hart, General Manager of Advertising and Online, Microsoft
Rory Sutherland, Executive Creative Director and Vice-Chairman, OgilvyOne
Peter Duffy Managing Director at easyjet
Nick Lansley Manage IT R&D at Tesco
Matthew Turner Director, Online Sales & Marketing BskyB
Celebrity Speaker….

15. Sponsors

16. Training
IAB: www.iabuk.net 16 August 2012

17. Upcoming IAB workshop
How to best generate leads online: a one day
practical workshop
This one day practical workshop, presented by industry leading experts from the
IAB's online lead generation council, has been created especially for marketing
professionals looking to improve their campaign performance.
Wednesday 10th October 9.30am to 4.30pm
£150+VAT for IAB members / £300+VAT for non members
To book a place or for more info email mizzy@iabuk.net

18. Regulation and policy update
IAB: www.iabuk.net 16 August 2012

19. Legislation Committee Recap – EU Privacy
ITEM Status / progress Complete
1. Establish a Policy & Legislation The Legislation Committee

Working Group
2. Conduct Cookie Audits a. Message distributed
b. IAB 5-point plan

3. Publish a Consumer Guide to Web site underway – expected by 15 May.
Affiliate Marketing Nectar sponsorship 
4. Develop standardised wording as The Consumer Transparency Framework,
industry good practice for affiliates published 5th March 
and publishers to inform
consumers
5. Working with the UK Government WIP…
and Web Browser Manufacturers to …
Enhance Browser Settings
IAB: www.iabuk.net

20. Consumer facing Website – Launched End
May 2012
IAB: www.iabuk.net

21. Consumer facing Website – media
Establishing a consistent message

22. Where Next with EU Privacy?
Objectives
•Demonstrate effective self regulation (Data Protection Proposals in mind)
•Establish consumer trust through openness and transparency
Future Plans/Thinking
•Monitor and respond to evolving best practice landscape (ICO updates??)
•Update Consumer facing website with post-deadline learnings – examples of
“good practice”
•Update Consumer Transparency Framework
•Creating a cross industry “umbrella” approach to compliment channel by
channel presence (an umbrella website?)
IAB: www.iabuk.net

23. EU Data Protection Proposals
What’s at stake for online?
•Broader (sweeping) scope of what constitutes
personal data
•A move to an Explicit Consent regime
Timelines
•Not for a couple/few of years….. Long process!
Key IAB Arguments
•Commerce/Business/Economy
•(damage to) Publishing reliance on advertising
•Growth and Innovation
•Self Regulation – where does it fit in?
•Political damage – UK Digital status
IAB: www.iabuk.net

24. What is being done?
•UK authorities are not supportive blunt, sweeping
nature of the proposals
•IAB – conducting a coordinated effort to influence
outcome raising key concerns and suggestions. EG
Letter to Ministry of Justice:
Suggestion for “indirectly identifiable information” to
added as a data category
•Open letter in partnership with DMA, FSB, IMRG and
others to lobby relevant UK ministries
•Letter to President of European Commission
•Autumn lobbying of MEPs
•Case studies – show how will business be impacted
IAB: www.iabuk.net

25. IAB: www.iabuk.net

26. Further Information:
•IAB Factsheet – Sign posts to many relevant sources
http://www.iabuk.net/sites/default/files/IAB%20Factsheet%20July%202012%20-
%20EC%20Data%20Protection%20Reforms.pdf
• IAB Open Letter to Ministries (April 2012)
http://www.iabuk.net/sites/default/files/Open%20Letter%20to%20UK%20Ministe
rs%20-%20EC%20Data%20Protection%20Proposals.pdf
IAB: www.iabuk.net

27. Best Practice / Standards
IAB: www.iabuk.net

28. Best Practice: Voucher code audit
• Carried out in June and July 2012
• Completed by:
Affiliate Window, Affilinet, Commission Junction, OMG, Rakuten Linkshare
and TradeDoubler
27 sites were audited, 2 more than in 2011
• Outcome of audit:
The majority were completely compliant
Six sites had issues mainly with:
o Expiry dates not being listed or being listed inaccurately
o Lack of distinction between codes and deals
• Actions:
Contact all affected sites with reminder of code
Monitor and update

