Letters: Affiliate networks must give up brand bidding
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I was infuriated by Kevin Cornils' comments in an article on affiliate brand name bidding (NMA 21.02.08). It's ludicrous that affiliate networks are still advocating brand name bidding when this activity is slowly but surely destroying the industry.
Clients are becoming increasingly aware of this iniquitous money-making tactic employed by some affiliate networks. The only legitimate reason to allow this sort of brand activity is where clients are unable to protect their brand on the search engines.
Unfortunately, a lot of clients have seemingly been deceived by their networks or affiliate managers, both of which profit from the activity by showing (or even profiting from) more sales than should be attributed to them.
It's a hot issue and the momentum is picking up in the market to try to stop this type of activity from happening.
From James Little, affiliate director, Altogether Digital
