BRANDS’ NEEDS • Track partner activity and know ROAS. • More automation and scalable tools. • Tie payout to performance. • More transparency. • Better brand experience.
PUBLISHER/ PARTNER NEEDS • Grow their share of marketing budget shifted from brand to performance. • More transparency into brand partner’s data and KPI’s. • Clear communication from brand partners on changes, opportunities, etc. • Fair and hybrid compensation. • Real-time reporting on performance.
BIGGER PARTNER MANAGEMENT TEAMS • Multiple FTE’s. • 5-10 year experience, VP/Director level. • Multiregional experience, local language capability. • Specific experience in recruiting, business development, campaign development, fraud, data analysis, etc.
MORE LICENSED TECH & “IN HOUSE” PROGRAMS • Separation of services and technology. • No more “roadmap”, platforms will have to compete as tech companies on features available today and tomorrow. • More licensed tech, continued phase out of performance fee. • Partner and “In House Programs” using white labeled technology.
ENABLING TECH – Reporting Automation & Integration • OptimusPrime • Affluent. Fraud • Forensiq. Date and Attribution • Odyssey. Buy Now • Monotote. Publisher Analytics & BI • Trackonomics
INTEROPERABILITY • Shift towards “open” systems vs “closed” systems. • Interoperability will be essential. • Similar to path programmatic. • Network compatibility.
GOING GLOBAL FASTER • Direct to consumer brands starting global and going global faster. • Consumers are increasingly shopping from outside their own countries. • As global e-commerce and global partner marketing grows, so will brands’ demand for more global partner marketing solutions.
APAC GROWTH • Ecommerce sales = $3.5 trillion in 2021 • Mobile device-commerce sales = 80% of transactions, just over $2.7 trillion dollars by 2021. • Multitrillion-dollar e-commerce market and the world’s largest.
GLOBAL AGENCIES & COMPLIANCE • Why have five agencies when you have one platform? • Brands looking for global solutions, integrated global strategy and in-country support. • Brands/agencies need to stay abreast of global and region-specific changes such as GDPR, Nexus, FTC, rollout of more stringent policies in the U.S. around privacy and disclosures.