29. Best Practice: Voucher code audit
• Carried out in June and July 2012
• Completed by:
Affiliate Window, Affilinet, Commission Junction, OMG, Rakuten Linkshare
and TradeDoubler
27 sites were audited, 2 more than in 2011
• Outcome of audit:
The majority were completely compliant
Six sites had issues mainly with:
o Expiry dates not being listed or being listed inaccurately
o Lack of distinction between codes and deals
• Actions:
Contact all affected sites with reminder of code
Monitor and update

30. Best Practice: Reminder of initiatives
• Codes of conduct
 Voucher code, Code of conduct
 Voucher code, Code of conduct | Disciplinary procedure
o Designed to deal with recurring voucher issues
o Offer greater transparency and standardise promotion
o Offer better consumer experience
 Downloadable software application, Code of conduct
o Pre-emptive code of conduct reacting to growth of (primarily)
rebate catchers and toolbars
o Offers greater transparency for advertisers

31. Best Practice: Reminder of initiatives
• Best practice guides
Product Feed guides: One general, three sector specific; written
by FusePump
Ethical Merchant Charter: Blueprint for all advertisers looking to
run a best in class affiliate campaign
Mobile: First iteration of a basic guide that focuses on
importance of tracking
Retargeting, Remarketing and Behavioural Advertising:
Outlines the importance of cookie hierarchies
Conducting Affiliate Audits: For advertisers nervous about how
to manage a large number of affiliates

32. The AMC blog
IAB: www.iabuk.net

33. The AMC blog
• Site live since August 2010 • Recent content:
• Nearly 80,000 page views Best practice guide summary
• 25% of traffic non-UK BHS case study
• Most popular content: Foot Asylum case study
RO-Eye/eBay case study Launch of AMC consumer site
Voucher code of conduct Best Western case study
ICO cookie advice • Request for content:
Product feed guides Case studies
Thought pieces
Industry updates

34. A4U Expo: London
• Hilton, Edgware Road, London, 16-17 October 2012
• Specific request for ADVERTISERS to present:
• panels and speaker sessions
• Strong case studies and data insight
• Interested? Contact Chris Johnson:
• t: 0117 203 3009
• e: chris@existem.com

35. Innovation Forum
IAB: www.iabuk.net

36. Cultivating an industry ripe for innovation
• The only way we can grow our industry
long term is through innovation
• Retailers are seeking innovation from
networks and publishers
• Difficult industry to penetrate and/or
navigate
• No focal point of entry – where do you
start for advice on how to enter the
industry? – how can businesses or good
ideas be “fast-tracked”?
• I believe the IAB AMC is well placed (and
independent) to develop a forum to attract
innovation

37. Innovation enriches the environment for
growth, diversity and opportunity
Examples of recent innovations: How do we:
• Retargeting companies
• Data Feed companies • Open doors to fresh ideas and new
• Mobile Cart companies developments
• The industry policing PPC brand (Brand Verity)
• Fast-track industry knowledge and
How can our industry attract new engagement
ideas/investment covering:
• Reap the benefit of shared problem
• Social
• Mobile/ local
solving
• Big Data • Improve our channel’s professionalism
• Lead generation
• Solve shared industry issues etc
and attractiveness
• Open out the industry to fresh ideas and
new opportunities
How do we evolve the affiliate industry to
truly become “performance marketing” • Grow overall industry potential
attracting ideas and investment from
other online marketing disciplines?
IAB: www.iabuk.net

38. The AMC Innovation Forum
Advice
Facilitation
Exposure

39. Working title: The Farm
Core panel
Live advice
AMC support

40. The Farm – how it could work
• Benefits the entire industry, seeking ideas/
applications from:
Advertisers, Publishers, Networks,
Technology Players... etc
• Open to new or existing companies who
apply via a website meeting basic criteria
(TBA)
• Monthly / bi-monthly meetings
• IAB membership/ IAB “rubber stamp”
• A4UExpo launch
• Big industry promotional PR campaign
Let’s establish the affiliate industry as a
hotbed for exciting innovation and investment

41. Innovation Forum – next steps
• Do we all think this is a good idea?
• Do you have any specific feedback/ ideas?
– if to please e-mail clare@iab.net
• Innovation Forum will meet and create plan
for steering group feedback/ approval
• IAB AMC will be e-mailed plan for general
feedback before launch (start thinking about
companies you may want to put forward)

42. Any Other Business?
IAB: www.iabuk.net 16 August 2012

43. Drinks at The George
• 5.30 onwards
• Drinks
• Snacks
• …and a tight
squeeze!